AdLift adopted a two-funnel campaign strategy focused on awareness and store visits. For the awareness campaign, we segmented the market into priority markets with a on achieving a higher digital share of voice (SOV) in Priority 1 markets where the TV campaign was active. Reach and frequency campaigns were used to pre-block the audience, ensuring maximum reach during the festive period. Media buying was conducted on a cost-per-thousand-impressions (CPM) model to maintain lower costs and higher reach. A mix of skippable and non-skippable video ads of varying durations were employed to build a top-funnel audience and retarget them effectively.

The store-visit campaign was launched one week after the awareness campaign, with higher budgets allocated to P1 markets for maximum impact. The strategy targeted high-intent audiences, including in-market and lookalike segments of previous buyers. Static ads on Google Display Network (GDN) and Meta platforms were run on the CPM model, delivering 10x lower CPM than video ads and reaching more people at a lower cost. The store-visit ads were highly effective, with 60%+ store visits coming from P1 markets at the lowest cost. The campaign successfully combined creative content, strategic media buying, and precise audience targeting to drive significant footfall to retail stores during the festive season.