Background
Hukum Jaipur is a contemporary fashion brand specialising in high-quality, stylish co-ord sets for women. The brand blends traditional Indian fabrics like muslin, cotton, and modal silk with modern prints such as floral, abstract, and patchwork. Known for offering a fusion of comfort and fashion, Hukum Jaipur caters to women seeking vibrant, versatile outfits that fit both casual and semi-formal settings.
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Challenge Faced
Despite offering premium-quality, value-for-money products and investing heavily in performance ads, Hukum Jaipur struggled with low website conversions. The brand attracted significant interest-based traffic driven by ads, but this did not convert into expected sales, resulting in high conversion costs and an unsatisfactory Return on Ad Spend (ROAS).
Audience Strategy Undertaken
To address these challenges, Hukum Jaipur turned to Xpert's data-driven audience solutions. Xpert utilised performance data to refine audience targeting, focusing on individuals with a history of purchasing complementary products like handbags, jewellery, and dresses. By analysing customer identity traits and buying behaviours, Xpert identified that the brand’s ideal audience consisted of appearance-conscious home-makers seeking smart, casual attire that offers both style and comfort.
Results Achieved
With Xpert's data-driven targeting, Hukum Jaipur successfully lowered its customer acquisition costs by 36% and boosted ROAS by 87%. By honing in on more relevant audiences, the brand saw increased engagement from qualified buyers, allowing for a more efficient use of its marketing budget and driving a significant rise in conversions.
Inferences & Insights
This case highlights the importance of leveraging data-driven audience insights to enhance marketing effectiveness. By focusing on consumers with a demonstrated interest in complementary products, Hukum Jaipur was able to optimise ad spend and achieve better crossovers from traffic to sales.