About the Client
Overview
Kalyan Jewellers, a leading Indian jewelry brand, sought to scale its online revenue aggressively in 2022 while maintaining a consistent Return on Investment (ROI). Building on a solid performance in 2021, the goal was to scale up media investments without compromising efficiency—amid rising competition from emerging, well-funded D2C jewelry brands.
The Challenge
- Maintain a 4-5X ROI while aggressively scaling online revenue
- Compete with new-age, digitally native jewelry brands entering the market with large budgets
- Improve traffic and visibility without diluting conversion efficiency
Strategy
- Performance Max (PMax) Campaigns
- Leveraged Google’s automation and audience signals to target high-intent shoppers across Search, Display, YouTube, and Gmail
- Regular campaign refreshes to prevent creative fatigue
- Shopping Feed Optimization
- Audited and optimized product titles, descriptions, and imagery
- Improved Google Merchant Center health to boost Shopping impressions
- Instagram Retargeting
- Re-engaged high-intent audiences using dynamic product ads
- Personalized creatives showcasing premium collections and festive offers
Results
- Online revenue scaled by 300% from the beginning to the end of 2022
- Maintained a strong 5X ROI throughout the scale-up period
- Shopping traffic saw a 140% growth due to feed optimizations and smart segmentation
- IG Retargeting campaigns drove a 60% uplift in assisted conversions during key sale periods
Key Takeaways
- Smart automation (PMax) paired with feed hygiene and audience-first creatives can drive scalable results without compromising ROI
- Strategic retargeting across visual platforms like Instagram helps maximize LTV and retention
Brand trust + performance media = scalable eCommerce success in competitive categories
