Client Case Study: Orra Fine Jewellery
India's Leading Diamond & Platinum Retailer · 95 Boutiques Across 40 Cities
Bridged offline TV viewership with precision mobile retargeting across a 40M+ smartphone device repository, achieving a 28% VTR and converting broadcast awareness into high-intent boutique visits.
Orra is one of India's leading diamond and platinum jewellery retailers, founded in 2004 and headquartered in Mumbai. The brand operates 95 stores across 40 cities and has consistently been at the forefront of design leadership and product innovation with 5 global design centres in Tokyo, Hong Kong, Antwerp, Mumbai, and New York. Orra is known for its patented 73-faceted ORRA Crown Star diamond, launched in 2020, and sells both in-store and online at orra.co.in.
Connecting Offline TV Broadcast Viewership to Mobile-First Jewellery Shoppers
Orra's desktop e-commerce experience (built on Magento 2) was performing well, but the brand needed a stronger mobile play — jewellery shoppers were increasingly browsing and researching on their phones rather than desktop. Beyond just going mobile-first, Orra wanted to convert its competitors' TV ad exposure into its own digital advantage — a problem no one had cracked before: linking offline TV viewership data to online mobile targeting.
Three-Layer TV-to-Mobile Audience Targeting & Conquesting Engine
We built a synchronized three-layer targeting architecture connecting offline TV viewership directly to mobile devices: (1) Complementing Orra's TV campaign by retargeting recent viewers of Orra's own commercials, (2) Competitor conquesting by reaching audiences who watched competitors' jewellery TV ads, and (3) Hyperlocal filtering focused strictly on metropolitan cities where Orra operates physical showrooms (Delhi, Hyderabad, Bangalore) so digital exposure could convert directly into in-store visits.
What We Did
A multi-channel growth system built across technical architecture, local authority, and targeted demand capture.
TV Viewership Data Ingestion (40M+ Smartphone Pool)
Harnessed a repository of 40M+ profiled smartphone users to identify individuals actively exposed to jewellery TV commercials across national broadcast networks.
- Isolated smartphone IDs of consumers actively watching Orra and competitor TV ads
- Automated cross-device matching between television sets and personal mobile devices
- Excluded non-target demographics to protect media budget from broad waste
- Structured real-time audience segments for programmatic DSP and social sync
Cross-Platform Retargeting (Facebook, YouTube & Programmatic)
Served high-impact video and banner creative across premium mobile apps, Facebook, and YouTube to identified TV viewers within their active browsing windows.
- Deployed coordinated Banner + Video creative formats across 35 campaign days
- Frequency-capped delivery to maximize brand recall without ad saturation
- Applied intelligent dayparting prioritizing afternoon slots and weekend spikes
- Targeted IDs mapped directly into programmatic DSP bidding rules
Hyperlocal Showroom Foot-Traffic Acceleration
Geofenced media delivery around Orra's physical boutique network across high-density metro hubs to turn digital awareness into physical store walk-ins.
- Hyperlocal geotargeting concentrated on Delhi, Hyderabad, and Bangalore
- Dynamic showroom creative highlighting nearest boutique locations and directions
- Weekend-optimized pacing delivering +25% higher VTR and +7% higher CTR
- Prioritized the high-purchasing-intent 45–54 female demographic segment
The Transformation — 35-Day Campaign
Direct before-and-after performance metrics verified across Google Analytics, Search Console, and ad accounts.
| Key Growth Metric | Before Engagement | After 35-Day Campaign | Net Impact |
|---|---|---|---|
| Unique Mobile Viewers Reached | 0 (Siloed TV) | 1,000,000+ | 1M+ Reached |
| Video View-Through-Rate (VTR) | 12% (Benchmark) | 28% | +133% vs Benchmark |
| Female Audience CTR | Standard CTR | +57% Higher | +57% vs Male |
| 45–54 Demographic Lift | Average | +37% VTR / +13% CTR | Top Intent Bracket |
| Weekend vs Weekday Lift | Baseline | +25% VTR / +7% CTR | Peak Weekend Surge |
Over 1 million unique individuals who had recently watched jewellery TV commercials were successfully engaged on mobile devices. The campaign delivered an exceptional 28% View-Through-Rate, with female audiences delivering 57% higher CTR and the 45–54 age group driving +37% higher VTR, establishing a proven blueprint for turning offline broadcast viewership into measurable luxury store revenue.
“Hegxcorp solved what was previously impossible for our brand: turning competitors' TV commercials into our mobile customer acquisition advantage while driving foot traffic into our boutiques.”
Orra Marketing Leadership
Brand & Digital Strategy, Orra Fine Jewellery
Client Assets & Live Systems
Direct captures representing the live optimized site presence, classroom programs, and documented growth.
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