Case Study

Categories Name : C. SOCIAL MEDIA

Sub-Category : C09. Most Effective App Install Campaign

Campaign Name : Redefining Jewellery with App-First Marketing

Brand Name : Tanishq

Agency Name : HiveMinds Innovative Market Solutions

Results

Campaign Results: Surpassing Objectives to Drive Quality and Scale The "App as the Hero" strategy delivered exceptional, record-breaking performance, successfully building consumer confidence in online gold buying while dramatically driving key business metrics. The Tanishq App achieved a Record-Breaking 2X Download Growth over the campaign period (Source: Sensor Tower), successfully winning the festive consumer journey. Crucially, this scale was married with quality. By strategically leveraging rich First-Party and platform signals, the campaign secured a combined 40% increase in total installs and delivered an impressive 2x Return on Ad Spend (RoAS) Growth. This focus on high-intent buyers drove a significant 25% increase in the purchase rate among newly acquired users. The campaign effectively maximized festive opportunities, which was our core objective. Installs surged 1.8X during Akshaya Tritiya and 1.6X during Diwali Dhanteras, with the app recording its Highest Ever Daily Active Users (DAU) on these critical shopping days. Content showcasing festive collections proved highly effective, driving a 2.3X increase in orders, while features like Virtual Try-On (featured in App UI communications) drove a 2X increase in orders. Finally, the focus on user experience was validated by market feedback, with 77.6% of reviews reflecting positive sentiment toward the app's seamless performance and product quality, solidifying the Tanishq App as a leader in the digital jewellery space.