Snap Drives 22X ROAS For Ajio During Their Tentpole Big Bold Sale With a Full Funnel Strategy




11.94 seconds
Avg camera playtime

The Story

AJIO, a fashion and lifestyle brand, is Reliance Retail’s digital commerce initiative and is the ultimate fashion destination for styles that are handpicked, on trend and at prices that are the best you’ll find anywhere. Big bold sale is Ajio’s tentpole bi-annual event that typically happens during June & december. During this high clutter period Ajio partnered with Snap to help build excitement & drive revenue.

The Solution

For the Big bold sale Ajio experimented with a Full-funnel approach on Snap.  The campaign was broken into 2 phases - Pre-buzz & sale period, leveraging a range of formats such as AR lens, Snap ads, Story ads & Collections.

During the pre-buzz phase Ajio teamed with Snap’s Creative team to create a gamified AR lens that allowed users to predict deals across categories & hence build excitement along with strong purchase intent.  

During the sale we had a 2 pronged approach - Maximize awareness & traffic during the first weekend followed by purchased optimized campaigns to drive revenue. On the sale live date Ajio was able to build rapid awareness in 24 hours using our First lens takeover property with an AR experience that allowed users to get the Look of Shraddha or the iconic bold red attire of Shakti Kapoor. Along with this they scaled up Story & Collection ads that helped drive purchases & maximize ROAS during the sale period.

The Results

Overall the campaigns reached 42mn users & drove 22X ROAS for Ajio during the sale period. The first lens reached 21.7Mn people & the AR lens overall delivered 68.7Mn impressions across 4 days with an Average camera playtime of 11.94 Secs.

With over 6000 Brands & 1.7 Mn curated fashion styles Ajio is the preferred fashion destination for Young India. Snapchat’s large captive audience and formats provide an experience that is uniquely immersive. The BBS results clearly demonstrate the platform's potential, and we're looking forward to growing our partnership with Snap.

Arpan Biswas, Head of marketing - Ajio