AJIO, a fashion and lifestyle brand under Reliance Retail’s digital commerce initiative, collaborated with Snap Inc. to enhance its Big Bold Sale. The sale, held bi-annually in June and December, achieved success through a comprehensive approach on Snap.
To promote the Big Bold Sale, AJIO employed a two-phase strategy on Snap, focusing on pre-buzz and the sale period. Various formats including AR lenses, Snap ads, Story ads, and Collections were utilised to engage users and drive purchase intent.
During the pre-buzz phase, AJIO partnered with Snap’s creative team to develop an AR lens. The interactive lens enabled users to anticipate deals across categories, generating excitement and boosting interest ahead of the sale.
As the sale commenced, AJIO aimed to raise awareness and traffic during the first weekend, followed by campaigns focused on revenue generation. This approach led to quick attention within 24 hours of the sale launch, leveraging Snap’s First lens takeover feature with AR experiences featuring celebrities including Shraddha and Shakti Kapoor. Additionally, story and collection ads were utilised to encourage purchases and maximise Return on Ad Spend (ROAS) throughout the sale period.
“With over 6000 Brands and 1.7 million curated fashion styles AJIO is the preferred fashion destination for Young India. Snapchat’s large captive audience and formats provide a uniquely immersive experience. The BBS results demonstrate the platform’s potential, and we’re looking forward to growing our partnership with Snap,” AJIO spokesperson said.
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