DMArt
DMart Campaign Success Story
Driving 13.43 Lac Reach for Seasonal Retail
How we helped DMart connect with college students in Pune for its “Trendy College Wear” sale-using a custom landing page, smart targeting, and pixel-based tracking to bridge the gap between digital awareness and in-store visits.
About DMart
196 Stores
Across 72 cities in 11 states-serving India’s value-conscious families with everyday essentials.
Everyday Value Retailer
Avenue Supermarts Limited operates India's leading supermarket chain-home utility products, groceries, kitchenware, appliances, and personal care items under one roof.
The Challenge
DMart wanted to drive footfalls for a limited-period “Trendy College Wear” sale-but with no e-commerce platform in place, we needed an innovative way to track and influence offline conversions.
Target Audience
College students aged 16–23 in Pune, looking for affordable, trendy fashion.
Tracking Complexity
No online checkout-required a solution that could track intent from digital to store.
Store Footfall
Drive visits to 13 DMart locations across Pune during the campaign period.
Strategic Approach
We designed a full-funnel journey that started on social media and ended inside the store-built on a custom landing page, platform-specific targeting, and robust tracking.
Custom Landing Page
Built a dynamic page showcasing all 13 DMart store locations with engagement forms to capture student interest.
Multi-Platform Targeting
Optimised campaigns on Facebook and Instagram to capture and retain student attention where they spend most of their time.
Pixel Tracking Integration
Implemented pixel tracking to monitor the user journey from ad click to landing page engagement and store intent.
Creative Execution
Static & Carousel GIF Ads
Eye-catching, scroll-stopping visuals designed specifically for young audiences and mobile feeds.
A/B Testing Strategy
Tested reach-based versus click-based objectives to optimise performance and cost efficiency.
Engagement-Focused Content
Crafted messaging around student lifestyle, campus fashion, and seasonal buying triggers to maximise relevance.
Landing Page Innovation
The dynamic landing page acted as the bridge between digital and physical retail, creating a seamless, trackable experience for students.
Visitor Engagement
Students filled in details and interacted with the campaign before heading to the store.
Store Locator
Helped users quickly find their nearest DMart from 13 Pune locations.
In-Store Visit
The journey was optimised to convert online interest into walk-ins for the “Trendy College Wear” collection.
DMart Campaign Results at a Glance
The campaign delivered strong reach and engagement across platforms-while feeding high-intent traffic to the landing page.
Unique Reach
13.43L
Students and shoppers reached across Pune.
Unique Clicks
53K
Landing page visits indicating strong purchase intent.
Post Engagements
55K
Likes, comments, shares, and other social interactions.
Video Views
70K
Video engagements that amplified campaign storytelling.
Success Factors
Innovative Tracking
Overcame brick-and-mortar limitations with pixel integration and a custom landing page.
Precise Targeting
Laser-focused on college demographics with platform-optimised content.
Data-Driven Optimisation
A/B testing enabled cost-effective reach and maximum engagement.
Key Takeaways
- Creative solutions can effectively bridge digital campaigns and physical retail outcomes.
- Custom landing pages help track offline conversions even for traditional retailers without e-commerce.
- A multi-platform approach maximises student engagement-here, Facebook + Instagram delivered 13.43 lac reach with compelling assets.
- Testing and optimisation drive cost efficiency, adding thousands of new followers while keeping spends economical.
