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Challenge
Ajio's ethnic wear campaign needed audiences with genuine purchase intent — not discount browsers who compare and leave. Standard networks drove traffic volume but couldn't filter for buying behaviour.
Sale campaigns attract deal-seekers who don't convert
- Discount events bring high click volume from non-buyers who compare prices and leave — inflating costs with zero return.
Ethnic fashion content needs visual creator match
- A salwar campaign needs a creator who actually wears and styles the category — not a generic fashion account.
Above-average invalid click rate on fashion networks
- Fashion sale campaigns are a target for invalid clicks — competitor networks billed without filtering.
Styling context drives purchase intent
- Ethnic wear purchase is driven by seeing the outfit worn and styled — not product page images alone.
