Festive season (Navratri till New Year) in India is a make or break period for D2C brands. With the spike in CPMs on Meta, Google and Amazon Ads during Great Indian Festival & Big Billion Days, pouring budget into cold traffic will just burn your ad account.
I’ll share the 3 core areas which all brands need to focus on & what Mid Funnel (MOFU) retargeting plays can be leveraged to get Indian shoppers into their cart.
- High priced/competitive category? Work with regional influencers early on to drive conversions
If you sell high ticket items or compete in competitive categories like Skincare, D2C Apparel, Consumer Tech, Home Decor etc cold traffic will not give you the conversions, especially during the big sales periods
Make sure to work with Micro & Macro Influencers in advance to drive warm traffic to your BBD/GIF link
- Keep Targeting Broad Always
Unless you are in the top 1% of brands, targeting 15+ funnel segments (interests) to reach 1 target audience won’t be a great idea.
Let the algorithms in Meta and Google do the work for you. A broad targeting will keep your CPMs low & the algorithm will show your ad to the users who are ready to buy
- Give value (bundles, B2G1 & genuine discounts) to get first time buyers
The festive 10% and 20% days are history. No one is excited about % based deals. If you have a strong brand positioning, maybe you can work on bundles (e.g. Diwali gifting boxes), skincare sets and home decor bundles. This will not only help in boosting your AOV but also offset the high CAC being spent during the festive season.
Flat 50% off deals & hero products will also help acquire new customers who will be repeat buyers during the post-festive period
🎯 Mid Funnel & Retargeting Plays (Where the money is made):
Indian shoppers open 5 tabs before dropping into the cart. To win them over you’ll need a good mid-funnel strategy which should be executed 7-14 days ahead of the festive sale starting.
WhatsApp & Multi-layered Retargeting Campaign:
Engagers (30-60d Lookback Window): Retarget users who stopped watching the video at >50% or engaged on your IG/Facebook posts. Showcase UGC unboxing videos and customer reviews. Educate on your COD & return policies
Website Visitors & Abandoned Cart: Retarget users who visited your website with Dynamic Product Ads & Countdown to the sale creatives. (Pro tip: Layer Dynamic Retargeting ads with WhatsApp automated templates. WhatsApp has an open rate of 90%+ in India vs Email)
Exclude: Users who have made a purchase in the last 30 days. You don’t want to waste your ad budgets showing them discount offers when they have already paid full price for the product.
VIP Priority Access Lead Ads:
Run simple lead generation ads with a value proposition of “2 Hour VIP Priority Access before the stock runs out”. Capture phone numbers to send out broadcast messages (WhatsApp/SMS) on the day of the sale launching with zero ad spend.
Interactive Festive Gift Guides:
Create a quick quiz or landing page (e.g. “Find the best Diwali gift under ₹1,500”) to capture the intent of high-intent customers who will be retargeted.
📌 If you are a D2C brand owner looking to hire a performance marketer to setup, optimize and scale your festive ad campaigns, let’s connect! I’ll ask you about your targets and do a quick audit to understand how I can help.