Success Story

Tanishq

Tanishq successfully celebrates the women of today with engaging messaging

3.66%

CTR

on Promoted Answers

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0.67%

CTR

on Image Ads

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About Tanishq

Tanishq: Crafting Elegance and Sustainability in Jewellery Tanishq is India's premier jewellery brand, renowned for its rapid growth and unwavering commitment to excellence. With unparalleled craftsmanship and exclusive designs curated for both special occasions and daily wear, Tanishq exudes sophistication and innovation. Its emphasis on environmental responsibility is evident through its use of 40% recycled gold procured through exchange programs, reflecting the brand's dedication to sustainability and luxurious jewellery creations.

Their Goal

Utilising Quora's high-intent audience to celebrate precious occasions and increase Tanishq's presence during the research stage

Tanishq, a renowned jewellery brand, recognized the power of Quora in reaching and engaging with a high-intent audience researching jewellery and diamonds. Their goal was to capitalize on every precious occasion throughout the year by delivering inspiring messaging to users in the research stage and increasing Tanishq's brand presence during this crucial phase.

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HiveMinds partnered with Tanishq to leverage Quora, effectively boosting their brand presence for the Rivaah wedding collection and captivating diamond range. Quora's high-intent audience was the perfect match for Tanishq's offerings, allowing us to engage users seeking meaningful jewellery for weddings and special moments. Together, we harnessed Quora's potential, driving brand consideration for Tanishq.

Abhishek Upadhya

Vice President, Digital Innovation & Strategy

HiveMinds

Their Solution

Impactful messaging to high-intent audiences across multiple ad formats

To achieve their objectives, Tanishq implemented a multi-faceted strategy that effectively leveraged Quora's ad platform. They utilized highly impactful image ads to stay relevant and at the forefront of users' minds during their research on jewellery and diamonds. Simultaneously, they activated their Business Profile on Quora, proactively answering questions about jewellery, diamonds, and bridal jewellery trends. This diversified media mix ensured that Tanishq reached and engaged with high-intent users, ultimately driving them to their website.

Click on the image to enlarge

Their Creative

Active relevance on major occasions with powerful ad formats

Tanishq focused on maintaining an active and relevant presence on all major occasions, using two different ad formats to create a strong impact. By showcasing powerful independent women across their image ads, Tanishq effectively celebrated the women of today and positioned their brand's goals in a compelling manner. Additionally, through their promoted answers, they established Tanishq as a thought leader in the jewellery category, further enhancing their credibility and relevance.

Their Results

Driving high-intent traffic and engaging millions of users on the brand profile

During their Nov 2022 to Apr 2023 campaign, Tanishq's image ads gained 21.4M impressions, with ~11% higher CTR than the benchmark. This expanded their reach to online jewellery researchers and significantly boosted brand exposure.

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Quora Ads helped us celebrate the women of today and increase our brand presence during the research stage. Through impactful image ads and engaging content, we achieved remarkable results, garnering 3.3 million views on Tanishq’s Quora answers showcasing relatable authority.