How MSU Revitalized Its Digital And Physical Funnel
Background
Founded in 1982, Mysore Saree Udyog (MSU) is one of India’s most respected heritage ethnic wear brands, known for premium silk sarees and traditional textiles sourced from across the country. With flagship stores in Bengaluru and Hyderabad, MSU blends ancient craftsmanship with modern innovation, offering distinctive products such as scented sarees, real zari authentication, and sophisticated digital shopping experiences.
Challenge
MSU needed to optimize its Meta advertising performance and bridge the gap between digital engagement and physical store visits. Sherlock AI was engaged to address this by optimizing key performance metrics for the client's Meta campaign and offline store visits. The campaign objectives were structured with a systematic approach:
Primary Objective: Improve website conversions, including increasing the number of Add to Carts and the Conversion Rate (CVR%).
Secondary Objective: Increase store footfalls and gain a deeper understanding of the audience visiting the physical stores.
Approach
SherlockAI intervened to overhaul the audience strategy by moving away from generic interest categories and toward high-precision behavioral modeling.
Prosperity Index Mapping, which used SherlockAI's proprietary Well Being Index (WBI) to isolate the top 25% of consumers with the highest purchasing power and affinity for premium ethnic wear; Lookalike (LAL) Modeling, which generated new audiences with similar real-world behavioral patterns and prosperity profiles based on these high-value segments; and Behavioral POI Targeting, which focused on individuals with verified visits to specific Points of Interest (POIs) such as luxury boutiques and premium grooming centers, instead of broad interests.
Additionally, the campaign structure involved Funnel Re-alignment to consolidate efforts directly on Sales objectives and WhatsApp engagement, supported by refreshed creative assets designed to resonate with the refined target audience.
Solution / Result
The transition to a data-driven strategy powered by SherlockAI resulted in a dramatic turnaround across all performance metrics. By Week 6, the brand saw a complete revitalization of its digital and physical funnel:
WhatsApp messages surged from 982 in the first two weeks to 9,763 by the final period
Website conversions increased by 157% in the initial optimization phase, eventually reaching 351 purchases per period. Total purchase value across the campaign reached $43,186 USD/₹39,32,265 INR.
After recording zero visits initially, the SherlockAI-refined targeting drove 214 verified store footfalls (visitors staying >20 minutes), representing a high-quality bridge between digital ads and physical retail.
The Click-Through Rate (CTR) nearly doubled from early stages to 3.52%, while the Cost per Message was slashed from $1.10 USD/₹100.44 INR to just 0.43 USD/₹38.76 INR.
Ultimately, the campaign delivered a robust 4.4x Return on Ad Spend (RoAS) and CPM reduced to 0.59 USD/₹54 INR. By leveraging the Prosperity Index and Lookalike modeling, the brand successfully moved from broad, ineffective "interest" targeting to a high-conversion model that prioritized the top tier of Indian ethnic wear consumers.
Compliance Note
SherlockAI utilizes strictly anonymized and aggregated data. No Personally Identifiable Information (PII) is used, stored, or shared. All methodologies are fully compliant with global privacy standards, including GDPR and CCPA.
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