How MSU Revitalized Its Digital And Physical Funnel
Background
Founded in 1982, Mysore Saree Udyog (MSU) is a heritage Indian ethnic wear brand and a leader in premium silk sarees and traditional textiles. With flagship stores in Bengaluru and Hyderabad, the brand is renowned for blending ancient craftsmanship with modern innovation, offering unique products such as scented sarees and real-zari authentication alongside sophisticated digital shopping experiences.
Challenge
The client needed to optimize its Meta advertising performance and bridge the gap between digital engagement and physical store visits. Initial campaigns relied on broad interest-based targeting, focusing on luxury car dealerships, fine dining, and fashion cohorts; but failed to drive significant bottom-line results.
In the first two weeks, store footfalls were non-existent, and the Click-Through Rate (CTR) of 2.02% lagged behind the industry average. The brand needed a more surgical approach to identify high-intent, affluent shoppers who would not only engage with WhatsApp and the website but also physically visit the flagship locations.
Approach
SherlockAI intervened to overhaul the audience strategy by moving away from generic interest categories and toward high-precision behavioral modeling.
The optimization centered on several key pillars:
Prosperity Index Mapping: SherlockAI applied its proprietary Well Being Index (WBI) to the existing audience data to isolate the top 25% of consumers with the highest purchasing power and affinity for premium ethnic wear.
Lookalike (LAL) Modeling: Using these high-value segments as a seed, SherlockAI generated Lookalike audiences to find new users with similar real-world behavioral patterns and prosperity profiles.
Behavioral POI Targeting: Instead of broad interests, the campaign focused on individuals with verified visits to specific Points of Interest (POIs) such as luxury boutiques and premium grooming centers.
Funnel Re-alignment: The campaign structure was consolidated to focus directly on Sales objectives and WhatsApp engagement, supported by a refresh of 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:
Massive WhatsApp Engagement: WhatsApp messages surged from 982 in the first two weeks to 9,763 by the final period, a cumulative jump of over 890% from the baseline.
E-commerce Growth: Website conversions increased by 157% in the initial optimization phase, eventually reaching 351 purchases per period. Total purchase value across the campaign reached ₹39,32,265.
Store Footfall Activation: 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.
Efficiency Gains: The Click-Through Rate (CTR) nearly doubled from early stages to 3.52%, while the Cost per Message was slashed from ₹100.44 to just ₹38.76.
Ultimately, the campaign delivered a robust 4.4x Return on Ad Spend (RoAS). 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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