We built a legacy jewellery brand’s Instagram audience at under a rupee per profile visit, so that when the festive sale came, the expensive part was already done.
The short version
Phase one
Through the quiet months, when reach is cheapest
₹0.65
average cost to bring one person to the profile
Phase two
During the Swarn Mohotsav sale window
₹37.01
cost to open one WhatsApp conversation
Client Type
Legacy Jewellery Retailer, Ghatkopar, Mumbai
Services
Meta Ads, Social Media, Campaign Design, WhatsApp
Timeline
Meta Ads from December 2025, ongoing
THE CHALLENGE
Why this category resists advertising
Jewellery is a considered, high-ticket, deeply local purchase. Nobody buys gold from an ad they saw once. The brand had decades of offline trust in Maharashtra and almost none of it visible online. Festive sale periods, when the money is made, are also the most expensive weeks of the year to buy attention.
Our Approach
The four decisions behind those two phases
Each one is a choice any high-ticket local brand can copy.
Buy the Audience in the Cheap Months
Instead of concentrating spend into peak festive periods, we ran sustained Instagram profile-visit campaigns through the quiet months, when reach is cheapest. That is where the ₹0.47 to ₹0.73 cost per profile visit came from.
Reels-led campaigns consistently beat static creative on cost. The December 2025 Reels campaign reached 9.9 lakh people at a ₹14.59 CPM; the traffic variant hit ₹7.71 CPM, the cheapest delivery in the account’s history.
Reels as the Acquisition Format
Tighten Geography to the Catchment
Early broad-radius campaigns returned visits at ₹1.17. Narrowing to the realistic catchment for a physical Ghatkopar showroom brought that to ₹0.47 on comparable creative.
For the Swarn Mohotsav 2026 festive sale we switched the objective to WhatsApp conversations. Gold is bought after a conversation, not from a landing page.
Convert to WhatsApp, Not a Form
The Cost Curve
What a profile visit cost
Two levers moved this: narrowing the targeting to the showroom’s realistic catchment, and standardising on Reels.
₹1.17
₹0.65
₹0.47
Results That Matter
Where the account stands today
Lifetime account totals, pulled from the live ad account.
BEFORE
AFTER
What we took from it
The cheapest time to buy your festive audience is nine months before the festival. Everyone else is bidding in October.
Next Step
Building a brand for a high-ticket local business?
We build the audience first, then convert it when it matters.
TALK TO US
Tell us when your next sale is
We will work backwards from that date and tell you what the audience build costs between now and then.