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Festive marketing faces an ROI test as brands shift towards creators, targeted digital

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Festive marketing faces an ROI test as brands shift towards creators, targeted digital

Festive marketing faces an ROI test as brands shift towards creators, targeted digital

Brands are raising spends on creators and messaging platforms, while focusing more on conversions, customer acquisition and measurable sales outcomes

Bengaluru: Festive marketing is no longer just about reaching more consumers. Brands are increasingly looking at what happens after a consumer sees an ad, watches a creator’s video or receives a marketing message and whether that interaction leads to a purchase. From creator-led campaigns and regional content to WhatsApp marketing and quick-commerce advertising, companies are trying different ways to bring consumers closer to buying. While some are increasing festive budgets, others are focusing on better returns from existing spends. Measuring how much an individual campaign contributes to sales, however, remains a challenge. Advt

For beauty brand LoveChild by Masaba, a major category launch is among its key festive marketing bets this year. The brand is expanding its consumer touchpoints, while influencers and performance marketing continue to account for its largest share of marketing spends, said Joel Thottan, marketing lead at the brand. The company is also seeing organic visibility from customers and celebrities who post about its products and innovations. It has introduced a new range of premium makeup gift sets featuring selected bestsellers at accessible price points. Its Batua pocket lipstick range, known for its distinctive design, has also received new shade additions.

Thottan said the brand expects quick commerce to see a strong festive gifting opportunity, particularly with the launch of its curated makeup gift sets.


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