How Bewakoof innovated on OTT for a long-lasting audience impact

For almost a decade, lifestyle brand Bewakoof has been ringing right with the youth. Comprising a collection of quirky and trendy fashion options online, the brand adds fresh designs daily and offers a hassle-free online shopping experience. It is no surprise, then, that Bewakoof has enjoyed increasing popularity over the last few years. Over the years, it has steadily placed itself as a brand that is creative and distinctive, catering to the dynamic demands of its audience.

Since its inception, Bewakoof’s objective has been to create an impact through innovation, honesty and thoughtfulness. Going forward, Bewakoof aimed to widen its existing audience base while sustaining brand loyalty.

Setting the goal

Bewakoof was, and is, on a continuous lookout for avenues and platforms that can help it get closer to their customers and reach new ones. It partnered with Disney+ Hotstar because of a high percentage of the young audience present on the platform is, on a continuous lookout for avenues and platforms that can help it get closer to their customers and reach new ones. It partnered with Disney+ Hotstar because of a high percentage of the young audience present on the platform.

Going big

Bewakoof adopted a two-pronged approach. They targeted their brand message to new potential customers by leveraging interest-based targeting. To connect with their existing customers, they used appography based targeting on the platform.

Winning the audience over

A combination of targeting new audience and reconnecting with its existing audience on Disney+ Hotstar helped Bewakoof achieve 1.3x ROI on its spends. It not only drove 1,500 installs during the campaign but also witnessed a high average order value from these customers.