Aura Jewels was a familiar name in Chennai and a stranger everywhere else. Here's how a festival-season influencer wave — built around creators in three new cities and tracked promo codes, not vanity reach — turned outside-Chennai recall into real, attributable orders.
Aura Jewels
D2C fashion-jewellery brand, Chennai
Strong at home, invisible elsewhere
78% of traffic still from Tamil Nadu after two years online
6-week campaign
Single festival-season wave, now a recurring seasonal play
Influencer Marketing
Creator matching, contracting, seeding, promo-code tracking
Aura Jewels had built a genuinely loyal following at home — but when Marketing Lead Anitha Selvam pulled city-wise analytics, 78% of site traffic was still coming from Tamil Nadu two years after the brand went online. Bangalore, Hyderabad and Mumbai, the exact cities where D2C jewellery demand was growing fastest, barely knew the brand existed. Organic content had built desire in Chennai; it hadn't traveled anywhere else on its own. With the festival build-up to Diwali approaching — the single biggest gifting window of the year — the team needed a way to manufacture recall in new cities fast, and prove every rupee spent actually turned into an order, not just a view.
Agreed the only metric that mattered was tracked promo-code orders from the three target cities — reach and follower counts were reported, never billed as the result.
Shortlisted 24 creators based in Bangalore, Hyderabad and Mumbai across fashion and festive-style niches, screened for engagement quality over raw follower count.
Usage rights, deliverables and posting windows locked in writing, with each creator briefed on Aura's styling voice so posts never read as generic sponsored content.
Curated festive-collection pieces shipped to every creator ahead of the window, with styling notes but full creative freedom on execution.
Staggered posting across the festival build-up, a unique promo code per creator, with the strongest posts boosted as spark ads into each creator's home-city audience.
ROAS and city-wise recall measured directly from promo-code redemptions; the strongest creators retained for a standing city-launch playbook.
Promo codes turned recall into a receipt. Instead of arguing about brand-lift surveys, every single order could be traced to the exact creator and city that drove it.
Measured directly from promo-code redemption revenue against total creator and seeding spend.
A mix of macro and micro creators matched to Bangalore, Hyderabad and Mumbai audiences.
Every order traced to a specific creator and city — no attribution guesswork.
"We knew we were a Chennai brand and nothing more outside it. Six weeks and 24 creators later, three new cities were placing orders with codes we could trace back to the exact post. That's the first time 'brand awareness' meant something we could put in a spreadsheet."
ROAS is calculated from promo-code redemption revenue against total creator fees and product-seeding cost. City-wise recall is measured via GA4 city-level traffic and order data, compared before and after the campaign window. Timeframe and starting baseline stated above, as with every case study we publish.
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