OTT Tarun Tahiliani
Scope
Challenge
Brand Bible
Brand & Marketing Strategy
Website Design & Development
Digital & Performance Marketing strategy and execution (Web updates, SEO, Ads, and SEM)
The legacy brand of Tarun Tahiliani launched a prêt-à-porter brand, OTT. OTT needed a strong brand narrative and identity to differentiate itself from the legacy brand, as a younger and cooler contemporary.
Approach
We reviewed and reworked the brand’s identity from the ground up, defining and directing its brand bible and establishing a sharper contemporary narrative distinct from its legacy parent brand. We built a new website aligned to OTT’s contemporary, global positioning and developed a comprehensive marketing strategy spanning digital, performance, SEO, SEM, and ongoing web optimisation.
The focus then shifted from simply launching the new digital ecosystem to building a measurable acquisition engine by structuring the funnel, improving the web infrastructure, developing the right creative and audience strategy, and using performance data to continually optimise investment.
Impact
- Proved demand for the business, with revenue increasing 9x within five months and orders moving from virtually no daily order volume to a steady one order a day.
- A structured full-funnel approach helped increase ROAS from 1.2 to 3.6, while orders increased from 2 to 19.
- 90%+ of orders continued to come from new customers, demonstrating that the performance engine was driving meaningful new customer acquisition rather than simply remarketing to an existing base.
- Funnel engagement improved faster than traffic, indicating that growth was not simply a function of bringing more people to the site, but of getting more of the right audience to engage and move through the funnel.
- Alongside performance marketing, we rapidly improved the underlying web infrastructure, creating a more robust digital foundation for the brand to scale.
Touch base with us
We're always up for a conversation. Drop us a line and
we'll get back to you.
