Case Study: Premium Audience Targeting for Female Consumers Aged 30–45 with 1st Party Data

Table of Contents

Introduction

This case study outlines how a luxury brand successfully targeted female high-net-worth individuals (HNIs) and ultra-high-net-worth individuals (UHNIs) aged 30–45 in India’s metro cities. The brand leveraged Adbell Media’s tag-based targeting to deliver an upper-funnel awareness campaign using 1st party data. The campaign specifically focused on a premium audience of women in the age group of 30 to 45, reaching them through premium ad slots on high-traffic platforms like Truecaller, a women’s lifestyle website, and Times of India (TOI).

The goal was to build brand awareness and engage premium users for future retargeting via lower-funnel platforms like Meta Ads to drive conversions at a later stage.

Objective

The client’s primary objectives were:

  • Target Affluent Women Aged 30-45: Focus on female consumers in metro cities, aged 30 to 45, who are likely to have a high disposable income and engage with luxury products.
  • Build Brand Awareness: Increase the brand’s visibility among high-net-worth women with premium, high-visibility ad placements.
  • Upper-Funnel Engagement: Drive engagement and awareness, setting the stage for future retargeting campaigns aimed at conversions via Meta Ads and other lower-funnel strategies.

This campaign was designed to build a high-quality audience for future engagement, rather than focusing on immediate conversions or CPA.

Challenge

Targeting high-net-worth individuals (HNIs and UHNIs) in metro cities, particularly women aged 30-45, comes with unique challenges:

  1. Narrow Targeting: Reaching only females aged 30-45 with high disposable income in metro cities requires precise targeting.
  2. Premium Inventory Costs: Securing premium ad slots in high-traffic platforms is competitive and expensive, so ensuring the campaign’s efficiency was crucial.
  3. Ad Fatigue: Engaging high-net-worth women without causing ad fatigue, especially given that this demographic is highly selective.
  4. Building Awareness, Not Conversion: The campaign was focused on upper-funnel engagement (brand awareness), not direct conversions, which required a different strategy than typical performance campaigns.

Solution: Adbell Media’s Tag-Based Targeting

Adbell Media’s tag-based targeting solution provided the perfect tool to precisely target this exclusive demographic. Here’s how the campaign was executed:

1. Target Audience: Females Aged 30-45 in Metro Cities

Using 1st party data from the brand’s website and customer interactions, the campaign was focused on women aged 30-45 who were likely to engage with luxury products and services. This audience segment was defined by the following criteria:

  • Age Group: Women between the ages of 30 and 45.
  • High Net-Worth: Using browsing behavior and transaction history, the campaign targeted high-income women likely to engage with luxury brands (e.g., luxury jewelry, high-end fashion, premium lifestyle products).
  • Geographic Focus: Targeting metro cities like Delhi, Mumbai, Bengaluru, Chennai, and Hyderabad, where affluent female consumers are concentrated.
  • Behavioral Insights: Leveraging browsing behavior on the brand’s website, such as interest in luxury items, past purchases, and engagement with high-ticket categories like fashion, jewelry, or premium gadgets.

2. Premium Inventory Selection: High-Visibility Ad Placements

To ensure the campaign reached its target audience in the most impactful way, premium ad placements (ATF) were selected on high-traffic, quality platforms known for attracting HNI/UHNIs:

  • Truecaller: A mobile app widely used by women in India, particularly in metro cities. The app’s premium ad slots provided direct access to a mobile-savvy, affluent audience.
  • Women’s Lifestyle Website: A high-traffic platform dedicated to women’s lifestyle content, including topics like fashion, beauty, health, and wellness. This site attracted a highly relevant audience of affluent, educated women who actively engage with luxury and lifestyle brands.
  • Times of India (TOI): A top news platform with a broad reach in metro cities. TOI’s premium ad slots (ATF) ensured high visibility for the campaign, especially among women who consume news and lifestyle content.

These platforms were carefully chosen to ensure that the brand’s ads appeared in high-visibility, premium slots, targeting users who were most likely to engage with luxury products and services.

3. Tag-Based Targeting for Precision and Personalization

Adbell Media’s tag-based targeting allowed the brand to deliver personalized ads based on real-time audience behavior and data. Key features of the tag-based approach included:

  • Behavioral Targeting: Ads were tailored based on the user’s past interactions with the brand, such as browsing specific product categories (e.g., luxury jewelry or premium fashion). Women who had shown interest in these categories were served targeted ads for similar products or new arrivals.
  • Geo-Targeting: Ads were served only to users in the specified metro cities, ensuring the campaign’s focus on urban, affluent women.
  • Dynamic Creatives: Dynamic creatives were used to show relevant ads based on the individual’s browsing history. For example, a woman who previously viewed luxury handbags was shown ads featuring similar or complementary products, like designer wallets or accessories.
  • Frequency Capping: To prevent ad fatigue, the frequency of ad exposure to each user was capped, ensuring that the brand’s message remained fresh and non-intrusive.

4. Real-Time Optimization

Throughout the campaign, Adbell’s platform continuously optimized for the best-performing audiences and placements. Key features included:

  • Real-Time Bidding: The platform optimized ad bids in real time, ensuring that the brand’s ads were shown to the most relevant users while maintaining cost efficiency.
  • A/B Testing: Different creatives were tested, and the best-performing versions were scaled across the campaign.
  • Performance Monitoring: Engagement metrics like click-through rates (CTR), ad interactions, and reach were continuously monitored to ensure the campaign was effectively reaching the desired audience.

5. Upper-Funnel Strategy for Engagement

The campaign was specifically designed for upper-funnel engagement, focused on generating brand awareness and interest among women aged 30-45 in metro cities. Key performance indicators (KPIs) tracked included:

  • Impressions: Ensuring the campaign generated 1 million impressions per day, providing widespread visibility across metro cities.
  • Click-Through Rate (CTR): The average CTR of the campaign was 0.38%, which is strong given the premium nature of the audience.
  • Engagement: Engagement metrics like time spent on ads, clicks, and interactions with dynamic content were prioritized.

Since the goal was to build awareness and engage premium users, customer acquisition was not the immediate focus. Instead, the goal was to capture high-value leads who could later be retargeted in lower-funnel campaigns, using platforms like Meta Ads for more personalized conversion-focused messaging.

Results

The campaign successfully delivered 1 million impressions per day for 30 days, engaging a premium audience of females aged 30-45 in India’s metro cities. Here’s a summary of the results:

  • Impressions Delivered: A total of 30 million impressions were delivered over the course of the 30-day campaign, ensuring consistent visibility among the target audience.
  • Click-Through Rate (CTR): The campaign achieved an average CTR of 0.38%, which is strong given the premium nature of the audience.
  • High-Quality Engagement: Many users engaged with the ads, clicking through to learn more about the luxury products being promoted.
  • Upper-Funnel Success: Since the goal was to build awareness and engage a high-value audience for future retargeting, the campaign was considered a success in terms of engagement and reach.

The high-quality engagement with this targeted demographic has laid the groundwork for future lower-funnel retargeting campaigns aimed at converting these users into paying customers.

Conclusion

This campaign demonstrates the effectiveness of combining 1st party data and Adbell Media’s tag-based targeting to reach a specific, high-value demographic: females aged 30-45 in India’s metro cities. By focusing on upper-funnel engagement and targeting premium ad slots on platforms like Truecaller, a women’s lifestyle website, and Times of India, the brand was able to engage affluent women and build strong brand awareness.

The 0.38% CTR and 1 million daily impressions proved that precise targeting with premium inventory can deliver high-quality results. With this upper-funnel engagement, the brand has successfully positioned itself for future lower-funnel conversion campaigns, ensuring that only the most relevant and engaged users are retargeted for eventual conversion.

This case study highlights the power of programmatic advertising and data-driven targeting in building awareness among premium audiences and setting the stage for ongoing customer acquisition.