Campaign 02 · Store launch

Open in the City

A store opening isn't a date — it's a moment the city talks about.

ObjectiveTurn each launch into a city-wide moment that fills the opening-month pipeline.

ChannelsGeo OOH · Meta geo · creators · PR · events · WhatsApp concierge

North-star KPIOpening-month walk-ins & qualified leads

Business context

Young in India, room to scale a playbook

2024

Zen Diamond's India entry — every new store opens a fresh local market.

Brand

40–50%

of annual diamond sales fall in the festive window — time launches to ride it.

Retail Jeweller India

64%

of non-bridal demand is local women self-purchasing — the launch's core walk-in.

De Beers India

The big idea

Make the opening a city event, then turn the buzz into booked visits.

A repeatable launch system — same spine, localised per city: geo-fenced teasers, a preview night people want an invite to, local press and partners, and a concierge that converts curiosity into appointments well past opening week.

Primary audience

The local discoverer

Lives or shops nearby, curious, swayed by local buzz, creators and convenience. Needs a reason to visit now — an event, an invite, a concierge who makes it easy.

Launch command centre

Six weeks, one repeatable runway

6-week launch timeline

AwarenessT–6w · City teaser + OOH liveGeo-fenced "something rare is coming"; store-window wrap.

BuzzT–4w · Creator city seedingLocal creators teased; first reels; partner outreach.

DemandT–2w · Preview invites + RSVPInvitations out; RSVP via WhatsApp/LP; guest list curated.

ReachT–1w · PR + local partnersPress embargo set; nearby luxury cross-promos live.

ConversionOpening week · Preview + publicPreview night, public open, first-100 gifting, concierge desk.

Retention+4w · Post-launch CRMFollow-up offers, appointment nudges, retargeting.

Event checklist

Venue & guest-flow plan
Guest list & RSVP tracker
Invitation design
Press kit
Creator hosting plan
First-100 gifting box
AV, music, florals
Photo / video crew
Store-team brief
Concierge desk
Lead-capture form
Safety & compliance

Channel plan & budget

Geo OOHCity presence, arterial + mall25%

Meta geoRadius targeting + RSVP ads20%

CreatorsLocal buzz + attendance20%

PRCity desks + glossies15%

EventsPreview night + public15%

WhatsApp CRMRSVP + concierge5%

OOH key-visual mockup

Something rare just opened in your city.

OOH · arterial + mall · geo-fenced launch

Launch city map

Role artifact · RSVP flow

Invite

Designed invite via DM / email / partner.

RSVP

One tap — WhatsApp or landing page.

Confirm

Auto-confirm + add to calendar.

Remind

T–1 day nudge with details.

Attend

Preview night, concierge greeting.

Follow-up

Thank-you + first-visit offer.

Role artifact · creator & press shortlist

Type	Who	Role at launch	Deliverable
City creator	Local lifestyle creator (50–200k)	Buzz + attendance	Preview reel + stories
Style creator	Fashion / jewellery stylist	How-to-wear credibility	Styling reel
Press	City desk + regional glossy	Coverage & legitimacy	Launch note + image pack
Partner	Nearby hotel / café / boutique	Cross-promotion	Joint offer + co-post

Role artifact · post-launch CRM

Thank-you

WhatsApp note + gallery.

First-visit offer

Time-boxed reason to come in.

D30

Appointment nudge

Concierge booking link.

D60

Lifecycle

Hand to "Grows With You" CRM.

Budget split & assumptions

A repeatable spine localised per city; budget splits weight presence (OOH/geo) and the preview event. All performance figures are illustrative targets for a modelled launch, not reported results.

Zzendiamond.inSponsored · Open in the City···

Delhi, we’re open.

Everyday luxury just opened its doors in your city.

Step inside the everyday-diamond house.

A space built for trying on — not just looking.

Worn by the city, for the city.

Diamonds made for real days, real commutes, real life.

First 100 guests, a Zen surprise.

Opening weekend only. Come say hello.

Find us this weekend.

Tap for the address, hours and your invite.

Get the invite →

1/5

2,317 likes

zendiamond.in Doors open this weekend. First 100 guests get a Zen surprise. 📍 #OpenInTheCity #StoreLaunch #WearYourZen

Swipe the campaign →

Social · campaign carousel

The launch post, as it would run

A swipeable Instagram carousel for this pillar — the creative as the audience would actually meet it.

The store-launch job in one view: turn a city's attention into footfall, sales and advocacy.

Measurement dashboard

What we'd judge it on

Opening-month walk-ins6,000vs steady-state baseline

Qualified leads2,400RSVP · enquiry · concierge

Preview RSVPs300curated guest list

Press pickups18city + regional

Local awareness+22ptswithin store catchment

Figures illustrative — targets for a modelled launch, not reported results.

Next pillar

Everyday Icons →

Creator strategy