Video testimonials drive ‘real customer’ marketing success at Chetmani Jewellers

The Varanasi-based brand is transforming customer advocacy into powerful social media currency through an innovative video strategy

Varanasi: Chetmani Ornaments & Jewellers has revamped its customer engagement strategy by leveraging video testimonials across social media platforms. The initiative, launched in July, marks a significant shift from traditional Google reviews to dynamic video content, resulting in enhanced community interaction and increased store visits for the brand.

“We were initially focused on Google reviews, but once we began sharing video testimonials, we witnessed a remarkable shift in customer engagement. Customers were eager to see their stories on screen,” says Sumit Agrawal, Director of Chetmani Ornaments & Jewellers. This transition has enabled the brand to showcase authentic customer experiences, fostering trust and relatability.

The response has been overwhelming, with nearly all customers embracing the opportunity to share their experiences on camera. “Almost 99 per cent of our customers were willing to share their experiences on camera. It is heartening to see people so excited about being part of our journey,” reveals Agrawal. This enthusiasm reflects a broader cultural shift towards public sharing of luxury purchases and experiences.

For Chetmani, the impact of these testimonials extends beyond social media engagement. New customers frequently mention viewing these videos before visiting the brand’s stores, confirming that authentic peer experiences significantly influence purchasing decisions. “People are drawn to authenticity,” explains Agrawal. He adds, “When they see others appreciating our jewellery, it builds a sense of community and trust.”

The campaign’s success is evident in increased foot traffic. “Though it is difficult to measure direct sales increases from these posts, we have seen a noticeable uptick in new customers. Every day, we are welcoming fresh faces to our stores,” notes Agrawal.

Looking ahead, Chetmani plans to encourage customers to share testimonials on their personal social media accounts, potentially amplifying reach through organic sharing. Agrawal says, “We want our customers to feel empowered to share their experiences. By tagging them, we not only provide recognition but also enhance community engagement.”

The campaign has successfully positioned Chetmani Ornaments & Jewellers as a customer-centric brand fostering genuine connections. Through authentic storytelling and community engagement, the brand is creating a vibrant ecosystem that enhances brand loyalty while driving new business, securing its position in India’s competitive jewellery market.

Written by Achal Chaubey

Retail Jeweller India Exclusive