Woodland drives 7.7X CTR with omnichannel campaign in India, using dynamic CTV and mobile retargeting

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about Woodland
what Woodland wanted
branding solution offered by mCanvas
how the campaign was executed
youtube video
results
execution
campaign performance data
testimonial

about Woodland

Originating from Aero Group's legacy in crafting durable leather footwear since the 1950s, Woodland emerged in India in 1992 as a leading brand synonymous with rugged, outdoor-inspired footwear, apparel, and gear built for adventure. With roots in Canadian design and a deep understanding of the Indian landscape, Woodland empowers individuals to explore the outdoors with confidence and style.

what Woodland wanted

maximize sale awareness: To promote Woodland’s Autumn Winter Sale with up to 40% off across key categories like hoodies, jackets, footwear, and accessories.
boost online conversions: To drive seamless product discovery and purchases through Connected TV experiences and mobile retargeting.
strengthen brand recall:To deliver visually appealing, non-disruptive messaging on CTV to reinforce Woodland’s brand presence and value proposition.

mCanvas’ branding solution

format

omnichannel: CTV + mobile retargeting
single-screen interstitial

targeting

gender: males & females

location: pan-India

age-group: 18+ years of age

how the campaign was executed

dynamic storytelling on CTV: Animated banners showcasing sale categories like hoodies and footwear across the screen, ensuring the message stayed fresh, relevant, and visually captivating — without disrupting the viewer’s experience.
seamless mobile reconnect: Using an omnichannel strategy, viewers who saw the CTV ad were retargeted with single-screen interstitials on mobile, bridging brand recall with purchase intent — turning interest sparked on the couch into action by boosting conversions.

see the results for yourself

7.90 MN users

cumulative impressions (overall)

3.85%

CTR (CTV + Retargeting)
7.7X higher than benchmarks

8.14%

engagement rate(Branding)
23X higher than benchmarks

90.52%

VTR (CTV)

6.68 secs

avg. time spent(Branding)

execution

The omnichannel campaign began with Woodland’s lifestyle-focused TVC, evoking its adventurous brand spirit and setting the stage for the Autumn-Winter Sale to captivate TV viewers.
At the 13-second mark, overlay banners appeared, first with the “40% OFF” sale message, followed by animated sliding category highlighting like Hoodies, Jackets, and Footwear — maintaining visual interest throughout.
A scannable QR code stayed on-screen throughout the CTV ad-play, enabling instant transition from viewing to shopping without interrupting the TV experience.
The TVC concluded with the brand's logo, reinforced the sale offer, and showed the QR code as a call-to-action to maximize brand recall.
Any users exposed to the CTV ad-spot were retargeted on mobile with a single-screen interstitial, echoing the visual theme and sale messaging, and directing users to the landing page for seamless conversions.

campaign performance data

top devices as per engagement

testimonial

Our campaign reimagined seasonal marketing through CTV and mobile synergy. By dynamically showcasing categories via overlay banners, we kept viewers engaged without interrupting their journey. The retargeting strategy used mobile interstitials to ensure continuity from awareness to action. By garnering 8.14% engagement rate and nearly 8 million impressions, we achieved both scale and precision with mCanvas’ omnichannel approach.

Nikita Malhotra Singh, Global Head Of Digital Marketing, Woodland (Aero Club) Pvt Ltd