The Challenge:
Vismay, a fashion brand, was looking to scale its D2C sales across digital platforms. While the brand had a loyal offline customer base, online performance was inconsistent due to a lack of targeted acquisition strategies, creative depth, and audience segmentation. The challenge was to build a consistent revenue engine across Meta and Google while keeping ROAS healthy and scalable.
Pain Points:
- Limited new customer acquisition due to broad targeting and lack of regional focus.
- Low creative variation across platforms, leading to reduced engagement.
- Underutilization of retargeting potential from existing customer cohorts.
- No structured testing for ad formats or content types across TOF & BOF funnels.
Our Strategy:
We focused on building a full-funnel growth strategy across Meta and Google, balancing new customer acquisition with retention. Our key focus was on the South Indian audience familiar with the brand and optimizing creatives to suit their content consumption behavior.
Key Objectives:
- Build localized prospecting campaigns targeting high-potential South Indian regions (Kerala, Tamil Nadu, Karnataka, Telangana).
- Retarget existing customers using dynamic catalog ads and WhatsApp re-engagement flows.
- Introduce diverse creatives (UGC, statics, high-production videos, carousels) to test performance and reduce fatigue.
- Leverage platform-specific strengths such as Meta for TOF/BOF funneling and Google for high-intent search conversion.
Execution:
Phase 1: Campaign Launch & Audience Targeting (March 2025)
- We kickstarted performance campaigns from March 12, targeting returning customers with catalog retargeting ads, while launching regional prospecting ads on Meta.
- Parallelly, Google campaigns focused on branded and category-level search terms.
Phase 2: Content Expansion & Funnel Diversification (April – May 2025)
- April marked the introduction of varied creatives, from UGCs to high-production videos in Meta’s TOF campaigns.
- In May, we leaned deeper into workwear and casual wear angles via relatable UGC content to scale conversions.
Phase 3: Retention and Scaling (June – July 2025)
- We introduced AI-generated video ads and initiated WhatsApp campaigns to re-engage past customers.
- Spend was scaled strategically across both Meta and Google based on conversion trends and cohort performance.
—
No items found.
No items found.
Key Takeaways:
- Hyper-localized campaigns in South Indian markets significantly improved acquisition quality and revenue consistency.
- Testing a variety of creatives (UGC, videos, carousels) helped maintain engagement and reduce CPA over time.
- Introducing AI-led video formats and WhatsApp remarketing further boosted retention and LTV.
