A 6387.1% Increase in ROAS for a D2C eco-friendly home cleaning brand.

About the client - India's 1st Vinegar and Baking Soda powered cleaning products, formulated using 2 powerful yet natural and eco friendly ingredients.

Wanted us to work on Social and Performace side of their brand.        

? We started with a pilot Campaign to understand product traction and consumer behavior. Results ↓

? What did we understand from the pilot?

1. Creative Reaction: How users reacted to our creative assets.
2. Engagement Metrics: Targeted audience CTR, session duration, and browsing behavior.
3. Tools Used: Utilized Microsoft Clarity for insights on user activity on the website.

? Here's our way forward.

1. Mediachondria focuses on creative elements and propositions that highlight the problems the brand solves and the value for money it offers. and that's exactly what we did.
2. We shared creative samples that demonstrated strong engagement metrics, including a notable thumb stop rate (3-second video plays ÷ Impressions × 100) and hold rate (ThruPlays ÷ 3-second video plays × 100), ensuring our creatives were distinctive and captured attention.
3. Our analysis revealed that users were primarily drawn to viewing a product for 2 main reasons:

(A) Product Bundles: Offered at competitive pricing to enhance value.

(B) Thoughtfully Packaged Products: For instance, the dishwashing liquid featured a vibrant lemon yellow and the laundry liquid a soothing pale blue. These choices improved user engagement by making the products more visually appealing and relatable.

Phase 1: Prioritizing Conversions and Building Account Data!

? First Month's Results ↓

? Behind the Scenes Our Founder's Strategy Worked!

1. We built the top of the funnel - Using awareness on Meta and Instagram and Audience Network.
2. Drove users to the landing page.
3. We retargeted the above users with products and value-for-money specific ads.

Key Learning: By educating users about the problems our products solve and demonstrating their usage, we established a strong foundation. Consequently, when we targeted them with laser-focused ads—a specialty of ours—the ROAS and conversion rates significantly improved.

Phase 2: Scaling and Improving ROAS.

Despite our best efforts, the existing campaign did not improve in terms of ROAS. We also faced issues where the campaign did not spend to maintain the ROAS, causing either low ROAS or low conversions.

Long Story Short - Even after months of optimisation

AFTER RUNNING LIKE HEADLESS CHICKEN FOR MONTHS!!        

One morning, we observed a dramatic ROAS spike to 25, but by evening, it had dropped dead to just 3.2, signaling an immediate need for reassessment.        

We realised because our media investments being evenly distributed, despite having a mix of high-performing and underperforming products within the campaign. Furthermore, our strategy of frequently updating creatives and copy based on 7-day data intervals led to equal spending on both non-performing and successful products        

? UItimate Step.

1. Shortlist best-performing products.
2. Not just based on ROAS, but also Considering Conversion rates on ZMOT(Zero Moment Of Truth) and also AOV(Average order value)
3. And ran them on Advantage + Campaign.

                                                                     Results ↓        

? Of course, let me explain why.

1. The Advantage + campaign primarily targets your existing customers first, followed by lookalike audiences.
2. This strategy is particularly effective for performance campaigns focused on objectives like ROAS or leads.
3. We would advise against using it for awareness or clicks objectives, as it tends to attract lower-cost clicks from its Audience Network, which can result in paying for less meaningful engagement.

Additionally, we incorporated raw video ads in this campaign, which were pivotal for its success.

This approach not only reinforced our strategy but also served as another valuable lesson learned and milestone achieved in our ongoing efforts.        

Mediachondria Digital - Performance Case Study.

This success was made possible by:

• Hiral's Primary Pilot Strategy
• Rahul's On-Point Execution
• Denaika's Creative Contribution
• Vishnu's Scaling and Optimization Techniques.