Marketing Case Studies
Diagnosing the real pain points, strategizing solutions, and writing growth stories.
The Case
Kama Ayurveda, India’s top-tier Ayurvedic beauty brand leading in the luxury skincare segment. Backed by Lighthouse and Puge investments, it stands apart with premium, authentic Ayurvedic formulations.
But in March 2015, their digital footprint told a different story.
- Online revenue: ₹40,000/month
- Monthly users: 10,251
- UX & funnel: Broken
- Digital faith: Nonexistent
Despite retail success, Kama feared digital would:
- Be drowned out by mass-market noise
- Fail against heavily funded D2C competition
- Waste limited budgets on low-intent audiences
- They needed focus, funnel fixing, and full-funnel firepower—without burning cash.
The Strategy & Impact
In our association of close to 6 years with the brand, it reached INR 2.5CR ($300K) in monthly revenue from its official website itself.
Strategy Snapshot
Laser-Sharp Targeting
- Demographic prioritizations: Female, 25–54, high income
- Psychographic shift: Brand voice changed from We to You
- Persona development: Clear emotional and intent-driven segments
Funnel Fix + Campaign Alignment
- Conversion-centric redesign consultation
- Full-funnel campaigns: Awareness → Engagement → Consideration → Conversion → Retention
- Loyalty ecosystem built with Amaya program
The Right Channel Mix
- Google Ads: Smart Shopping, RLSA, DSA, Brand Search
- Meta Ads: Interest-based + Lookalikes + remarketing
- YouTube: Experiments to validate impacts before the comprehensive branding campaigns with Bollywood celebrities
- Offline: Geo-fenced campaigns for in-store footfalls
- Content Marketing: To establish organic search dominance via informational keywords
- Search Engine Optimization: Ranking top commercial intent keywords
- Email Marketing: To nudge and nurture potential as well as existing customers
The Case
One of the best overseas education consultation today, back in June, 2016, AECC Global needed to expand to new countries at the same it wanted to scale up in the regions like Australia, India and Nepal.
The Cost Per Acquisition (CPA) needed to reduce in existing countries while it looked to penetrate fast in countries like Egypt, Vietnam, and Philippines.
There was also a sales goal for PTE (Pearson Test for English) vouchers in Australia.
The stiff competition from IDP was one of the obvious challenges for the brand. It needed to build a voice to cut through the competition.
The Strategy & Impact
Our association with the brand was for a bit more than 3 years. By the time, the brand built its in-house capabilities for marketing, we helped it establish a dominance in the industry in all target countries.
For the sales part, it became the largest authorized reseller of PTE vouchers in Australia. And, the CPA was unprecedentedly low.
- 223% increase in organic traffic in the very first year.
- 147.37% increase in vouchers sales in very first 6 months
- That too with merely a 10% decrease in the average session duration, given the surge in traffic came from non-brand organic searches and referrals.
- 25% improvement in lead qualification while increasing the absolute number by 70% in the first 6 months.
- The best part, the performance never reached the plateau, we kept scaling it steadily.
Strategy Snapshot
Intent Based Targeting
- Behavioural Segments: To reach international students in Australia
- Interest Segments: To reach students and parents looking for country and subject specific overseas education consultation
- Persona development: For students and parents interested in specific higher education courses and universities
Funnel Fix + CRO
- Conversion-centric website redesign consultation
- Intent based campaigns: Awareness → Engagement → Consideration → Conversion
- Getting students and parents to sign up for Virtual Fairs through live webinars and common pain points specific video ads.
The Right Channel Mix
- Google Ads: Search, DSA, Brand Search, Smart Display, Managed Placements, TrueView Video
- Meta Ads: Intersection of behavioural + Interests segments, Custom Audience, Lead Form Ads
- YouTube: TrueView videos answering common concerns to hit the right chords
- Offline: Google My Business listing campaign to drive footfalls to the consultation centres
- Content Marketing: PDF Lead Magnets, eBooks, Infographics, Videos
- Search Engine Optimization: Ranking top conversion intent keywords
- Bing Ads: To address key touch points on Bing and Yahoo searches
The Case
There are always some brands with remarkable products but struggle to make a mark because they do not reach right audience with the right messaging. Shaye was definitely one such brand when we worked with them.
We had a total association of about 3 years. The last association was as a consultant guiding their internal team and the agency they worked with.
The key challenges for the brand were:
- Not reaching the right target audience
- Inconsistent and generic messaging
- Confused positioning in the price and appeal based segments
- Limited exposure
The Strategy & Impact
The first thing we worked to fix was the very projection of the brand so that the right brand perception can be built. It was no use marketing to everyone when the product appeal matched to the modern women of today. The hustlers, the empowered, and the women who make their own statement.
We defined different persona and crafted messaging for them individually. It was important to maintain consistency in the brand voice, so the messaging across different marketing channels were aligned.
- 150% increase in number of conversions
- 40% improvement in conversion rate
- 24% increase in AOV with cart value specific offers
Strategy Snapshot
Redefined Targeting
- Demographic prioritizations: Female, 25–54, mid to high income segments. In the experiments we found that older women category from 55 to 64 intersected by high income segments had the second highest conversion rate.
- Psychographic shift: Ad headlines like – Make Your Own Statement, My Life, My Styles resonated well and eventually we started seeing shifts in the perception.
- Geo Segments: As the brand sells western wear, the budget optimization based on geo-segments like Tier 1, Tier 2 cities worked well.
- Channel Mix: Over-dependance of Meta ads was relieve by introducing Google Ads and SEO.
Funnel Optimization
- The forced redirect to Cart after Add To Cart was removed with the introduction of Slide-Out mini-cart. It made data of Checkout Steps real, the forced cart was making it look better when it was not.
- Full-funnel campaigns: Awareness → Engagement → Consideration → Conversion → Retention
- Community: Brand messaging and hashtag like shayetribe was introduced to foster community emotions.
The Right Channel Mix
- Google Ads: Shopping, Performance Max, Brand Search, TrueView for Action, Discovery
- Meta Ads: Manual Catalogue Ads, Canvas Ads, Advantage+, Category specific conversion ads with video and image creatives, manual carousels, custom audience and lookalike
- YouTube: TrueView for Action, Discovery, Sequence Ads
- Search Engine Optimization: Ranking top commercial intent keywords
- Email Marketing: To nudge and nurture potential as well as existing customers based on different segments