₹2.5Crore with a 3 Steps Approach – How we helped this DTC BEDROOM DECOR brand scale up profitably in 8 months
We got in touch with the client back in November 2021. I was on my way to the airport as I took the call with him… but it didn’t materialize.
I was a bit disappointed. I gave my best shot on the call, and it was a brand worthy of the ‘Brandslane Treatment’ … something which enabled the brand to scale up to ₹2.5Crore revenue in 8 months with improved profitability of 3.5X!!
The First two Foundational Months:
In the first two months as we commenced upon stablising the ROAS we had to build a solid base to consistently grow upon.
We ended up growing the brand’s revenue to ₹70L in two months while improving their dwindling profitability by 120%.
The few favorable things we had were.
- Solid Product
- Well Tested Market
- Amazing Testimonials
- And best of all…visionary founder with rock solid fundamentals
Build a business, not our valuation Rakib
..this is what he said to me on the call!!
The core issue the brand was facing at the time was a lack of profitability. The brand is pitted against few of the biggest brands in the DTC India space. Which means stiff competition and focus on topline rather than profitability.
We started with the brand on 1 April 2022.
The results have been promising. This is how you build back profitability.
1. Go back to the basics – See what works and what doesn’t:
This might seem like very basic advice but this is how you start. When a brand has been marketing for a couple of years, there is nothing under the sun they haven’t tried.
So when we started, we just focused on the fundamentals.
What has always worked for the brand?
What audiences bring best results?
What sort of product lines work best?
What sort of ad creatives and brand tones (we even figured out what colours the audience resonates more with)?
What copy length & tone has worked best in the past?
The core idea is to optimize the performance by focusing on the best performing assets.
Before preparing the ship for the world tour… prevent it from sinking 😉
As you can see right here, from the second week onwards the performance started to re pivot and reached an all time high in the coming week.
2. Go Direct Response with Brand Play + Product Usability:
Every product is different but people connect with any brand for two reasons
They connect with the branding elements (Message, brand lingo, social media etc)
They connect with the product usability
We leveraged both. Two weeks in we realized that the brand isn’t just facing a media buying problem…but a messaging problem as well.
So we help refine the messaging of the brand as well as for each focus product category.
My team did a solid brand audit where we shared appropriate creative/messaging direction to be taken for the brand.
These are very simple things that brands sleep upon at times. How did we do it?
Since it is a bedroom decor brand it has problem solving elements in terms of USPs. So the messaging very much needs to poke at these problems.
‘Having trouble doing _____’
‘Just moved and want to redo your bedroom’
‘Feeling tired every morning? Try our____’
Test multiple hooks to see what works best. Do this for each category & different customer avatars and you are gold!!
3. Take a Category wise approach:
When a brand has multiple product categories, each won’t be as profitable as the other. Also each will have a widely different use case than the other.
This means treating the audiences/strategy/messaging for each category differently on Facebook as well as Google.
This was all we did…3 steps
Optimize
Find Right Message for Brand and Each Category
Different approach for each category
This all lead to some solid growth for the brand, along with a major shift in ROAS.
I hope this case study was helpful in establishing how important a brand’s ad messaging is. If you wish to scale up your brand to a similar degree…book a call with us
