Kidswear DTC brand scaled by 281% to a ₹1.81Crore+ revenue in just 7 months with Thewolfmedia
When this brand start off with us, the founder had a singular request
“Make my Top of funnel acquisitions profitable”
The founder and I connected on a fateful afternoon in September 2022. We instantly recognized the issue their brand was facing…and embarked on a journey that literally changed their entire business…. from ₹6 Lakh monthly revenue, to consistent ₹45 Lakh.
The brand is into kids apparel, you acquire the customer once, and they are yours as the child grows older. Sweet deal right?
That is a double edged sword though. Almost 50% of the revenue was being driven by repeat purchasers. Meaning…new customer acquisition was just not happening.
Due to this, the brand was stuck at a monthly revenue of ₹6 Lakh revenue level throughout the major part of 2022.
When this brand start off with us, the founder had a singular request
THE FOUNDATION MONTHS (Oct 2022 to Dec 2022)
As any engagement, this one started off with benchmarking of KPIs as well…basically understanding what CPCs, CPLPVs, CPATCs etc are standard for the account in our Strategy Documentation.
We started testing our creative variations in a Sandbox Campaigns for creative testing. The team launched ads onto broad audiences and observed what creatives got the maximum scale, sustainability & longevity. Since we were testing creatives here, we had just one creative per adset.
Due to season shift around October, we observed that winter clothes for kids were starting to take off, so we devoted a separate campaign for the same with some top audiences.
Then we started setting the retargeting structure. Ideally, we prefer leaving no stones unturned. So we started off with Catalog retargeting ads for anyone who engaged with the products in last 30 days.
Apart from this the customer database was also targeted. To add variability on creatives on retargeting from, here we tested with 3 to 4 creative per ad set
Sounds pretty standard up there am I right? Some top of the funnels and some retargeting. No biggie.
But what data an expert media buyer derives from this is invaluable.
1. They get a feel of the account.
2. The team understands how an account reacts to budget increases
3. Small test feed the intuition loop regarding the brand.
This led to roughly ₹2.8 Lakhs of spends in the first month with a 63% rise in revenue, 34% drop in return customer rate and an overall 40% improvement in ROAS.
Month 2 continued with almost the same structure…but the worst was about to come.
THE UNFORTUNATE DOWNTURN IN DECEMBER
Everything is going well till now.
The team launched our signature Full Funnel Campaign structure, a simple structure we use for any sale event where every aspect of the acquisition funnel is tapped in an ABO campaign
Soon with this setup, finally the brand hit their first ever ₹1 Lakh sales day. It was all heading towards a Merry Christmas, with a projected ₹20L January.
From ₹20K days to ₹1 Lakh days in 2 months…the whole team was super happy.
But there was one major flaw in our projection. We failed to find a revenue driver post. The best seller winter clothes got sold out.
And by 10th December….the downtrend had started off.
We scaled down, dropped the spends and started to sustain the ROAS to an overall better number.
We ended 2022 with a 9% revenue drop. A sustained ROAS…but a bruised ego.
‘Did we celebrate earlier than we should have?’
The founder asked me…showing her skepticism.
We got you guys back up 3 months back…we can do the same again. Trust us’
I texted her back.
A HAPPY NEW YEAR - MISSION ₹1L DAYS
This month’s goal is simple. Sacrifice the ROAS a bit to scale back to the pre-December glory days’
TESTING
Set up new audiences in the Sandbox campaigns, as seasonality shift has happened, we will launch them with pre validated audiences ( LAA1% of LPV, ATC, IC, Purchase, Top Interests and Broad) to see what scales with a minimum of BE.ROAS
In January we found a couple of reels and product catalog to be the winner and creative. Scale away!!!
SCALING
Keep a very strong eye on this campaign, as a single day can lead to huge spike or drop in sales.
Apart from this we also ran an Advantage+Shopping campaign, but the previous two campaigns were where major efforts were put.
The Testing Scaling circle is a beautiful system. We always keep testing assets, offers, creatives & audiences for the next month…and whatever we find as a scalable asset, gets transferred to the Scaling campaign
And as you can see…by the end of the month of January, the brand hit ₹1 Lakh sale day.
HIGHEST MONTHS EVER
This was all it took to build a robust system that builds scale. The client was so happy with the numbers, when we did ₹2Lakh revenue day for them by February she distributed Laddus to her entire factory!!
Here goal for a ₹30Lakh revenue February was crossed. Thewolfmedia helped them hit a ₹40Lakh+ month.
As you can see, since January end, the brand has achieved about ₹1.28 Crores in revenue..in just three months
Since January, the brand has spent about ₹31 Lakh on Facebook ads with just total 9 campaigns ( with just 5 to 6 being active in a month). We have made an average of ₹45 Lakh each month since January ended, with no signs of stopping
The goal in any ad account should be to consolidate everything as much as possible to make it simpler to understand & easier to scale… and that’s how you do it, The Wolfmedia way!!
