Last Updated on August 6, 2025
Industry: FMCG
Service Focus: Performance Marketing
Date: May 2025
Client Overview:
Our client is a premium FMCG brand that offers high-quality instant dessert mixes and culinary ingredients. With products like tiramisu, panna cotta, chocolate mousse, and stabilizers, they serve both home bakers and the hospitality industry. Their core promise lies in delivering convenience without compromising on quality making gourmet desserts accessible and hassle-free.
The Challenge
The brand faced two critical bottlenecks:
- Low Average Order Value (AOV): Despite decent traffic, the revenue per order was underwhelming.
- No Clear Best-Sellers: The absence of a data-backed hero product made it difficult to scale ads effectively. This led to inefficiencies in campaign spends and inconsistent conversions.
The goal was clear: identify high-converting products and optimize ad spend to improve sales and ROAS.
Our Strategic Approach
1. Product Testing & Data Analysis
We began by running controlled test campaigns across a range of the client’s products to monitor:
- Conversion rates
- Add-to-cart ratios
- Customer feedback on landing pages
This helped us pinpoint the most in-demand and high-performing product based on real-time user data.
2. Creative Optimization with a Pain-Point Focus
Simple visual storytelling. Clear product value. This creative reduced drop-offs and helped drive a 96% sales boost in one month.
This high-converting creative tackled a key customer pain point — watery, unappealing milkshakes. By visually contrasting the product WITH and WITHOUT Brand’s Milkshake Thickener, we clearly communicated the value proposition.
Once the best-selling product was identified, we crafted hyper-targeted ad creatives focusing on key audience pain points:
- Time-saving benefits for home bakers
- Consistency and quality for professionals
Visuals and copy highlighted how the product simplified gourmet dessert preparation, building a compelling value proposition.
3. Budget Reallocation & Scaling
We shifted the majority of the ad budget to campaigns promoting the high-performing product. Simultaneously, we implemented continuous A/B testing to refine audience targeting, placements, and creatives all aimed at boosting AOV and purchase frequency.
The Outcome
Our performance-first, product-focused approach nearly doubled sales within a month. More importantly, the improved ROAS validated the effectiveness of strategic product prioritization and creative positioning.
| Metric | Result |
|---|---|
| Revenue Generated | ₹415,424.20 |
| Ad Spend | ₹203,246 |
| ROAS | 2.04 |
| Sales Growth | 96% |
Team involved:
Robish AK, Performance Marketing Executive
Akshaya M, Senior Account Manager
Reshma A Sabu, Account Executive
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Conclusion
By identifying the hero product and aligning creative messaging with customer needs, we transformed underperforming campaigns into a scalable revenue stream. This case demonstrates how data-backed decisions and smart creative direction can unlock exponential growth — even in a saturated FMCG market.
