The Situation
Bummer, proudly featured on Shark Tank India, is a direct-to-consumer innerwear brand crafted to meet the needs of India’s 200 million+ digital millennials. When the brand came to us, they were looking to scale their monthly revenue from ₹30 lakhs to ₹1 crore within the next three months. Known for producing the softest and most comfortable underwear in the country, Bummer uses sustainably sourced MicroModal fabric, dyed in bold prints and vibrant colors, appealing to a youthful and fashion-forward audience. With this ambitious growth target, Bummer is strategically focused on increasing market presence and enhancing brand visibility. They plan to implement various strategies, including ramping up online marketing efforts, expanding their product range, and driving customer engagement through innovative campaigns. With a strong foundation and a clear vision, Bummer is set to revolutionize the innerwear market in India while remaining committed to sustainability and quality.
To accomplish this ambitious target, Bummer is exploring various strategies, including increasing their online marketing efforts, expanding their product range, and enhancing customer engagement through innovative campaigns. With a strong foundation and a clear vision for the future, Bummer is set to revolutionize the innerwear market in India while staying true to its commitment to sustainability and quality.
The Brief
Bummer is a direct-to-consumer innerwear brand featured on Shark Tank India, targeting India’s 200 million+ digital millennials with the softest and most comfortable underwear made from sustainably sourced MicroModal fabric. The brand is focused on scaling its operations threefold within the next three months, aiming to increase monthly revenue from ₹30 lakhs to ₹1 crore. To achieve this ambitious goal, we have to help bummer in implementing a multi-faceted strategy that includes leveraging various marketing channels and offer planning.
The Approach
In the first few weeks, our team concentrated on optimizing Bummer's paid search and social media accounts to drive significant growth. We began by restructuring the Meta account, which involved a complete overhaul of the existing setup. This meant scrapping the previous structure and launching with a lower budget to gradually increase spending while simultaneously improving return on ad spend (ROAS). This strategic approach allowed us to target a wider audience and optimize ad performance more effectively.
After the initial restructuring, we consolidated the campaign structure further, addressing key issues such as audience overlap and budget allocation. This optimization facilitated more efficient budget distribution, enabling Bummer to reach a broader audience while improving overall ROAS. Additionally, we implemented event matching, which enhanced our ability to measure ad performance accurately and better target users similar to those who had previously made purchases. These changes resulted in a substantial boost in performance and laid a strong foundation for future scaling.
Key Results from the Initial Phase:
41% Improvement in Google Campaign ROAS: By switching from enhanced CPC (eCPC) to target ROAS (tROAS), we optimized bidding in real-time based on desired returns, ensuring efficient spending aligned with business objectives.
87% Higher ROAS with Advantage+: In our split test between Advantage+ and manual campaign setups, Advantage+ outperformed the manual setup significantly, proving to be a more effective strategy while maintaining balanced budget allocation.
Aligning bid strategies with business goals was a critical component of our success. The strategic shift to tROAS allowed us to focus on maximizing profitability and ensuring that every advertising dollar was spent wisely in pursuit of Bummer’s growth targets.
Campaign Testing and Performance Analysis
Additionally, we conducted a split test between Advantage+ and manual campaign setups to determine the most effective approach. The results indicated that Advantage+ significantly outperformed the manual setup, achieving an impressive 87% higher ROAS. This noteworthy outcome was realized while maintaining a balanced budget allocation, with a 50/50 split between the two campaign types. Based on these findings, we decided to adopt Advantage+ as the foundation for Bummer's standard conversion campaign setup, leading to more effective budget allocation and enhanced ad performance.
Summary of Results:
Substantial Boost in Performance: The combination of restructuring, strategic bid alignment, and effective campaign testing resulted in notable improvements across all marketing efforts. This set the stage for continued growth and scalability in the competitive innerwear market.
By implementing these strategic initiatives, Bummer significantly enhanced its overall advertising performance, achieving key metrics that align with its ambitious revenue goals and positioning the brand for sustained success in the innerwear industry.
The Result
As a result of our strategic initiatives, we successfully scaled Bummer to a monthly run rate of over ₹1 crore, achieving a remarkable highest daily sale of around ₹14 lakhs. Over the span of just three months, we increased the brand's revenue by an impressive 300%. This growth is a testament to the effectiveness of our comprehensive approach, which involved meticulous restructuring of ad accounts, targeted campaign strategies, and innovative bid adjustments. By aligning marketing efforts with Bummer's business objectives and leveraging data-driven insights, we not only met but exceeded expectations, positioning the brand for continued success in the competitive innerwear market.
