Overview

A home décor and gifting brand with a wide product catalogue partnered with us to improve performance efficiency on Meta Ads. While the brand had consistent spend and visibility, returns were underwhelming, and the funnel lacked clear structure.

This engagement focused on resetting performance through content, not increasing budgets.

The Starting Point

At the start of the engagement:

• ROAS hovered around 0.8

• Ads lacked freshness and format variety

• Products were shown, but use cases were not clearly communicated

• The same messaging was being pushed across all audiences

The task was to unlock scale by fixing the content and funnel logic, not by forcing spend.

Objective

• Improve ROAS sustainably

• Build a content-first performance funnel

• Segment audiences and messaging more intelligently
  
  

Use short-form video (Reels) as the primary growth lever

The Approach: Reels + Funnel Refresh

We treated this as a creative and segmentation problem, supported by structured testing.

1. Content-First Reset

Instead of relying on static-heavy ads, we rebuilt the funnel around Reels-led storytelling:

• Focus on product usage, placement, and cultural context

• Show décor pieces in real homes, temples, and festive setups

• Highlight emotional and functional value, not just aesthetics

This helped the brand move from catalogue-style ads to context-driven content.

2. UGC Testing & Production

A key lever was introducing UGC-style content:

• Tested creator-led and handheld formats

• Focused on authenticity over polish

• Produced multiple variations to identify what resonates at scale

Winning UGC formats were then systematically reproduced, turning creators into a repeatable performance asset.

3. Audience & Funnel Segmentation

We restructured the account to ensure:

• Different creatives spoke to different intent levels

• Cold audiences saw discovery-led reels

• Warm audiences saw product-focused and value-driven messaging

• Retargeting highlighted trust, relevance, and complementary products

This prevented overexposure and improved message relevance across the funnel.

4. Product Pairing & AOV Logic

To support efficiency, we layered in:

• Frequently bought together logic (decor + pooja + utility pairings)

• Cross-sell thinking aligned with religious and festive use cases

• Messaging that encouraged multi-item purchases naturally

This improved realised returns without aggressive discounting.

Channels & Funnel

Channels Managed

• Meta Ads (Instagram Reels, Feed, Retargeting)

Funnel Focus

• Content-led cold acquisition

• Segmented retargeting

• ROAS and AOV improvement

Results

With a monthly ad spend of ~₹2.5L, the funnel delivered a clear turnaround:

• ROAS improved from 0.8 to 4.0

• Strong performance driven by Reels-led creatives

• More stable returns due to audience and funnel segmentation

• Clear creative winners that could be scaled confidently