Case study · D2C growth · April 2024 to now
Perfume you can't smell on a screen. 3.5x back on Meta ads, for 6+ months.
Madhur Tyagi, an AI growth partner for founders, brands and creators, based in India, has led growth and performance marketing for Oucch, a D2C solid perfume brand from India, on contract since April 2024. The result: 3.5x+ Meta ROAS held for 6+ months and 35% lower cost per lead.
Current client. We run it end to end: content, lead generation, follow up systems, website and influencer marketing.
At a glance
- Brand
- Oucch, a D2C solid perfume brand from India
- When
- April 2024 to now. Current client.
- My role
- We run it end to end: content, lead generation, follow up systems, website and influencer marketing. That includes Meta ads, retargeting, creative strategy, and the systems behind them (workflow automation, DM flows, CRM).
The problem
Perfume is hard to sell online. Nobody can smell it through a screen, so a stranger has to trust the brand before the first order.
So the ads have to earn trust and pay back at the same time. And the brand needs reach that doesn't cost money every single day.
What I did
Step 1
Rebuilt the Meta account
Split the audience into segments, retargeted people at each stage of buying, and tested a new creative every week.
Step 2
Cut what wasn't paying back
Split campaigns by funnel stage and switched off the ad sets that weren't earning their money.
Step 3
Reels first, with small creators
A Reels first content plan with small creators. The followers came from content and creators. None were paid for.
Step 4
Built the system behind it
One automation flow: ad click, chatbot questions, CRM, then WhatsApp or email follow up. A live dashboard for ROAS, cost per lead and drop off, so budget goes where it pays. And the brand's first Google Ads, on Search and Shopping.
Results
- 3.5x+return on Meta ad spend, held for 6+ months
- 35%lower cost per lead
- 2K to 47KInstagram followers, none paid for
Numbers from my own work on this account, in Harry's own words below.
In Harry's words
“Our Meta ads were spending, but we couldn't see what was actually paying back. Madhur has run our growth since April 2024, and he works like an owner. He split our ads by funnel stage, tests new creative every week, and built the follow up flows that answer every lead. … If you want someone who treats your ad budget like his own money, talk to Madhur.”
What this means for you
The gains came from structure: the right ad for each stage of buying, wasted spend cut, and content that grows reach for free.
You can start all of that without raising your budget. Find where the money leaks first, then scale what already works.
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