Case study 1 · D2C · current client since April 2024
A D2C fragrance brand: 3.5x+ back on Meta ads, held for 6+ months.
Context
The client is a D2C fragrance brand from India that sells solid perfume. I have led its growth and performance marketing on contract since April 2024, end to end: content, lead generation, follow up systems, website and influencer marketing.
Problem
Perfume is hard to sell online. Nobody can smell it through a screen, so a stranger has to trust the brand before they order. The ads had to earn that trust and pay back at the same time, and the brand needed reach that does not cost money every day.
What I built
- Rebuilt the Meta ads account: audience segments, retargeting at each stage of buying, and a new creative tested every week.
- Split campaigns by funnel stage and switched off the ad sets that were not paying back.
- A Reels led content plan with small creators, so reach came from content rather than paid followers.
- One connected flow: ad click, chat 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. Plus the brand's Google Search and Shopping ads.
Result
- 3.5x+ return on Meta ad spend, held for 6+ months
- 35% lower cost per lead
- Instagram from 2K to 47K followers, none paid for
What I'd do next
Put a desk on the DMs the content now brings in. When reach grows this way, questions arrive in the chat before they arrive at checkout. A trained reply, two questions before the price and a follow up on Day 1, 3 and 7 would turn more of that attention into orders.
Read the full case study →
Case study 2 · product launch · FreeStand
Evocus H2O: a ₹15 lakh launch, run end to end.
Context
Earlier in my career I was in the founding team at FreeStand, a product sampling company. For Evocus H2O Black Alkaline Water I ran a digital sampling launch in Delhi and Gurgaon, from the campaign build to the final product delivery.
Problem
Black water looks strange, and people do not buy a strange drink from an ad. They want to try it. Samples also had to reach health conscious buyers who could pay for a premium drink, at addresses that could actually be delivered to.
What I built
- Instagram and Facebook ads aimed at health conscious buyers in South Delhi and Gurugram, built around one question: why is this water black?
- A chat funnel on WhatsApp and Facebook Messenger that explained the product, asked qualifying questions and checked the pincode before a sample was promised.
- Samples claimed inside the chat and delivered home, so no bottle went to someone who would never buy.
- A follow up after every delivery, with the answers fed back into ad targeting.
Result
- A ₹15 lakh launch campaign, run end to end
- 2 cities: Delhi and Gurgaon, from the opening ad to the final delivery
- FreeStand published the campaign as a case study on its own site
What I'd do next
Today I would add a desk behind the chat for the buyers who ask something the flow cannot answer, and a written follow up on Day 1, 3 and 7 after the sample lands. The sample earns the interest. The conversation after it earns the order.
Read the full Evocus H2O case study →FreeStand's own case study ↗
Case study 3 · personal brand · coach
Dr Piyush Prabhat: a lead system for a coach, from content to program sales.
Context
Dr Piyush Prabhat is an NLP trainer who sells coaching programs and runs events. He is one of the 15+ coaches and creators I have worked with.
Problem
A coach's audience lives on several platforms at once. Interest shows up as a comment, a DM or a video view, and each one needs a path to a program or an event, or it fades.
What I built
- An end to end lead generation system, including Instagram, Facebook and Messenger automation.
- Growth work on his YouTube channel.
- Lead generation for his events.
- The sales path for his coaching programs.
Result
- The system sold his coaching programs and generated leads for his events.
- His numbers are his, so they are not published here.
What I'd do next
Move the money conversations to one desk. Comments and DMs from every platform would land in one queue, each price question would get two questions before the price, and every quiet lead would get a follow up with an end.
His YouTube channel ↗
Results vary by business. Past results are not a promise of future results.
Scope: the fragrance brand's numbers are its own. ₹15 lakh describes one campaign at FreeStand. The track record above is my career across clients.