₹5L to ₹35L a month, and a 44% repeat rate
A premium coloured lens brand in a category where the product is harder to sell and the positioning has to earn trust before it sells anything.
Results
- Monthly revenue
- ₹5Lto₹35L
- In a single quarter
- ₹1Cr
- Repeat purchase rate
- 44%
The problem
Softlens was spending ₹2L to ₹2.5L a month against ₹5L to ₹6L in sales. Creative volume was low. The website was poorly built and converting at 0.4%. The category made all of it harder. This is a premium coloured lens brand, which means the product is something people put in their eyes and pay above market rate for. The creative has to earn trust and justify a premium at the same time. Playbooks built for apparel push hard on desire and skip the trust part entirely, which is why most lens accounts stall early with a high cost per first order.
What we did
- 01
Found what was actually selling and backed it
We identified the bestsellers and put the budget behind them. Loss making products and campaigns were switched off and discontinued. We increased creative volume on the products that worked and kept adding new trending shades.
- 02
Restructured the whole account
Rebuilt so campaigns were consolidated enough to learn properly instead of spreading data thin.
- 03
Built a website that educates before it sells
A completely new, far more detailed site explaining the product properly. Conversion went from 0.4% to 2.8%.
- 04
Made repeat customers the growth engine
Heavy remarketing took the repeat purchase rate to 44%, the highest of any brand we run. For a product people use up and rebuy, that is what makes the growth compound instead of plateau. Prepaid moved to 40%.
- 05
Added Google as the brand got known
Softlens grew to 50,000 Instagram followers. Once people were searching the brand directly, we added Google to capture it.
44% of customers come back. That is the highest repeat rate on our roster.