Rebuilding a D2C account that was consuming its own demand
+97%revenue month over month, at stable ROAS
2xROAS from the lead-gen route vs online orders
+28%average order value
Revenue had flattened after an early surge
ClientPosh Puppies, a premium pet-nutrition D2C brand in India
My roleFounder, ABaCUS Imperials
TimeframeNov 2021 – Feb 2022
After an early surge, revenue had flattened. The client wanted more spend and new creative.
My audit showed the account was consuming demand, not creating it. About 80% of spend went on retargeting existing visitors, frequency had reached 5.2x, and there was almost no upper-funnel activity. I walked the client through the cohort and frequency data, and they agreed to a rebuild rather than more of the same.
Separate demand creation from conversion
I rebuilt the account in November 2021 with separate demand-creation and conversion layers. Month by month, from the client’s performance report:
- December: scaled spend, and revenue rose 97% month over month with ROAS held steady. Average order value rose 28%.
- January: a supply disruption limited stock, and efficiency dipped.
- February: I cut spend to protect efficiency, and ROAS recovered.
Revenue up 97% in a month, at steady ROAS
- Revenue rose 97% month over month in December, with ROAS held steady.
- Average order value rose 28%.
- Average monthly orders for December to February were 42% above November.
Insight. Orders through the lead-generation (WhatsApp) route returned about twice the ROAS of online orders, at roughly half the cost per order. That changed where the next dollar of budget should go.
A spike followed by a collapse is usually demand exhaustion, not a media problem.
Hiring for a role like this?astitvasawhney@gmail.comMore ways to reach me
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