Stationery

A boutique stationery label known for its elevated aesthetic—think undated planners, minimal desk tools, and artist-designed notebooks. The brand had strong product-market fit with a niche audience but faced challenges scaling profitably due to lower AOV and high creative fatigue.

The Challenge
The brand’s visuals were stunning, but campaigns were underperforming. Paid ads lacked a clear hook, most messaging leaned too aesthetic (e.g. “beautifully made”), and shoppers often added just one item to cart—leading to thin margins after CAC.
The goal: improve AOV and CAC efficiency without compromising the brand’s visual identity.

1. Repositioned Around Function + Emotion
   Instead of marketing the products as “pretty paper,” we reframed them as tools for productivity, reflection, and gifting.
   New angles like “For minds that work better on paper”, “A dopamine hit for your desk”, and “Notebooks you’ll actually finish” outperformed traditional lifestyle messaging.
   🎯 CTRs increased by 38% in the first 3 weeks of testing new copy.
2. Bundle-Building for AOV Uplift
   We created curated sets—The Daily Ritual Kit, Back-to-School Starter Pack, and Gifting Under ₹999—all visually merchandised and aligned with occasion-based buying. These bundles were built to simplify choice while increasing cart value.
   🛒 AOV increased by 26%, with bundles accounting for 42% of orders by Month 2.
3. Creator-Led Demonstrations
   We collaborated with micro-creators and handwriting artists to show the product in action—journaling, organising, goal-setting. This not only made the products tactile but also built trust in the paper quality and layout.
   📹 Top UGC creatives delivered 2.1x higher ROAS vs brand-led visuals.
4. Optimised Conversion Path
   We developed collection-specific landing pages and tested mobile-friendly formats with sticky CTAs, visual gift guides, and credibility blocks (like customer reviews and refill compatibility).
   🖥️ Landing page CVR improved by 33% compared to sending traffic to generic PLPs.

• ROAS improved by 41% compared to the baseline
• AOV up by 26%, CAC down by 17%
• Repeat purchase rate rose by 27%, thanks to age-based email journeys
• Repeat purchases rose by 22%, unlocking sustainable paid growth across Meta, Google, and Pinterest

Takeaway
Even in lower-ticket D2C categories like stationery, strong positioning and bundled experience design can create the margin headroom needed to scale—without cheapening the brand.