Footwear

A luxury footwear label for women who value craftsmanship, comfort, and quiet elegance. Their shoes were already a hit among a niche audience, but the brand wanted to go beyond the early adopters and build scalable, profitable growth through paid media.

Early Wins
In the first 8 weeks, we leaned into lifestyle-driven ads that highlighted the brand’s core strengths—Italian leather, all-day wearability, and design-led minimalism.
By combining high-quality UGC with premium editorial-style creatives, we unlocked strong intent from working professionals and minimal fashion buyers.
🎯 ROAS was above 2.8x, with CAC well within the client’s target.
🛍️ AOV hovered around ₹8,500, with solid conversion from first-time visitors.

The Plateau
However, by month 3, as we scaled spend to capture more volume, ROAS began to slip. CAC rose by 23%, and top-of-funnel creatives began to fatigue. What worked for a small, high-intent audience didn’t translate as we pushed into broader segments.
We’d hit the classic scaling wall.

What We Did Next
We paused scale to regroup.
Over the next 6 weeks, we launched a rigorous creative testing sprint. This included:

• Angle pivots:From “luxury shoes” to “investment pieces for women who walk all day.”
• New ICP explorations: From fashion-first to function-first audiences (e.g., women in consulting, hospitality, and events).
• Hook-led ad formats: Focusing on foot pain relief, office-to-evening styling, and “designed for walking” claims.
• New landers: Tailored by intent—workwear, wedding season, travel wardrobe.

By Week 10 of testing, we saw a shift. One specific creative angle—“Shoes you can walk 10,000 steps in, and still look polished”—resonated deeply.
This became the backbone of our new campaign structure.

Results After Re-Stabilising

• Blended ROAS returned to 4.4xwith CAC stabilised across top campaigns
• AOV held steady, but returning customer revenue increased by 18%
• Email and SMS flows built from post-purchase insights lifted LTV by 12% over 90 days
• We resumed scaling by Month 5 with far more resilience across campaigns

Takeaway
This brand’s journey is a reminder that scale doesn’t come from more spend—it comes from deeper understanding. When early success fades, what separates a media buyer from a growth partner is the willingness to test, refine, and rediscover your audience.