overview
Brand Name [Name Withheld — Under NDA]
Industry / Niche Premium Stationery like journals, notebooks, to-do lists, etc.
Location INDIA
Best Creatives and
Performance Report
objectives
Improve ROAS from below 1.0 to sustainable levels
Build brand awareness through aesthetic and lifestyle-driven creatives
Drive consistent orders with controlled ad spends
Establish brand as a lifestyle stationery leader in India
Increase customer retention and repeat buyers
Expand product visibility into gifting and educational sectors
assessment
Women aged 18–35
Students, creators, entrepreneurs, yoga instructors, fitness coaches
New moms, working professionals, wedding planners
Instagram-first shoppers with a soft spot for mindful organization
analysis
| Brand | USP | Pricing Range | Ad Spend Estimate | ROAS Estimate |
|---|---|---|---|---|
| Odd Giraffe | Bold, expressive paper goods | ₹699–₹1599 | ₹3L/mo | 2.5–3.2 |
| Origin One | Minimal & modern premium design | ₹999–₹1999 | ₹2L/mo | 2.8–3.5 |
| Notex India | Functional design-focused journals | ₹499–₹1399 | ₹1L/mo | 1.9–2.2 |
analysis
| Strengths | Weaknesses | Opportunities | Threats |
|---|---|---|---|
| Visually distinctive, niche lifestyle aesthetic | Limited initial brand awareness | Rise in gifting, journaling, self-care markets | Intense competition from lower-cost alternatives |
| Strong product quality & gifting potential | Narrow repeat buying funnel | Collaboration with content creators | Platform saturation affecting ad delivery |
Problems
Identified
Initial ROAS stuck at 0.8 with declining CTR
No strong video/visual storytelling for emotional connect
Objective Chosen: Sales
Audience Targeting: New moms, students, content
creators, journaling enthusiasts, startup founders, investors, yoga teachers, self-care followers, flight travellers, aesthetic product loversCreative Format: Catalogue-focused, Reels, and Single Images
Campaign Structure: One sales campaign (multiple ad sets by persona) + one brand awareness campaign (focused on aesthetic values)
Duration & Budget: ₹1,000 per day total
projections
per month
Full funnel restructure.
Introduced brand-led creatives, optimized catalog, and tested engagement campaigns
Focused sales ads with
performance-first visuals. Segmented ad sets for repeat visitors and added testimonial creatives.
Introduced Reel-first ad formats with story-based visuals
Simplified check-out flow to improve conversion
Brand tone realigned to journaling + self-care vibe
Performance
Duration: 90 Days
Q1 2025
₹98,200
184
₹1200
₹2,20,800
2.23
₹533.64
~8%
Significant engagement uplift
Optimization &
Testimonial
Emotional + relatable content outperformed standard product shots
UGC-style ads improved CTR in both prospecting and
retargetingRepositioning the product as “self-care” vs. “stationery” yielded better ROAS
“You helped us go from invisible to unforgettable. This wasn’t just a campaign — it changed how people saw us.”
— Kanika Chauhan