55% lower cost per new customer on Meta for a Mumbai D2C premium luggage brand, in 60 days.

The challenge

The brand had stalled at Rs. 80 lakh a month in revenue. Its Meta account reported a healthy return on ad spend, but most of that return came from people who already followed the brand or had bought before. Whenever it raised the budget to reach new buyers, the cost of each new customer climbed past what a first order could pay for.

The ads were polished studio shots of the luggage. They looked good to people who knew the brand and did little to stop someone who had never heard of it, and the brand did not want to fall back on discounts to fill the gap.

The approach

Webzenia rebuilt the prospecting campaigns to exclude anyone who had bought in the last 180 days or engaged with the brand’s social accounts, so that budget went only to people who had never bought.

The studio shots gave way to creator-led video, and Webzenia ran the programme end to end: it found the creators, agreed their rates, wrote the scripts, shipped them the luggage and edited the footage into ads with motion graphics. The videos covered durability tests, packing tips and travellers moving through airports. Meta’s dynamic creative paired each one with several direct-response copy variations, so the openings and lines that brought first orders surfaced quickly.

The results

The cost of each new customer fell 55% in 60 days, from Rs. 2,800 to Rs. 1,260. That is the prospecting campaigns’ spend divided by first orders in Shopify, matched by UTM tags and a post-purchase survey, not Meta’s own new-customer figure.

First-time buyers across the store grew 4x, comparing the first 90 days with the 90 days before, at full price and without discounting.

By the end of month three the Meta budget was running 300% higher while holding the brand’s profit target. In month four the store took Rs. 3.5 crore, up from Rs. 80 lakh a month.

The stack behind it

• MAMeta Ads ManagerAds
• ShShopifyEcommerce