Case Study: Digital Transformation

Ajmal Perfumes: New Customer Acquisition at Scale

A strategic initiative focused on scaling new customer acquisition profitably in a saturated market.

Introduction & Objectives

Ajmal aimed to attract high-intent perfume buyers in India and expand its reach beyond loyalists. The focus was on scaling new customer acquisition profitably.

Challenges & Solution

Challenge: Saturated market + expensive traffic.
Solution: Targeted detailed interests + NCA-focused Advantage+ campaigns.

Key Outcome

6x+

ROAS from Top-of-Funnel

Acquisition Lift

126%

ROAS Growth (NCA)

Revenue Boost

20%

Addtl. Revenue from WhatsApp

Project Focus

Detailed interest targeting
Cold-audience testing
Fragrance benefit-driven UGC ads

Strategy and Performance

Our Methodology

We broke away from broad ASC and tested niche clusters: "Luxury Fragrance Lovers," "Arabic Oud Buyers," and "Wedding Gifting." With compelling UGC and static ads highlighting longevity, sophistication, and packaging - our TOF campaigns began converting like BOF.

Quantifiable Results

ROAS grew by 126% within Top of Funnel (NCA campaigns)
Conversion Rate improved by 38% through offer-based UGC
CPA dropped by 22% after creative refresh
Scaled WhatsApp opt-ins + remarketing to drive additional 20% revenue lift

Audience Strategy

Focus Shift:

Instead of relying on broad targeting, we focused on detailed interest targeting to find high-intent cold audiences efficiently.

Creative Focus:

The ads highlighted fragrance benefits (e.g., longevity, sophistication) using authentic-looking UGC, which significantly boosted conversion rates.

Conclusion & Key Takeaway

Not all perfumes need to smell like roses to sell�sometimes they just need the right audience + a story that sticks.

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