Fempowered

Client Overview: Fempowered is a wellness brand dedicated to empowering women with affordable, high-quality products that support their journey of wellness and self-care. With a commitment to accessibility, Fempowered aimed to achieve a high sales volume while maximizing profitability on a low-ticket product model.

Objective: To generate ₹60 lakh in revenue by strategically investing ₹15 lakh in ad spend, targeting a ROAS of 4. The campaign aimed to reach a broad customer base, leveraging the affordability of low-ticket items to maximize reach and conversions.

1. Campaign Goals and Market Analysis

• Product Selection: Focused on popular, affordable wellness products that appeal to Fempowered’s core audience.

• Audience Definition: Defined target audiences of women aged 18-45 interested in self-care, wellness, and empowerment. Segmented by new and retargeting audiences, including lookalikes based on past customers.

• Metrics: Set key performance indicators (KPIs) to achieve a ROAS of 4, optimize cost per click (CPC), and maintain a favorable cost per acquisition (CPA).

2. Campaign Strategy and Execution

• Platform Focus: Ran ads on social media platforms with high engagement in the wellness and lifestyle niches, specifically Facebook and Instagram.

• Ad Formats: Used a mix of carousel ads, video ads, and user-generated content to showcase product benefits and foster brand trust.

• Ad Copy & Visuals: Developed ad copy that highlighted empowerment, quality, and affordability, paired with engaging visuals to show products in use.

• Promotion and CTA: Included time-sensitive discounts and strong CTAs like “Shop Now” to create urgency and encourage immediate action.

3. Optimization and A/B Testing

• Audience Targeting: Segmented audiences into new and retargeting groups, with lookalike audiences based on previous customers to expand reach.

• Ad Testing: Conducted A/B tests with various creatives, including lifestyle and product-focused ads, to determine the most effective approach.

• Bid Adjustments: Regularly optimized bids to maintain a low CPC while maximizing reach and impressions within budget.

4. Results and Key Metrics

• Revenue: Successfully generated ₹60 lakh in revenue, hitting the target.

• ROAS: Achieved an impressive ROAS of 4, indicating that for every ₹1 spent, ₹4 in revenue was generated.

• Ad Spend Efficiency: Efficiently managed a total ad spend of ₹15 lakh by continuously optimizing targeting and creatives.

• Conversions: Drove conversions through effective targeting, retargeting, and engaging offers, achieving a high conversion rate.

5. Key Takeaways and Insights

• Emotional Engagement: Ad creatives that emphasized empowerment resonated strongly with the audience, supporting Fempowered’s mission and increasing conversions.

• Continuous Optimization: Frequent A/B testing and audience segmentation were critical for maintaining a high ROAS.

• Cost-Effective Targeting: Leveraging lookalike and retargeting audiences helped keep the CPA low, contributing to overall campaign success.

6. Conclusion

Through a strategic, data-driven approach, Fempowered reached its revenue target of ₹60 lakh with an ad spend of ₹15 lakh, achieving an outstanding ROAS of 4. This case study underscores how thoughtful targeting and creative optimization can drive substantial revenue for low-ticket products while staying true to Fempowered’s mission of empowering women.