How Kenstar Turned Seasonal Demand into a 260% Surge in D2C Conversions

Challange

Kenstar knew the opportunity existed. Indian consumers searching for home appliances do not browse casually. They arrive with specific needs, seasonal timing, and a shortlist already forming in their minds. The challenge was not visibility in the abstract. It was showing the right content to the right audiences at precisely the moment seasonal intent peaks, and staying present long enough to close the conversion.

Scaling a direct-to-consumer business requires more than reach. It requires a strategy that captures upper-funnel interest before competitors do, and then re-engages the buyers who showed intent but have not yet converted. Kenstar needed a campaign architecture that could do both at scale, with efficiency.

The Approach

Building for Two Moments, Not One

Kenstar and Lyxel&Flamingo charted a dual-campaign strategy using Google’s Demand Gen, built to work across both stages of the buyer’s journey simultaneously.

The first campaign layer targeted upper-funnel audiences through in-market and custom segments aligned to seasonal interest in water geysers and small home appliances. The goal was to reach buyers at the point of consideration, before they had committed to a brand with high-impact content that built both awareness and purchase intent in the same moment.

Closing the Loop with Remarketing

The second layer addressed the gap between interest and action.

A remarketing campaign re-engaged high-intent visitors who had already encountered Kenstar’s digital presence but had not yet converted nurturing them toward the purchase decision with precision and timing.

Together, the two layers formed a closed loop: capture new demand at the top, recover high-intent prospects at the bottom. Neither layer was designed to work in isolation. Their combined architecture is what made the results possible.