About The Brand

The Brief

One Ambition, Two Stages: Build the Engine, Then Open Up the Scale.

Create a D2C growth system on Meta and Google that could learn quickly, scale efficiently, and keep widening its customer base.

The work was framed as building a growth engine rather than running a series of campaigns. An engine keeps running and keeps improving, which meant the early decisions had to be made with the later ones in mind.

Two stages gave the engagement its shape:

• Stage 1: Building the Engine: laying the foundations the platforms learn from, through clean data, a simpler structure, and proven categories.
• Stage 2: Unlocking the Next Phase of Scale: expanding the engine itself, and growing the customer base alongside it.

The Challenge

Five Growth Questions the Engine Had to Answer Before It Could Scale.

Every D2C brand scaling meets them. Each one shaped a decision in the build.

01. Algorithms Learn From Their Signals, So the Signals Had to Be Clean: Ad platforms scale on the signals they receive. For Google Ads and Meta to learn well, the data behind every conversion had to be precise from the start, which made measurement the first question to answer.

02. A Structure Built for Learning Lets Campaigns Move Faster and Budgets Scale Cleaner: A growing account needs room to learn. The Meta structure had to be simple enough for campaigns to gather signal quickly, and flexible enough for budgets to scale more efficiently as spend increased.

03. A Range This Wide Needs a Confident Starting Point for Scale: Kimirica spans Bath & Body, Caddy Sets, Perfumes, and Skincare, with Gift Sets and Caddy Sets already proven as bestsellers. On Google, categories also needed space so that campaigns were not competing with each other. The starting point had to be clear, and every category needed its own room.

04. Similar-Looking Ads Read as One on Meta, So the Variety Had to Be Real: Meta treats similar-looking ads as the same creative. Scaling reach meant scaling variety too, so the engine needed genuinely different formats and voices for the platform and the audience to respond to.

05. Peak Moments Bring New and Existing Buyers Together, and Each Group Needs Its Own Path: Brand Day and Rakhi bring peak intent, and intent comes from both new and existing customers. The engine had to reach each group on its own terms, and bring interested visitors and past buyers back to complete the journey.

The Approach

Nine Moves Across Two Stages, Each One Built on the Last.

The engine was built first and scaled second. Four moves laid the foundations. Five more expanded what the foundations could carry, across two tracks: scaling the engine itself and growing the customer base.

Stage One: Engine

Start Where the Learning Starts: Give the Algorithms Clean Data to Scale On

After onboarding, the first step was to make Google Ads and Meta tracking precise. Every optimisation decision a platform makes depends on the signals it receives, so the quality of those signals shaped everything that followed. With clean data in place, the algorithms had a reliable base to learn from and scale on.

Simplify the Structure So Campaigns Learn Faster and Budgets Move With Confidence

The Meta account structure was simplified before spend was increased. A simpler structure gives each campaign more focused signal, which helps it learn faster, and it makes budgets easier to scale efficiently. The order was deliberate: structure first, spend second.

Back the Bestsellers First and Scale What Is Already Working

Spend was concentrated on proven categories such as Gift Sets and Caddy Sets. Starting with what already worked gave the first phase of scale a confident, evidence-led start, and a clear place for the budget to go.

Give Every Category Its Own Room on Google to Reduce Internal Competition

Performance Max was split by category. This reduced internal competition between campaigns and improved both feed and campaign efficiency, so each category could be managed on its own merits instead of sharing a single pool.

Stage Two: Unlocking the Next Phase of Scale

Track A: Scale the Engine

Rebuild Around Categories, So Every Product Line Gets Its Own Focus and Budget

Meta and Google were rebuilt into category-wise campaigns across Bath & Body, Caddy Sets, Perfumes, and Skincare. Each product line gained sharper focus, and budget could be allocated with more precision to the categories that earned it.

Widen the Creative Lens: Films, Influencers, and UGC to Bring Real Variety to Meta

Meta treats similar-looking ads as the same creative, so variety needed to be genuine rather than cosmetic. Films, influencers, and UGC were introduced to broaden the creative mix and give both the platform and the audience more distinct things to respond to.

Go Broader With ASC Broad, and Keep the Controls That Protect Efficiency

ASC Broad was used with ROAS and bid-cap controls. The combination let the platform expand reach and bring in more high-intent traffic, while the controls kept cost in check, so that traffic arrived at a lower cost.

Track B: Grow the Customer Base

Treat Brand Day and Rakhi as Doorways for New Buyers, Not Just Peaks in Demand

Brand Day and Rakhi were planned as acquisition windows: moments when buyers arrive with peak intent. Separate budgets for new and existing customers meant the campaigns could reach fresh audiences at those moments without the two groups competing for the same spend.

Bring People Back: Retarget the Interested and Re-Engage Past Buyers

Add-to-cart users and site visitors were retargeted to complete their purchase, while past buyers were brought back with refill and bundle offers. Together, these turned interest into orders and one-time purchases into returning relationships.

The Result

What the Engine Produced Once Every Stage Was in Place.

Measured against an April 2024 baseline, year on year, and against Rakhi’24.

YEAR-ON-YEAR GROWTH · FY25-26

RAKHI’26 VS RAKHI’24