The Body Shop Case Study | Lyxel&Flamingo

Four Decisions That Separated Performance from Activity

01. Performance-Based Budget Architecture

Efficiency metrics bucketing determined where the budget moved – not intuition or assumed priority. SKUs were evaluated against conversion and efficiency benchmarks, and capital was shifted toward products demonstrating purchase intent in the window. Low-efficiency SKUs were capped immediately, shifting budget to where the data was pointing

02. Precision Placement at Top-of-Search

Search and Top-of-Search ads received 45% of the total campaign budget – a deliberate concentration ensuring the brand appeared first for high-intent buyers. Targeting was continuously refined throughout the window, narrowing to the audiences and placements demonstrating the strongest efficiency signals. Brand protection campaigns secured visibility on branded search queries, preventing competitors from intercepting traffic within the brand’s own keyword territory.

03. Precision Placement at Top-of-Search

04. Price Band Optimisation for ASP Defence

Premium SKUs were placed on recommendation-driven surfaces – where a buyer is in discovery mode rather than price-comparison mode. This sequencing protected average selling price by reaching buyers before they had anchored on a competitor’s offer, not after.

The Results

What Precision Over Scale Actually Delivers.

Compared to the BAU baseline (Aug 19 – Sep 5), the BFF campaign (Sep 19 – Oct 5) produced the following results for Royal Enfield on Myntra:

+128%

Ad-attributed order growth

More than double BAU order volume, driven by sharper audience quality – refined targeting – rather than broader reach.

+86%

Ad-driven revenue uplift

Significant absolute revenue growth while defending premium ASPs throughout the sale window.

+95.7%

ROI growth

Growth on 12.1% more budget – the headline that should make every brand manager rethink what ‘scaling’ means during a sale event.

+40%

CTR improvement

A signal of audience precision. Higher CTR in a competitive environment means the right users are seeing the right products at the right moment.

−48.9%

ACOS improvement

The campaign became substantially more cost-efficient as BFF progressed, confirming the placement-first, efficiency-led strategy was qualifying buyers before the sale opened – not scrambling during it.

12.1% more budget. 95.7% more ROI. That gap is not luck – it is the direct output of precision over scale.

The Royal Enfield outcome confirms a principle that runs through everything L&F’s Commerce Strategy team does on marketplace platforms: precision is not a constraint on scale – it is the mechanism that makes scale sustainable. A brand that doubles its orders while improving its ACOS has built something compounding. A brand that doubles its orders by doubling its spend has bought a number.