Results

In 2024, The Pant Project tackled the challenge of establishing itself as a premium men's bottomwear brand on Amazon.in, despite pricing twice the market average (₹2000-3000). Competing against established legacy brands and aggressive mass-market players, the brand leveraged Amazon Marketing Cloud insights to implement a data-driven, full-funnel strategy. By combining programmatic display with search campaigns, they discovered that customers exposed to both formats were 11x more likely to purchase than those seeing search ads alone. The strategy encompassed strategic video deployment across multiple platforms (achieving 80%+ completion rates), targeted consideration campaigns for high-intent shoppers, and innovative 3P display advertising during key shopping events. The results were transformative: The Pant Project emerged as the #1 brand in Formal Trousers and #2 in Casual Trousers, generating over 500 million ad impressions and 2.5 million detail page views. The brand's category traffic share increased from 2.1% to 3.3%, while achieving 90% year-over-year sales growth in both casual and formal categories. With 41% of purchases coming from new-to-brand customers and a 4X return on ad spend, The Pant Project successfully established itself as a category leader in the competitive premium men's bottomwear segment.