Results

In India’s hyper-competitive D2C coffee market, a successful product launch isn’t driven by luck — it’s built through strategy, storytelling, and sharp platform execution. For Impulse Coffees’ Caramel Coffee, the objective was clear: deliver maximum ROI on launch day through a funnel-driven, multi-platform campaign led by Meta and scaled via Google. Strategy & Execution: We adopted a full-funnel Meta strategy, carefully built over time for the brand. The campaign prioritised founder-led video assets for authenticity and trust, supported by hook-based, clickable video creatives optimised for high CTR and engagement. We collaborated closely with the client to design ad creatives tailored for each stage of the funnel — from awareness-driving videos to conversion-focused remarketing assets — ensuring maximum engagement and seamless customer journey optimisation. Audiences were segmented into interest-based, custom, and lookalike groups. Rather than front-loading the budget, spends were strategically distributed across multiple assets and audience cohorts, allowing us to test, learn, and acquire varied customer profiles efficiently. Key tactics included: Founder-led content as the hero format to build familiarity. Hook-driven, fast-paced assets designed for thumb-stopping performance. Balanced spends across diversified audience buckets for controlled, scalable acquisition. Post-launch scaling on Google, activating Performance Max and Search campaigns to capture high-intent demand and brand searches triggered by Meta-led awareness. Results: The campaign delivered a whopping 50.92X ROAS on Meta on launch day — the highest in Impulse Coffees’ history. Google campaigns followed with a 10X+ ROAS, efficiently converting spillover traffic and intent generated from Meta activity. Impact: This performance-driven strategy didn’t just boost conversions — it significantly increased brand visibility. The surge in high-intent traffic, brand searches, and audience engagement across both platforms helped Impulse Coffees capture new eyeballs, expand its digital footprint, and strengthen brand recall within its category. A new benchmark for future product launches.