Case Studies
Case Study: Cleo Lifestyle: Building a Scalable...
Cleo Lifestyle is a strong example of what a Fractional CMO engagement can look like when the requirement goes beyond individual marketing channels. The role was not simply to optimise Meta...
Case Study: Cleo Lifestyle: Building a Scalable...
Cleo Lifestyle is a strong example of what a Fractional CMO engagement can look like when the requirement goes beyond individual marketing channels. The role was not simply to optimise Meta...
Case Study: BetterHerbs: Breaking Through the ₹...
BetterHerbs had already built a significant business, but reaching the next level required looking beyond simply increasing ad spend. The engagement focused on identifying where growth was getting constrained and building...
Case Study: BetterHerbs: Breaking Through the ₹...
BetterHerbs had already built a significant business, but reaching the next level required looking beyond simply increasing ad spend. The engagement focused on identifying where growth was getting constrained and building...
Case Study: CodeBrwn - Building a Growth Engine...
Client: CodeBrwnIndustry: Art-Led Fashion & LifestyleEngagement: Growth Marketing Consulting Background CodeBrwn is an art-led fashion brand founded by artist Abhay Sehgal, where artwork is transformed from canvas to cloth. The...
Case Study: CodeBrwn - Building a Growth Engine...
Client: CodeBrwnIndustry: Art-Led Fashion & LifestyleEngagement: Growth Marketing Consulting Background CodeBrwn is an art-led fashion brand founded by artist Abhay Sehgal, where artwork is transformed from canvas to cloth. The...
Case Study: Art by Sehgal - From Selling Art Pr...
Art by Sehgal had multiple ways to generate revenue, but they needed to be brought together under a clearer growth strategy. By restructuring the website around the artist, building stronger pathways,...
Case Study: Art by Sehgal - From Selling Art Pr...
Art by Sehgal had multiple ways to generate revenue, but they needed to be brought together under a clearer growth strategy. By restructuring the website around the artist, building stronger pathways,...
Case Study: Cozy Bear - Building a Growth Marke...
The most important part of the engagement was helping the founders develop a stronger understanding of how to approach growth marketing themselves. Through regular advisory conversations, we worked through the connection...
Case Study: Cozy Bear - Building a Growth Marke...
The most important part of the engagement was helping the founders develop a stronger understanding of how to approach growth marketing themselves. Through regular advisory conversations, we worked through the connection...
Case Study: Everaw - Building a Growth Marketin...
I helped the founders establish a clearer framework for their Meta Ads rather than simply running one sales campaign. This included understanding the role of core campaigns, catalogue ads, etc., as...
Case Study: Everaw - Building a Growth Marketin...
I helped the founders establish a clearer framework for their Meta Ads rather than simply running one sales campaign. This included understanding the role of core campaigns, catalogue ads, etc., as...
Growth Marketing is strategy-based & data-driven marketing. It is an agile & iterative process. The most widely used framework for Growth Marketing is the AARRR framework. AARRR stands for Activation, Acquisition, Revenue, Retention, and Referral.
I like to follow a slightly different framework based on my D2C experience, which in my view is a little more customer-centric. It is based on How and What a customer is feeling.
Awareness:
In this stage, the customer becomes aware of the brand/ product or service.
Consideration:
When the customer is feeling a slight inclination towards the brand/ product. They think that the product/ service it is useful for them or they resonate with the brand.
Research:
In this stage, the customer is doing their research. It can be across channels Online (Company Website, Amazon, Flipkart, etc.) and Offline (Company Store, Multi-brand Stores, etc.). They might be comparing Prices, Checking the product physically in the store (which they discovered online). They might even checkout Reviews, Content posted by Influencers etc.
Conversion:
The customer is finally going to the desired channel and making the purchase. Important touchpoints for the customer are post-purchase communication, shipping and delivery experience & consumption.
Retention:
In this stage, the customer is engaging with the brand in the form of Newsletters, Emails, and Whatsapp Communication. For some categories, even up-selling can be a part of this stage (For example - If someone buys a razor then they will be going to the same brand to buy a refill of blades).
Repeat:
This is the stage where the customer is either buying the same product or other products from the same brand.
Loyalty/ Community:
In this stage, the customers have become part of the community. They are brand loyalists and feel pride in being associated with the brand. They will start referring to the brand. They have a feeling of belonging to the brand.