₹0 to ₹22L in 45 Days: A Jewelry Brand Launch Done Right
This case study is about doing a brand launch properly. Not launching and hoping. Not launching and adjusting. Launching with a plan, with the right creative ready, with the account structured correctly and getting ₹22L in revenue in the first 45 days as a result.
The Brand
A fine silver jewelry brand. Minimalist designs, 92.5 sterling silver, priced between ₹899 and ₹3,499. The founder was launching from zero no website traffic, no Instagram following worth mentioning, no previous DTC experience. She had a manufacturer, a product catalog of 28 SKUs, and a Shopify store that had just gone live.
The ask was to generate ₹15L in the first month. We targeted ₹20L+.
Pre-Launch: The Work That Made the Launch Work
The most important decisions in this campaign happened before the launch date. Too many brands focus all their energy on the campaign structure and not enough on what will actually convince a cold audience to buy. For a new silver jewelry brand, we identified the core objection immediately: how do I know this is real silver and the quality is good?
That objection had to be answered before we ran ads. Not in the ad copy. In the creative.
The UGC Brief
We gave our creators a specific brief built around trust-building for fine jewelry:
- 4 videos: The silver quality story showing the 92.5 hallmark, demonstrating the weight and finish, comparing to fashion jewelry
- 4 videos: Minimalist styling how the pieces pair with everyday looks, office to evening transitions
- 3 videos: Layering and stacking showing multiple pieces being worn together, creating a 'stack' aesthetic
- 3 videos: Gift reveal opening as a gift, emotional reaction, showing the packaging quality
- 2 videos: Behind the brand the founder explaining the silver sourcing and quality standards
16 videos total. All 16 delivered and approved before launch day.
The Launch Structure
Day 1 launch with a clean 3-campaign structure:
- Campaign 1: Cold acquisition. Quality/trust UGC as primary creative. Audiences: silver jewelry, fine jewelry, minimalist fashion, women 24-42.
- Campaign 2: Gifting. Gift reveal UGC + copy targeting birthdays, anniversaries. Men 25-45 as primary audience.
- Campaign 3: Retargeting. Launched on day 8. Product page visitors with styling UGC and a gentle urgency message.
Daily starting budget: ₹10,000. Scaling trigger: any ad set holding CPP below ₹300 for 3+ consecutive days gets a 25% budget increase.
What Happened
The silver quality video hit a 4.6% CTR on day 2. It was doing exactly what we designed it to do pre-answering the quality objection before it became a reason not to buy. CPP on that ad set: ₹248 by day 5.
The gifting campaign surprised us. Male buyers responding to the gift reveal video had a CPP of ₹196 and an AOV of ₹1,680 significantly higher than the female buyer average of ₹1,050. We doubled the budget on the gifting campaign by day 10.
By day 20 the brand had done ₹9.4L. By day 30: ₹15.8L. Day 45 closed at ₹22.14L.
The Final Numbers
45 days. ₹22.14L revenue. 1,840 orders. ₹1,203 AOV. ₹5.24L ads spent. 4.2x ROAS. CPP ₹285.
The founder's target was ₹15L. We delivered ₹22L. That's not luck. That's what happens when you solve the right problem before you start spending.
The brand is now in month 5 with us. Revenue crossed ₹48L in month 4.