Executive Summary

  • FMCG startup selling a natural health product was struggling with poor online sales despite decent traffic.
  • CatchyAd would deploy a lead-focused digital strategy combining paid ads, landing page funnels, and audience retargeting.
  • With proper campaign execution, this brand could turn passive interest into actual paying customers.
  • Hypothetical outcome: 3X conversion rate, 5X return on ad spend, and a clear, scalable sales system.
Background

  • This fictional startup, PureBee Organics, is a direct-to-consumer brand selling premium, chemical-free honey and health-based FMCG products. They had launched their website and invested in a few influencer shoutouts, but sales remained sluggish.
  • Industry: FMCG / Wellness
  • Product: Packaged honey & immunity boosters
  • Target Audience: Health-conscious consumers (ages 25–45)
  • Main Goal: Increase online sales & build a repeat customer base

Problem / Challenge

Despite decent traffic from Instagram and some influencer posts, sales conversions were extremely low (~0.6%). The team didn’t have a clear funnel or way to retarget visitors, and their messaging wasn’t built for conversion—it was more “pretty” than persuasive.

  • The core issues included:
    •
  • No defined value proposition on landing pages
  • No email capture or lead funnel
  • Influencer campaigns weren’t being retargeted
  • Ads lacked strategy and were focused only on reach, not conversions


How CatchyAd Would Solve It

  • 1. Rebuild the Funnel
    •
  • Create a focused landing page with a clear CTA, strong product benefits, UGC-style video content, and reviews. Add a lead capture offer like “10% off your first order” to start building a CRM base.
  • 2. Run Conversion-Focused Ads
    •
  • Launch performance ads (Meta + Google) targeting high-intent audiences using short-form video ads and customer testimonials. Test creatives via A/B variations of headlines, product shots, and call-to-actions.
  • 3. Activate Retargeting & Automation
    •
  • Retarget visitors using Meta Pixel + Google Display to bring back drop-offs. Set up an email/SMS flow: abandoned cart, welcome sequence, and time-based follow-ups.
  • 4. Track & Optimize
    •
  • Set up Google Analytics and Facebook Events Manager to monitor every stage of the funnel. Weekly reporting and iteration based on:
    • Cost per add-to-cart
    • Cost per conversion
    • Email open and click-through rates


Results (Projected)

KPI Before After (Projected)
Conversion Rate 0.6% 2.1%
Cost per Lead — ₹35
ROAS 0.9x 3.2x
Email List <100 1,500+ in 45 days
Repeat Customers 2% 12%


Conclusion & Key Takeaways

Great content and traffic are only the beginning—without the right structure and strategy, they rarely convert. Even a small FMCG brand can grow quickly with a well-built performance funnel and smart retargeting in place. Lead generation isn’t just about running ads; it’s about what happens after—the follow-ups, the content, and the customer journey that turns attention into action.

Blog Creative