Smokey Cocktail : Luxury Barware Meets Performance Marketing
Smokey Cocktail: Luxury Barware Meets Performance Marketing
Smokey Cocktail represents a specific e-commerce opportunity: premium, gift-worthy home products.
It is a premium D2C brand selling gift-worthy home barware to India’s affluent audience, with strong organic awareness (114K Instagram followers) but untapped revenue potential. We scaled growth using catalog ads, high-intent Google Shopping, and seasonal gift-focused campaigns targeting Diwali, weddings, and New Year demand. This drove 4.5x peak ROAS, 35% revenue from gifting, and scaled the brand from ₹25L to ₹1.2Cr in 18 months.
Product-Led Catalog Ads
Meta and Google dynamic product ads showcasing individual items (shaker, jigger, serveware set) with price and product details. Carousel format allowed customers to explore collections without leaving the ad. Achieved 3.2% CTR and 2.1% conversion rate.
Product-Led Catalog Ads
Meta and Google dynamic product ads showcasing individual items (shaker, jigger, serveware set) with price and product details. Carousel format allowed customers to explore collections without leaving the ad. Achieved 3.2% CTR and 2.1% conversion rate.
Festive Gift-Narrative Campaigns
Diwali and New Year campaigns repositioned barware as premium gifts: 'The gift for the host who has everything' messaging with gift-wrapped photography and limited-edition seasonal bundles. Drove 45% higher CTR than year-round product campaigns during festival months.
Festive Gift-Narrative Campaigns
Diwali and New Year campaigns repositioned barware as premium gifts: 'The gift for the host who has everything' messaging with gift-wrapped photography and limited-edition seasonal bundles. Drove 45% higher CTR than year-round product campaigns during festival months.
Cart Abandoner Email Sequences
Abandoned cart recovery emails triggered within 2 hours of abandonment, featuring the specific product with social proof (reviews, Instagram testimonials) and limited-time discounts (8-12% off within 24 hours). Recovered 18% of abandoned carts with 2.8x ROAS.
Cart Abandoner Email Sequences
Abandoned cart recovery emails triggered within 2 hours of abandonment, featuring the specific product with social proof (reviews, Instagram testimonials) and limited-time discounts (8-12% off within 24 hours). Recovered 18% of abandoned carts with 2.8x ROAS.
Design Thinking
We turned Smokey’s 114K follower base into a high-performing acquisition engine using segmented audiences, lookalikes, and strong retargeting. Seasonal, gift-focused campaigns (Diwali, weddings, New Year) drove higher AOV and allowed premium positioning with efficient spend allocation. Product tiering and email-led retargeting maximized conversions, increasing AOV and recovering abandoned users profitably.
Design Thinking
We turned Smokey’s 114K follower base into a high-performing acquisition engine using segmented audiences, lookalikes, and strong retargeting. Seasonal, gift-focused campaigns (Diwali, weddings, New Year) drove higher AOV and allowed premium positioning with efficient spend allocation. Product tiering and email-led retargeting maximized conversions, increasing AOV and recovering abandoned users profitably.
The Finished Product
Smokey evolved into a seasonal growth engine-scaling aggressively during high-intent periods with gift-focused creatives and optimized CAC. Off-season profitability was sustained through email retargeting and consistent product launches for its existing audience. This precision-led approach drove 4.8x growth (₹25L → ₹1.2Cr), with 35% revenue coming from high-value gift purchases.
The Finished Product
Smokey evolved into a seasonal growth engine-scaling aggressively during high-intent periods with gift-focused creatives and optimized CAC. Off-season profitability was sustained through email retargeting and consistent product launches for its existing audience. This precision-led approach drove 4.8x growth (₹25L → ₹1.2Cr), with 35% revenue coming from high-value gift purchases.
"We had 114K Instagram followers but couldn't convert them into reliable revenue. Salaj's strategy showed us that we needed seasonal discipline, gift-centric positioning, and email-first retargeting. Now our revenue peaks predictably, our margins are better during festivals because customers pay premium for limited-edition positioning, and we've grown 4.8x in 18 months with profitable unit economics."
- Founder, Smokey Cocktail"We had 114K Instagram followers but couldn't convert them into reliable revenue. Salaj's strategy showed us that we needed seasonal discipline, gift-centric positioning, and email-first retargeting. Now our revenue peaks predictably, our margins are better during festivals because customers pay premium for limited-edition positioning, and we've grown 4.8x in 18 months with profitable unit economics."
- Founder, Smokey CocktailNext Projects
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