← Case Studies
Be Me
Project Dates: 2023–2024
From Pricing Loss to 140x Creative Scale - The Complete Growth Turnaround for a Consumer Electronics Brand
140x
Single Creative Scaled (₹1,000 to ₹1,42,000 daily)
3.12
ROAS Maintained at Peak Scale
₹1,899 → ₹2,499
Repriced for CM3 Profitability
5x+
Amazon ROI Achieved Without Marketplace Ad Spend
Context
Be Me was running a mini washing machine with a 4.9 ROAS that looked healthy on paper – but unit economics revealed a net loss on every sale. Simultaneously, the brand was overspending on Amazon ads with zero incremental growth, and had no framework to scale Meta creatives without sacrificing efficiency. Three compounding problems: wrong price, wrong platform mix, and no scaling playbook.
Objectives
- Fix pricing to cross the CM3 profitability threshold
- Break Amazon stagnation without increasing marketplace spend
- Prove aggressive creative scaling is viable without ROAS decay
What we did
- Diagnosed CM3 Crisis – selling price of ₹1,899 failed to cover variable costs and RTO; proposed decisive shift to ₹2,499
- Paused Amazon ads (Jan 14) to cut losses; scaled Meta aggressively from Jan 26 – Amazon sessions surged in line, validating off-platform demand pull
- Identified a single high-potential creative and scaled budget 140x in 30 days – from ₹1,000 to ₹1,42,000 daily – monitoring CPIR to reach unique high-intent users throughout
- Maintained 3.12 ROAS and kept CAC at ₹440 across the entire scaling window
