How Demand Gen Campaigns Drove 15% More Revenue for a Mobile Accessories Retailer

Context

01 The Brand

Rezoni is a premium mobile accessories retailer selling protective smartphone cases across APAC, based in India.

02 The Problem

Rezoni had hit a sales ceiling. Performance campaigns were efficiently capturing existing intent, but that pool was saturated — recapturing the same audience couldn’t generate new growth on its own.

03 The Strategy

Performance campaigns are built to win auctions for people already close to buying; they can’t manufacture demand that doesn’t exist yet. The bet was that Demand Gen’s video-led storytelling could put Rezoni in front of people earlier in the funnel — custom intent and lookalike audiences who weren’t already bottom-funnel — and that the account’s existing social creative was strong enough to carry that without a new production cycle.

04 The Work

We co-pitched Demand Gen to Rezoni as the way past the ceiling, got the existing storytelling creative ready for Demand Gen’s short-form (Shorts) and long-form video placements, and shifted 25% of investment toward building demand and consideration rather than bottom-funnel capture alone. Targeting ran across the funnel — custom intent through lookalike — instead of narrowing to existing intent, and measurement was set up to track incremental revenue for the whole business rather than campaign-level metrics alone.

05 The Results

Demand Gen delivered a 15% increase in conversion value and a 10% lift in orders while holding ROAS steady, plus 17% growth in incremental brand search — evidence the new demand was real, not recycled from existing campaigns. Rezoni’s next move is extending the same approach into Shorts and partnership ads.

06 In Their Words

“By making the most of Demand Gen campaigns, we unlocked a massive wave of new demand. Integrating creative storytelling across short and long-form video formats broke through our sales ceiling, resulting in a remarkable 15% growth.”

Ritvick Bansal
Founder, Rezoni