The QuickCommerce Breakthrough By Scaling A Personal Care Brand To 22Lac Monthly Spend On Blinkit
22LAC Monthly Spend Achieved On Blinkit
Scaled from near-zero to 22 Lakhs in monthly ad spend within 7 weeks
2,955% Surge In Visibility
Broad affinity targeting drove an almost 30x jump in brand impressions
57% Drop In CPMs
Scaling into broader audiences significantly lowered cost per thousand impressions
2,569% Jump In Weekly Orders
Week-on-week purchase growth sustained without compromising CAC
Context
Sanfe is a personal care and feminine hygiene brand founded by IIT-Delhi graduates Archit Aggarwal and Harry Sehrawat. The brand specialises in intimate care, organic sanitary pads, pain relief roll-ons, body care, and menstruation cups.When they came to Adbuffs, Sanfe had ambitions to dominate the fast-growing quick commerce channel on Blinkit — but needed a scalable strategy that wouldn’t blow up customer acquisition costs in the process.
Objectives
- Establish a dominant presence in quick commerce (Blinkit) with strict CAC control
- Aggressively scale monthly ad spend while sustaining purchase efficiency
- Drive a massive surge in weekly orders on the platform
- Build a repeatable, scalable funnel for quick-commerce growth
What we did
To hit the 22L monthly milestone, we moved away from narrow product-specific targeting and implemented a sophisticated dual-action growth strategy
- Product-Specific → Affinity Audience Targeting
Shifted from narrow, product-level targeting to broad affinity audiences on Meta, dramatically expanding reach while driving down CPMs by 57%. -
Two-Step Conversion Funnel
Built a structured Awareness → Retargeting funnel. Awareness ads primed cold audiences at scale; retargeting ads converted warm users — maintaining CAC even as spend multiplied.
- Tested Blinkit platform limits by scaling spend progressively over 7 weeks
- Used week-on-week CPA tracking to catch and correct efficiency dips in real time
- Ran separate creative strategies for top-of-funnel awareness vs. bottom-of-funnel conversion
- Maintained CAC discipline throughout the spend ramp-up
Key Learnings
Broad beats niche on quick commerce platforms
Affinity audience targeting outperformed narrow product-specific segments across the board — delivering a 2,955% surge in visibility while cutting CPMs by 57%. On platforms like Blinkit, scaling into broader audiences lowers costs and builds brand dominance simultaneously.
The “Awareness to Conversion” funnel is non-negotiable at scale
Without first warming audiences through awareness campaigns, retargeting alone cannot sustain efficiency at high spend levels. By priming audiences before converting them, Sanfe successfully reached 22L monthly spend without compromising customer acquisition costs — even during a 2,569% weekly order surge.
Creatives used for our Clients
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