Grew from ₹240 Million to ₹585 Million in 3 Years — This Is the Full-Funnel System That Made It Repeatable
143%
Revenue Growth Over 3 Years
From ₹240 Million in 2022 to ₹585 Million in 2024 — consistent year-on-year growth maintained throughout
234%
New Customer Growth
New customers grew from 90,724 in 2022 to 303,329 in 2024 — 3.3x the original acquisition base
295%
Order Growth
Total orders grew from 1.3 Lakhs to 5.35 Lakhs over the engagement period
234%
Media Spend Growth
Spend scaled from ₹3.6 Crore in 2022 to ₹12 Crore in 2024 as revenue compounded year on year
Context
Thrive Co. is an evidence-based, cosmeceutical brand offering scientifically proven solutions for hair and skin concerns. Launched with the intention of bringing international clinical innovation to Indian consumers, the brand built its reputation on ingredient efficacy and need-based product development.
When Adbuffs took over performance marketing in 2022, Thrive Co. had strong product-market fit but no structured system to compound growth year on year. The engagement spanned three full years — building, testing, and scaling an integrated marketing system across Meta, Google, Amazon, Email, and WhatsApp.
Objectives
- Deliver consistent year-on-year revenue growth while maintaining customer acquisition cost
- Use Meta and Google as the primary revenue drivers with structured prospecting and retargeting
- Scale new customer acquisition aggressively without sacrificing repeat purchase rates
- Build a retention engine on Email and WhatsApp to compound lifetime value
What we did
- Built a comprehensive integrated marketing system across Meta, Google, Amazon, Email, and WhatsApp — each channel with a defined role in the funnel
- Meta: Focused 100% of prospecting budget on video creatives with continuous offer and hook testing; separated budgets product-wise for precise scaling
- Google: Built from scratch with a clear split between top-of-funnel and retargeting; used PMax to target and retarget highest-intent users; optimised GMC product titles and descriptions
- Retention: Launched automations across Email and WhatsApp — pop-ups, upsell flows, replenishment reminders, and campaign calendars — focused on increasing repeat customer share
- Amazon AMS: Optimised product listings with keyword-enriched titles; continuously refined campaign budgets for efficiency
Key Learnings
More campaigns does not mean more control — it means less
Running 15+ campaigns simultaneously felt like thorough coverage but was actively working against performance. Fragmented budgets kept every campaign stuck in Meta’s learning phase indefinitely, preventing the algorithm from ever stabilising. Consolidating into 5 campaigns with clear objectives gave the algorithm the data volume it needed to exit learning, find efficient audiences, and hold performance as spend scaled. The 29.62% CPA drop happened without any creative change — the structure was the fix.
Three-year growth is built through system consistency, not campaign hacks
Thrive Co.’s growth from ₹240M to ₹585M wasn’t driven by a single breakthrough campaign. It was driven by building an integrated system — Meta for prospecting, Google for high-intent capture, Amazon for marketplace demand, and Email/WhatsApp for retention — and then optimising each channel’s role year on year. New customer acquisition grew 234% over the period because the top-of-funnel system kept running efficiently while retention compounded lifetime value behind it.
Offer architecture is as important as creative at peak revenue periods
The ₹7.58 Crore December 2023 peak wasn’t just a function of the restructured account — it was enabled by a layered offer strategy that covered different buyer segments throughout the month. The ATST bulk-discount offer drove early-month urgency, the B1G1 structure reduced AOV friction, and the evergreen THRIVENEW code kept new customer acquisition efficient throughout. Matching the right offer to the right moment in the month is what turned a restructured account into a record-breaking month.
Creatives used for our Clients
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