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Outcasts – Performance Marketing Case Study
Overview
Outcasts is a premium fashion and streetwear brand where I have been leading performance marketing initiatives for over a year. My role involves managing high-scale advertising budgets across Meta and Google Ads, driving customer acquisition, revenue growth, and profitability through data-driven marketing strategies.
The primary focus has been building a scalable full-funnel growth engine while optimizing acquisition costs, conversion rates, and overall return on ad spend.
Objective
Scale revenue while maintaining profitability.
Increase customer acquisition through Meta and Google Ads.
Improve ROAS, conversion rates, and customer lifetime value.
Build a sustainable growth framework for long-term brand expansion.
Challenges
Scaling ad spend efficiently in a highly competitive fashion market.
Managing creative fatigue and audience saturation.
Maintaining profitability while increasing revenue.
Continuously improving conversion rates across the customer journey.
Solution & Approach
Developed a full-funnel acquisition and retention strategy.
Implemented advanced audience segmentation, including broad, lookalike, and retargeting campaigns.
Established a structured creative testing framework across creatives, offers, and messaging.
Leveraged GA4, Meta Ads Manager, Shopify Analytics, and performance dashboards for data-driven decision-making.
Optimized landing pages, product pages, and campaign structures to improve ROAS and customer acquisition efficiency.
Results
Meta Ads Performance (Jan – Jun 2026)
Ad Spend: 2.05 Crore+
Attributed Revenue: 4.54 Crore+
Purchases: 15,000+
Average ROAS: 2.21x
Impressions: 7.39 Crore+
Reach: 71.9 Lakh+
Blended Business Performance (Jan – Jun 2026)
Total Store Sales: 7+ Crore
Sessions: 2.36 Million (+82%)
Orders: 25,700+ (+62%)
Sales Growth: +90%
Long-Term Account Management
Monthly Budget Managed: 40L–₹50L+
Average ROAS: ~3x
Successfully scaled the brand while maintaining profitable customer acquisition and sustainable growth.
Key Learnings
Creative testing remains the largest growth lever in fashion e-commerce.
Audience expansion combined with creative diversification enables sustainable scaling.
Full-funnel optimization significantly improves both revenue and profitability.
Strong alignment between performance marketing, creative strategy, and website experience drives long-term growth.
Project Impact
Over the past year, I have helped Outcasts scale into a stronger D2C fashion brand by managing 40L–₹50L monthly advertising budgets, generating 7+ Crore in blended sales within 6 months, and building a scalable acquisition and retention framework that supports continued revenue growth and profitability.
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Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
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