E-Commerce - Performance Marketing for Women's Innerwear Brand
Vishal Mehta
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Posted Nov 29, 2025
Implemented multi-channel marketing to boost online sales for a women's innerwear brand.
Industry: Women's Apparel & Innerwear | D2C E-commerce
Channels: Meta Ads, Google Ads (Search & Shopping) , Programmatic
Challenge
A leading premium women's innerwear brand in India, widely known for its lingerie products, launched an athleisure wear category during the COVID-19 lockdown. The biggest challenge was brand perception – consumers strongly associated the brand with lingerie/bras, making it difficult to establish credibility in the athleisure segment.
Additionally, with retail stores closed during lockdown, the only sales channel available was the online portal, requiring a complete pivot to digital-first customer acquisition and conversion.
Approach
Vishal implemented a multi-channel performance marketing strategy to overcome the brand perception barrier and drive online sales.
New Customer Acquisition - Google Search, Shopping, Meta Advance Shopping
Remarketing Existing Customers - Google RLSA, Dynamic Ads, Demand Gen
Retention Marketing - Emailer, SMS and Whtsapp campaigns
Results
Overall Sales increased by 35% during lockdown period
Achieved e-com ROAS to 3:1 by improving AOV
New product category sales increased by 20% M-O-M