Overview:

A D2C brand in the sexual health and wellness sector is seeking a performance marketing agency to drive qualified traffic and increase revenue across key digital platforms. The brand aims to achieve a minimum Return on Ad Spend (ROAS) of 3x or more.

Agency Requirement:

The ideal agency should possess strong expertise in the entire performance marketing lifecycle: Research & Strategy, Design, Ad Population, Campaign Publishing, and Execution on Meta (Facebook & Instagram), LinkedIn, and X (Twitter), with a focus on Google as well. Prior experience working with D2C brands, particularly within the sexual health and wellness industry in India, is highly preferred.

The primary objective is to enhance brand awareness and direct qualified traffic to the brand's website, ultimately boosting revenue. A significant challenge identified is the potential for ad disapproval on platforms like Meta and Google due to the sensitive nature of the website's content, including keywords, language, and imagery. Therefore, the agency must demonstrate a proven ability to:

• Develop creative strategies for publishing ads that adhere to platform guidelines.
• Propose actionable solutions, including potential website content modifications, to ensure ad approval.

The brand's estimated monthly ad budget is approximately ₹20 Lakhs, with an initial allocation of ₹2-5 Lakhs per platform. Budget adjustments will be made based on platform performance, with higher-performing channels receiving increased investment and lower-performing ones potentially seeing decreased or removed allocation.

Key Challenges to address:

• Navigating Meta's content policies to ensure ad approval despite sensitive website content.
• Implementing strategies to make ad content "safe" for Meta and Google.
• Initiating Google Search Ads followed by Image Ads.
• Guidance on the implementation of a Facebook Pixel and exploration of Google Shopping.