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ZENTUNE AUDIO — CASE STUDY SPEC SHEET
Product: TWS earbuds, neckbands, gaming earbuds (₹1,299–₹2,999) HQ: Noida Sector 62 · Warehouse: Greater Noida, Ecotech-3 Channels: Shopify + Amazon · Instagram · YouTube Shorts · Meta Ads · Google Ads Duration: June 1, 2026 → August 31, 2026 Spend: ₹5.2L (Meta ₹3.2L · Google ₹2.0L) Role: Performance Marketer + Social Media & Creative Lead Type: Spec / portfolio case study
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| Result | Mar–May (before) | Aug 2026 | Change |
|---|---|---|---|
| MER | 1.52 | 2.90 | +91% |
| CAC | ₹1,240 | ₹672 | −46% |
| IG followers | 3,900 | 10,800 | +177% |
| Monthly website revenue | — | ₹5,94,750 | 2x vs Jun |
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Challenge in one line: boAt / Noise jaise giants ke saath ₹2,000 segment mein ladna — jab ads mein sirf 3D renders the, Google pe "best earbuds under 2000" searches miss ho rahe the, aur website pe warranty/reviews jaise trust signals nahi the (landing CVR 1.1%).
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🔴 Problem
Feed pe product renders; koi "kyun kharidein?" proof nahi. ER 5% se neeche.
🛠️ Solution
Real-world Tests 35% · Comparisons 25% · Creator/UGC 25% · Tips & Memes 15%. Weekly giveaway for UGC reviews.
🟢 Result
Followers 3,900 → 10,800. ER 5.0% → 5.8%. Top reel 3.26 lakh views.
| Month | Followers (end) | Net Growth | Accounts Reached | Accounts Engaged | ER | Posts | Reels |
|---|---|---|---|---|---|---|---|
| Jun 2026 | 5,100 | +1,200 | 96,000 | 4,800 | 5.0% | 18 | 12 |
| Jul 2026 | 7,300 | +2,200 | 1,68,000 | 9,070 | 5.4% | 20 | 14 |
| Aug 2026 | 10,800 | +3,500 | 2,85,000 | 16,530 | 5.8% | 22 | 16 |
| Top Post | Views | Saves | Shares | Profile Visits |
|---|---|---|---|---|
| "₹1,999 vs ₹7,999 blind test" | 3,26,000 | 5,140 | 3,870 | 4,960 |
| "Noida metro ANC test" | 2,04,000 | 2,980 | 2,110 | 3,240 |
| "BGMI latency test — 40ms" | 1,58,000 | 3,320 | 1,690 | 2,510 |
| ID | Visual | Hook | Result | Verdict |
|---|---|---|---|---|
| ZA-05 | Split screen blind listening test | "Bina dekhe batao kaunsa ₹8,000 ka hai 👂" | Hook rate 42%, ROAS 2.8 | 🏆 Scale |
| ZA-08 | Battery timer overlay — 50 hrs | "Charge karna bhool jaoge 🔋" | CTR 1.9% | ✅ Keep |
| ZA-11 | BGMI gameplay + latency meter | "Footsteps pehle sunai denge 🎮" | CPA ₹705 | ✅ Keep |
| ZA-14 | Product + warranty · COD · 7-day return badges | "Abhi bhi soch rahe ho? Risk zero hai." | Retargeting ROAS 4.6 | 🏆 Scale |
| ZA-02 | Floating 3D render | "Next-gen sound" | CTR 0.8% | ❌ Paused |
| → Electronics mein "proof" sells. Retargeting mein trust badges (warranty, COD) sabse bada lever. |
🔴 Problem
Render-only ads, broad interest stacks, high CPA.
🛠️ Solution
Advantage+ broad · demo reels testing · retargeting with warranty + COD · LAL 1%.
🟢 Result
₹3.2L → 425 purchases · CPA ₹753 · ROAS 2.54
| Campaign | Spend | Impressions | CPM | Clicks | CTR | CPC | Purchases | CPA | Revenue | ROAS |
|---|---|---|---|---|---|---|---|---|---|---|
| Advantage+ Shopping | ₹1,60,000 | 20,51,282 | ₹78 | 27,692 | 1.35% | ₹5.78 | 188 | ₹851 | ₹3,55,320 | 2.22 |
| Retargeting (VC 14d, excl. buyers) | ₹55,000 | 4,16,667 | ₹132 | 8,333 | 2.00% | ₹6.60 | 127 | ₹433 | ₹2,52,730 | 4.60 |
| Feature-Demo Reels (Creative Test) | ₹65,000 | 10,83,333 | ₹60 | 13,542 | 1.25% | ₹4.80 | 70 | ₹929 | ₹1,29,500 | 1.99 |
| Lookalike 1% + Tech Interests | ₹40,000 | 4,76,190 | ₹84 | 6,190 | 1.30% | ₹6.46 | 40 | ₹1,000 | ₹76,000 | 1.90 |
| Total | ₹3,20,000 | 40,27,473 | ₹79 | 55,758 | 1.38% | ₹5.74 | 425 | ₹753 | ₹8,13,550 | 2.54 |
🔴 Problem
Sirf brand campaign; high-intent non-brand searches miss.
🛠️ Solution
Brand Search · "best tws under 2000" generic · PMax Shopping · Demand Gen review Shorts.
🟢 Result
₹2.0L → 368 conversions · ROAS 3.62. Brand Search = 43% conversions on 10% budget.
| Campaign | Spend | Impressions | Clicks | CTR | Avg CPC | Conversions | CPA | Conv. Value | ROAS |
|---|---|---|---|---|---|---|---|---|---|
| Brand Search | ₹20,000 | 25,974 | 5,714 | 22.00% | ₹3.50 | 160 | ₹125 | ₹3,28,000 | 16.40 |
| Generic Search (best TWS under 2000) | ₹60,000 | 1,12,360 | 6,742 | 6.00% | ₹8.90 | 57 | ₹1,053 | ₹1,07,730 | 1.80 |
| Performance Max (Shopping) | ₹95,000 | 13,30,532 | 18,627 | 1.40% | ₹5.10 | 134 | ₹709 | ₹2,57,280 | 2.71 |
| YouTube Demand Gen (Review Shorts) | ₹25,000 | 8,68,056 | 5,208 | 0.60% | ₹4.80 | 17 | ₹1,471 | ₹31,450 | 1.26 |
| Total | ₹2,00,000 | 23,36,921 | 36,292 | 1.55% | ₹5.51 | 368 | ₹543 | ₹7,24,460 | 3.62 |
| Month | Ad Spend | Revenue (Website) | Orders | MER | CAC |
|---|---|---|---|---|---|
| Jun 2026 | ₹1,50,000 | ₹3,08,320 | 164 | 2.06 | ₹915 |
| Jul 2026 | ₹1,65,000 | ₹4,04,920 | 212 | 2.45 | ₹778 |
| Aug 2026 | ₹2,05,000 | ₹5,94,750 | 305 | 2.90 | ₹672 |
| Total | ₹5,20,000 | ₹13,07,990 | 681 | 2.52 | ₹764 |
| Platform-attributed (425 + 368 = 793) vs Shopify 681 — attribution overlap. Amazon halo sales shaamil nahi. |
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Proof > promises — tests aur blind comparisons ne trust banaya
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