D2C Fragrance Brand
From catalogue feed to content brand, in two quarters.
A premium Indian home-fragrance brand treating social like a product catalogue. We rebuilt it into a platform-native content engine — and the paid economics followed.
The build
We replaced static product posts with a weekly content system: ritual-led reels, founder-led storytelling, scent-education carousels, UGC with creators sized to our ICP (urban women 28–45, tier 1 cities). Paid social was rebuilt around Advantage+ with creative tested in a disciplined 3-pillar framework (hook, proof, offer). A dedicated WhatsApp concierge thread closed the loop for high-AOV buyers. Within two quarters, organic reach was up 540%, Instagram followers crossed 186k from 24k, and paid ROAS tripled from 2.1× to 6.4×.
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Twelve micro-creators on rotating three-month contracts, two macro-creators per quarter for brand-lift, and a founder-led series that anchored every campaign.
7.8×
Instagram followers
24k → 186k
6.4×
Paid social ROAS
from 2.1×
+540%
Organic reach
6 months