BACK WORK

← back work

SOTLENSE

D2C contact lenses brand

2024

How we doubled ROAS, halved ad spend, and crossed ₹27L in 60 days.

Brand Overview

Sotlense is a D2C brand offering colored and cosmetic lenses to a style-conscious audience. When they approached us, they weren’t struggling to sell — they were struggling to sell profitably.

They were spending ₹10,000/day and making ₹30K–₹35K/day in sales. On paper, it looked fine. But backend costs, returns, and rising CPMs meant ROAS was hovering around 3.5x–4x — just enough to survive, not scale.

They didn’t need more revenue.
They needed smarter revenue.

Challenges

1. Ad spend was too high for the margin structure
Sales were coming in, but profitability was razor-thin. More scale = more loss.

2. Campaigns lacked funnel logic
Everyone — cold, warm, returning buyers — saw the same ads. There was no segmentation or personalized sequencing.

3. Creatives lacked education and urgency
In a category like lenses, buyers want safety, clarity, and options. Existing creatives only showed aesthetics — no context, no conversion logic.

4. Performance was static at 3.5x–4x ROAS
The account had flatlined. Higher spend wasn’t producing better returns — just burning through budget.

Brand Overview

Sotlense is a D2C brand offering colored and cosmetic lenses to a style-conscious audience. When they approached us, they weren’t struggling to sell — they were struggling to sell profitably.

They didn’t need more revenue.
They needed smarter revenue.

Challenges

1. Ad spend was too high for the margin structure
Sales were coming in, but profitability was razor-thin. More scale = more loss.

2. Campaigns lacked funnel logic
Everyone — cold, warm, returning buyers — saw the same ads. There was no segmentation or personalized sequencing.

3. Creatives lacked education and urgency
In a category like lenses, buyers want safety, clarity, and options. Existing creatives only showed aesthetics — no context, no conversion logic.

4. Performance was static at 3.5x–4x ROAS
The account had flatlined. Higher spend wasn’t producing better returns — just burning through budget.

Brand Overview

Sotlense is a D2C brand offering colored and cosmetic lenses to a style-conscious audience. When they approached us, they weren’t struggling to sell — they were struggling to sell profitably.

They didn’t need more revenue.
They needed smarter revenue.

Challenges

1. Ad spend was too high for the margin structure
Sales were coming in, but profitability was razor-thin. More scale = more loss.

2. Campaigns lacked funnel logic
Everyone — cold, warm, returning buyers — saw the same ads. There was no segmentation or personalized sequencing.

3. Creatives lacked education and urgency
In a category like lenses, buyers want safety, clarity, and options. Existing creatives only showed aesthetics — no context, no conversion logic.

4. Performance was static at 3.5x–4x ROAS
The account had flatlined. Higher spend wasn’t producing better returns — just burning through budget.

Strategy That Actually Worked

1. Full Funnel Structure
We broke down their audience into real funnel layers:

Cold: Broad interest targeting with color-choice explainers and UGC
Warm: PDP viewers, Instagram engagers, ATC audiences
Retargeting: Abandon cart users with urgency overlays, dispatch assurance, and product comparisons

Each layer had its own campaign, creative format, and frequency controls.

2. Creative Strategy Built for Trust + Aesthetics
We revamped the entire content playbook with creatives that looked native, trustworthy, and conversion-ready.

What we introduced:

Reels with real buyers showing “before & after” lens looks
Explainers: “Which color suits which skin tone/eye color?”
Unboxing + dispatch time overlays (“delivered in 48 hours”)
Beginner-friendly guides for new lens users
Testimonial-based carousels: “Worn for 9+ hours comfortably”

These were designed to educate cold users and push warm users over the line — without looking like ads.

3. Profit-First Budgeting

Instead of scaling up — we scaled down.

We brought ad spend down to ₹4K–₹5K/day — half the original budget — and realigned it to only run high-conviction campaigns.

Because of the creative uplift and cleaner funnel logic, we were still able to:

Achieve ₹40K–₹60K/day in revenue — higher than before, on half the budget.

Results

Previous Stats:

Spend: ₹10,000/day
Sales: ₹30,000–₹35,000/day
ROAS: 3.5x–4x
Margin: Thin to break-even

Current Performance (with Psycho Scaling):

Spend: ₹4,000–₹5,000/day
Sales: ₹40,000–₹60,000/day
ROAS: 8x–11x consistently
CPP dropped by 45%+
Conversion rate: 1.76%
Returning customer rate: 33%+
Total 60-day sales: ₹27L+

Strategy That Actually Worked

1. Full Funnel Structure
We broke down their audience into real funnel layers:

Cold: Broad interest targeting with color-choice explainers and UGC
Warm: PDP viewers, Instagram engagers, ATC audiences
Retargeting: Abandon cart users with urgency overlays, dispatch assurance, and product comparisons

Each layer had its own campaign, creative format, and frequency controls.

2. Creative Strategy Built for Trust + Aesthetics
We revamped the entire content playbook with creatives that looked native, trustworthy, and conversion-ready.

What we introduced:

Reels with real buyers showing “before & after” lens looks
Explainers: “Which color suits which skin tone/eye color?”
Unboxing + dispatch time overlays (“delivered in 48 hours”)
Beginner-friendly guides for new lens users
Testimonial-based carousels: “Worn for 9+ hours comfortably”

These were designed to educate cold users and push warm users over the line — without looking like ads.

3. Profit-First Budgeting

Instead of scaling up — we scaled down.

We brought ad spend down to ₹4K–₹5K/day — half the original budget — and realigned it to only run high-conviction campaigns.

Because of the creative uplift and cleaner funnel logic, we were still able to:

Achieve ₹40K–₹60K/day in revenue — higher than before, on half the budget.

Results

Previous Stats:

Spend: ₹10,000/day
Sales: ₹30,000–₹35,000/day
ROAS: 3.5x–4x
Margin: Thin to break-even

Current Performance (with Psycho Scaling):

Spend: ₹4,000–₹5,000/day
Sales: ₹40,000–₹60,000/day
ROAS: 8x–11x consistently
CPP dropped by 45%+
Conversion rate: 1.76%
Returning customer rate: 33%+
Total 60-day sales: ₹27L+

Strategy That Actually Worked

1. Full Funnel Structure
We broke down their audience into real funnel layers:

Cold: Broad interest targeting with color-choice explainers and UGC
Warm: PDP viewers, Instagram engagers, ATC audiences
Retargeting: Abandon cart users with urgency overlays, dispatch assurance, and product comparisons

Each layer had its own campaign, creative format, and frequency controls.

2. Creative Strategy Built for Trust + Aesthetics
We revamped the entire content playbook with creatives that looked native, trustworthy, and conversion-ready.

What we introduced: