Charactr Co
Charactr Co
Charactr Co
2024
"WE DELVE INTO EVERY DETAIL, CONNECTING THE STREETS TO ZERO'S NEW COLLECTION."
"WE DELVE INTO EVERY DETAIL, CONNECTING THE STREETS TO ZERO'S NEW COLLECTION."
"WE DELVE INTO EVERY DETAIL, CONNECTING THE STREETS TO ZERO'S NEW COLLECTION."
Brand Overview
Charactr Co. is an expressive, design-forward streetwear label operating in the Indian D2C fashion space. Their products were bold, well-crafted, and genuinely loved by a niche audience. Over two years, they built an aesthetic brand with solid design cues — but couldn’t translate that into meaningful scale.
When we came in, they had never broken past ₹4.5L/month in sales. The founder had tried ads before, but nothing stuck. Growth was happening, but painfully slow.
What they lacked wasn’t product quality.
It was a system.
Challenges
1. No structured funnel or campaign system
Charactr’s ad account was basically a graveyard of one-off attempts — no testing structure, no proper cold/warm/retarget split, no persistent learnings. There was no method to how budgets were being used.
2. Creatives didn’t reflect the brand’s energy
For a brand rooted in aesthetic storytelling, the ads were bland. The product photos were great, but the marketing didn’t do justice to the product's vibe. There were no clear hooks, no strong intros, no narrative pacing — just visuals that felt like “nice posts,” not scroll-stopping ads.
3. Great AOV, but poor ROAS
With an average order value of ₹2,200, the brand should have been profitable even at a moderate ROAS. But campaigns were inefficient, creative testing was absent, and cold audiences weren’t being nurtured properly — resulting in poor conversion and high CPAs.
4. No retargeting or nurture loop
People who added to cart or viewed products were simply lost. No follow-up ads, no reminders, no incentives, no storytelling to pull them back. Essentially, they were paying for traffic without getting the full value of that traffic.
5. No scaling logic
Even the few campaigns that worked weren’t scaled methodically. There was no budget ramp-up system, no sandboxing, and no replication of winning creative patterns.
Brand Overview
Charactr Co. is an expressive, design-forward streetwear label operating in the Indian D2C fashion space. Their products were bold, well-crafted, and genuinely loved by a niche audience. Over two years, they built an aesthetic brand with solid design cues — but couldn’t translate that into meaningful scale.
When we came in, they had never broken past ₹4.5L/month in sales. The founder had tried ads before, but nothing stuck. Growth was happening, but painfully slow.
What they lacked wasn’t product quality.
It was a system.
Challenges
1. No structured funnel or campaign system
Charactr’s ad account was basically a graveyard of one-off attempts — no testing structure, no proper cold/warm/retarget split, no persistent learnings. There was no method to how budgets were being used.
2. Creatives didn’t reflect the brand’s energy
For a brand rooted in aesthetic storytelling, the ads were bland. The product photos were great, but the marketing didn’t do justice to the product's vibe. There were no clear hooks, no strong intros, no narrative pacing — just visuals that felt like “nice posts,” not scroll-stopping ads.
3. Great AOV, but poor ROAS
With an average order value of ₹2,200, the brand should have been profitable even at a moderate ROAS. But campaigns were inefficient, creative testing was absent, and cold audiences weren’t being nurtured properly — resulting in poor conversion and high CPAs.
4. No retargeting or nurture loop
People who added to cart or viewed products were simply lost. No follow-up ads, no reminders, no incentives, no storytelling to pull them back. Essentially, they were paying for traffic without getting the full value of that traffic.
5. No scaling logic
Even the few campaigns that worked weren’t scaled methodically. There was no budget ramp-up system, no sandboxing, and no replication of winning creative patterns.
Brand Overview
Charactr Co. is an expressive, design-forward streetwear label operating in the Indian D2C fashion space. Their products were bold, well-crafted, and genuinely loved by a niche audience. Over two years, they built an aesthetic brand with solid design cues — but couldn’t translate that into meaningful scale.
When we came in, they had never broken past ₹4.5L/month in sales. The founder had tried ads before, but nothing stuck. Growth was happening, but painfully slow.
What they lacked wasn’t product quality.
It was a system.
Challenges
1. No structured funnel or campaign system
Charactr’s ad account was basically a graveyard of one-off attempts — no testing structure, no proper cold/warm/retarget split, no persistent learnings. There was no method to how budgets were being used.
2. Creatives didn’t reflect the brand’s energy
For a brand rooted in aesthetic storytelling, the ads were bland. The product photos were great, but the marketing didn’t do justice to the product's vibe. There were no clear hooks, no strong intros, no narrative pacing — just visuals that felt like “nice posts,” not scroll-stopping ads.
3. Great AOV, but poor ROAS
With an average order value of ₹2,200, the brand should have been profitable even at a moderate ROAS. But campaigns were inefficient, creative testing was absent, and cold audiences weren’t being nurtured properly — resulting in poor conversion and high CPAs.
4. No retargeting or nurture loop
People who added to cart or viewed products were simply lost. No follow-up ads, no reminders, no incentives, no storytelling to pull them back. Essentially, they were paying for traffic without getting the full value of that traffic.
5. No scaling logic
Even the few campaigns that worked weren’t scaled methodically. There was no budget ramp-up system, no sandboxing, and no replication of winning creative patterns.
Strategy That Actually Worked
1. We started with the product — not the platform
We didn’t jump into Ads Manager first. We started by understanding what made their products sell. What were buyers saying? What collection names created curiosity? What elements (fit, fabric, color, drop style) triggered clicks?
Once we had that clarity, we translated it into ads.
2. Full-funnel ad account rebuild
We stripped down the old structure completely and rebuilt it from the ground up:
Cold: Creatives that introduced the brand through aesthetic + storytelling formats
Warm: Campaigns targeted at viewers, likers, and website traffic — with UGC and collection-centric creatives
Retargeting: Abandoned cart ads, timed urgency, testimonial reels, and CTA-focused creatives
Each layer had a job. And each ad had a role to play.
3. Creative direction that matched Charactr’s DNA
We moved from generic reels to curated creative themes:
Carousels that took users through a product story in 4–5 slides
Drop trailers that hyped upcoming collections
Text overlays that explained product cues in Gen-Z language
Close-ups, transitions, model shots, and lo-fi edits stitched with performance-first logic
We didn’t just make things pretty. We made them convert.
4. A sandboxing + scale engine
We implemented a system to test 2–3 creatives every week with controlled spends.
Winners were identified based on metrics like cost-per-click, outbound CTR, thumbstop ratio, and ROAS.
Then scaled methodically — no guesswork.
5. Spends + scaling strategy
Instead of blindly pumping budgets, we stabilized results on ₹4K–5K/day by narrowing in on consistent performers. As soon as the system proved itself, we ramped budgets without breaking the ROAS.
Results
1. ₹9,00,000 in sales in the first month (June)
This was double their previous record — and it happened within 30 days of working with us. The difference wasn’t luck, it was structure.
2. ROAS averaged 8x across all cold + warm campaigns
On a ₹2,200 AOV, this meant the brand stayed healthy and profitable — even at scale.
3. Drop-based structure created consistent repeat sales
By anchoring creative cycles around specific product drops, we built repeatability into performance — something the brand had never seen before.
Strategy That Actually Worked
1. We started with the product — not the platform
We didn’t jump into Ads Manager first. We started by understanding what made their products sell. What were buyers saying? What collection names created curiosity? What elements (fit, fabric, color, drop style) triggered clicks?
Once we had that clarity, we translated it into ads.
2. Full-funnel ad account rebuild
We stripped down the old structure completely and rebuilt it from the ground up:
Cold: Creatives that introduced the brand through aesthetic + storytelling formats
Warm: Campaigns targeted at viewers, likers, and website traffic — with UGC and collection-centric creatives
Retargeting: Abandoned cart ads, timed urgency, testimonial reels, and CTA-focused creatives
Each layer had a job. And each ad had a role to play.
3. Creative direction that matched Charactr’s DNA
We moved from generic reels to curated creative themes:
Carousels that took users through a product story in 4–5 slides
Drop trailers that hyped upcoming collections
Text overlays that explained product cues in Gen-Z language
Close-ups, transitions, model shots, and lo-fi edits stitched with performance-first logic
We didn’t just make things pretty. We made them convert.
4. A sandboxing + scale engine
We implemented a system to test 2–3 creatives every week with controlled spends.
Winners were identified based on metrics like cost-per-click, outbound CTR, thumbstop ratio, and ROAS.
Then scaled methodically — no guesswork.
5. Spends + scaling strategy
Instead of blindly pumping budgets, we stabilized results on ₹4K–5K/day by narrowing in on consistent performers. As soon as the system proved itself, we ramped budgets without breaking the ROAS.
Results
1. ₹9,00,000 in sales in the first month (June)
This was double their previous record — and it happened within 30 days of working with us. The difference wasn’t luck, it was structure.
2. ROAS averaged 8x across all cold + warm campaigns
On a ₹2,200 AOV, this meant the brand stayed healthy and profitable — even at scale.
3. Drop-based structure created consistent repeat sales
By anchoring creative cycles around specific product drops, we built repeatability into performance — something the brand had never seen before.
Strategy That Actually Worked
1. We started with the product — not the platform
We didn’t jump into Ads Manager first. We started by understanding what made their products sell. What were buyers saying? What collection names created curiosity? What elements (fit, fabric, color, drop style) triggered clicks?
Once we had that clarity, we translated it into ads.
2. Full-funnel ad account rebuild
We stripped down the old structure completely and rebuilt it from the ground up:
Cold: Creatives that introduced the brand through aesthetic + storytelling formats
Warm: Campaigns targeted at viewers, likers, and website traffic — with UGC and collection-centric creatives
Retargeting: Abandoned cart ads, timed urgency, testimonial reels, and CTA-focused creatives
Each layer had a job. And each ad had a role to play.
3. Creative direction that matched Charactr’s DNA
We moved from generic reels to curated creative themes:
Carousels that took users through a product story in 4–5 slides
Drop trailers that hyped upcoming collections
Text overlays that explained product cues in Gen-Z language
Close-ups, transitions, model shots, and lo-fi edits stitched with performance-first logic
We didn’t just make things pretty. We made them convert.
4. A sandboxing + scale engine
We implemented a system to test 2–3 creatives every week with controlled spends.
Winners were identified based on metrics like cost-per-click, outbound CTR, thumbstop ratio, and ROAS.
Then scaled methodically — no guesswork.
5. Spends + scaling strategy
Instead of blindly pumping budgets, we stabilized results on ₹4K–5K/day by narrowing in on consistent performers. As soon as the system proved itself, we ramped budgets without breaking the ROAS.
Results
1. ₹9,00,000 in sales in the first month (June)
This was double their previous record — and it happened within 30 days of working with us. The difference wasn’t luck, it was structure.
2. ROAS averaged 8x across all cold + warm campaigns
On a ₹2,200 AOV, this meant the brand stayed healthy and profitable — even at scale.
3. Drop-based structure created consistent repeat sales
By anchoring creative cycles around specific product drops, we built repeatability into performance — something the brand had never seen before.
800K
800K
INTERACTIONS
INTERACTIONS
90,3K
90,3K
new followers
new followers
ANDRÉ LACERDA
DESIGN
ANDRÉ LACERDA
DESIGN
ANDRÉ LACERDA
DESIGN
ANDRÉ LACERDA
DESIGN
Hanri Lamarca
PHOTOGRAPHy
Hanri Lamarca
PHOTOGRAPHy
Hanri Lamarca
PHOTOGRAPHy
Hanri Lamarca
PHOTOGRAPHy
ERIKKA KLAUS
director
ERIKKA KLAUS
director
ERIKKA KLAUS
director
ERIKKA KLAUS
director
Christian Zanini
Post-production
Christian Zanini
Post-production
Christian Zanini
Post-production
Christian Zanini
Post-production
Panorama FILMES CRAFTED BY ANDRÉ LACERDA FRAMER TEMPLATE