The single biggest thing that helped us generate demand for all categories : run feature/benefit led creatives ( top/middle funnel) but optimised for purchases ( bottom funnel) And pass back as much purchase data as possible across channels Thread of winning perf creatives

A lot of founders and VCs even today have a misconception that performance marketing means running only discount/promo ads I have always defined perf marketing as reaching out to people ( in market audience) with benefit/feature led communication and optimised for purchase Categories like ours where purchase happens multichannel makes it even more difficult to optimize and measure. But because we built the infra to measure it and have first party data for 10 years now, it has become a moat and no other omnichannel consumer durable brand hasn’t been able to replicate it despite the playbook out in the open

And all of this would have failed if the product didn’t deliver on what it promised For any good brand, product delivery >> product promise And in our case, most product so far has done it. If not, we had to kill it and relaunch

I was working for a japanese air con company , selling happily on premium.. and then Koreans arrived .. started showing FAB -features,advantages and benefits.. it hit us so hard .. could never recover..

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