Repositioning a Legacy Brand Into a
Scalable Consumer Demand Engine
Increased Organic Traffic & Search Engine Presence for Threptin.com.
Repositioning a Legacy Brand Into a Scalable Consumer Demand Engine
Objectives
- Shift brand from prescription-led → consumer-driven demand
- Drive traffic across website and marketplaces
- Improve conversion rates while reducing CAC
- Build awareness for a new use-case (daily nutrition)
- Create a scalable consumer acquisition engine
Challenges
- Changing perception from medical product → everyday supplement
- Balancing trust (legacy) with modern consumer appeal
- High initial cost per conversion
- Identifying winning creatives across audience segments
Blueprint
- Start with awareness to rebuild brand recall
- Transition into conversion-led content strategy
- Use influencers to build trust and relatability
- Segment audiences for sharper targeting
- Continuously optimise for conversion efficiency
What we did
- Launched awareness campaigns using image and video creatives
- Built content-led ads focused on product usage and benefits
- Ran conversion campaigns across website and marketplaces
- Activated influencer engine with 17 creators across niches
- Segmented campaigns by audience cohorts and intent
- Continuously optimised creatives, bids, and audience mix
- Reposition to consumer brand
- Drive traffic & conversions
- Reduce CAC
- Shift to everyday supplement
- Balance legacy with modern appeal
- High initial conversion costs
- Find winning audience creatives
- Awareness → conversion funnel
- Influencer + content strategy
- Audience segmentation
- Awareness campaigns
- Conversion-led ads
- Influencer activation
RESULT WE ACHIEVED
Built a full-funnel consumer demand engine by combining awareness, content, and conversion optimisation—driving large-scale traffic, strong conversions, and significant cost efficiency.
Demand & Conversion Scale
Drove 5L+ website visits and 22K+ conversions within 8 months
CAC Efficiency Breakthrough
Reduced cost per conversion by ~84% (₹919 → ₹150)
Conversion Rate Growth
Achieved consistent month-on-month improvement in conversion rates
Brand Recall & Organic Demand
Influencer campaigns drove strong recall and organic engagement at scale
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