Sacred Grove

Problem statement

To build the brand strategy and digital go-to-market strategy for the brand.

What we did

• Conducted consumer research to understand current behaviour towards haircare and hair habits
• A/B tested multiple communication angles across social and paid marketing
• Tested multiple media strategies to crack performance marketing for the brand

Growth recommendations

• Over a six-month test-and-learn period, refined the brand position, NPD strategy and pricing strategy
• Identified the hero SKU and built an acquisition strategy around it
• Built a SKU-wise retention strategy to improve CLTV — front-loaded with WhatsApp marketing, supported by email
• Introduced combos instead of single SKUs to improve AOV and ROAS

Results

• Positioned Sacred Grove as the raw herb haircare brand from India
• A repackaging exercise that premiumised the brand for its relevant target group
• Improvement across funnel metrics — CTR, add to cart and website conversion rate
• Improved ROAS through combos that lifted AOV