Premium wellness & lifestyle brand launching a high-ticket product in India
Introduce a category-defining wellness product to CXOs, business owners, entrepreneurs and premium homeowners - a persona that ignores generic performance creative.
Built the buyer as a person: Skills, Influences, Must-Do, Must-Never, Frequency, Communication - signed off before any creative brief.
360-degree concept translated the product into four experiential themes (posture, ease of use, art of sitting, therapeutic value).
Dynamic content optimisation on Meta and Display served concept variants against persona clusters, refreshed on a 3-week cadence.
eArticles, video articles and expert reviews seeded through curated publishers to feed the consideration stage.
Chatbot capture and review-system correction closed the loop between awareness content and enquiry.
The launch outperformed the brand's previous flagship campaign on every efficiency metric. Persona-cluster targeting cut wasted impressions on non-buyers and lifted enquiry quality enough that the sales team could shorten qualification calls.