Marketing for D2C brands when Meta CAC will not stop climbing.
We work with D2C founders building skincare, food, FMCG, apparel, lifestyle and consumer brands selling direct. The growth model that worked in 2022 stopped working in 2024. We build the model that works now.
01 / Brief
The D2C brief, in five lines
- Meta CAC has doubled in 18 months. Your gross margin has not.
- You have ten thousand followers and a flat sales line.
- Your last creative agency built a deck. Your last performance agency built a dashboard. Nothing built the brand.
- Your in-house team is one founder, one freelance designer and a Notion board.
- You are running the same three ads from launch six months later.
02 / Category
Why D2C marketing models are breaking
The D2C playbook that worked in 2021 ran on cheap Meta inventory, a thin brand and aggressive incentivisation. That model is dead. Meta CAC has roughly tripled across most categories in three years. Discount-led acquisition is suffocating contribution margin. And the consumer is more skeptical of D2C brand promises than they have ever been. The D2C brands winning right now are the ones building a real brand on social, running creator content that earns trust instead of buying impressions, and treating paid as creative-led, not budget-led. Most D2C brands are still running 2022's playbook with a higher budget.
03 / How
How we build for D2C brands
Brand, content, creators and paid as one program, with one team, run against the metrics your investors actually care about. We do not run paid in isolation. We do not build content with no commerce. Every month tests a new creative angle in paid, a new creator partnership for trust, and a new content angle on organic. The creative library grows. CAC compounds down. The brand stops looking like every other D2C brand on the same shelf.
04 / Outcome
What you actually get
CAC that goes down as the creative library grows. A brand that has a point of view, not just a colour palette. A creator program your audience actually trusts. And monthly reporting tied to contribution margin, not just ROAS.
What we run for D2C brands
The most leveraged engagement for a D2C brand combines paid, content and creators under one team. We run them as one program, not three.
Recent D2C work
We have built marketing programs for established consumer brands like Yakult and Bikanervala alongside D2C and digital-first brands like JHS and Tira. The framework adapts. The discipline does not.
Category questions
Real questions from D2C founders
Most of the categories that are scaling in India right now, skincare, beauty, food, FMCG, apparel, lifestyle and supplements. We are explicit on the first call about whether the category is one we can serve well or one a specialist agency would be better at.
We work alongside in-house teams more often than we replace them. The founder owns brand direction. We handle execution across social, content, creators and paid. The in-house person stops being the bottleneck.
It depends entirely on category, price point and creative library depth. We will tell you on the first call what is realistic. We do not promise specific numbers before we have looked at your data. The targets get set together before the engagement starts.
No. We work with brands at various points in the growth curve. The brands we cannot help are the ones where the unit economics will never work no matter what marketing does. We will tell you that on the first call too.
Yes. We shoot, edit and ship the ad creative as part of the engagement. Most D2C performance failures are creative failures, not media failures.