Case Study
Robocraze
How We Engineered Growth Flywheels for a Huge Catalogue of Robocraze That Delivered 5x D2C Revenue and 10+ ROAS
Robocraze is India’s leading D2C brand for electronics DIY components — selling everything from resistors to advanced kits like drone and 3D printing bundles. Despite a large SKU range and strong product-market fit among hobbyists and engineers, performance marketing was running on muscle memory. Shopping campaigns weren’t calibrated to margin tiers. Pmax was optimized for volume, not value. Branded search was healthy but flat. The brand needed not just more traffic — but smarter traffic that compounded conversions without compromising on CAC.
Key Business Challenge
Orchestrate a media strategy that could scale profitably across a wide margin spectrum — from low-cost components to high-ticket DIY kits — while maintaining performance stability.
Before Re-architecting, We Diagnosed
Where Revenue Was Plateauing Despite Catalog Depth
High-Spend SKUs Were Margin-Starved
Google Shopping’s automation was skewing spends toward high-search, low-margin SKUs like Arduino boards — eating into contribution margins.
Kit-Based SKUs Underutilized
Kits with 3x AOV and better conversion rates weren’t prioritized due to weaker historical data. Pmax didn’t surface them.
Meta Was Under-Experimented
Creatives weren’t tailored to personas (students vs hobbyists vs engineers). CTRs were low and ROAS was volatile.
From Feed Firefighting to
SKU-Tiered Growth Engines That Converted Better Buyers
SKU Prioritization by Margin Tier
Feed segmented into 3 cohorts — low-margin staples, mid-margin essentials, high-margin kits. Budgets distributed based on expected ROAS and volumes of each cohort.
Meta = Discovery, Not Retargeting
Built persona-specific creative stacks (e.g., “Make Your First Drone” for students). Used low-CPC personas to seed high-intent remarketing.
#ROI
Strategic Framework
Instead of chasing volume, we built an engine that mapped margin clusters to media levers. Shopping feeds were rebuilt. Pmax was segmented by margin tiers. Meta was repositioned as a low-CAC discovery engine.
Intent-Led Search + Pmax Segmentation
Introduced exact-match search for branded and kit-specific queries. Split Pmax campaigns by product types to control asset groups and landing flows.
Landing Page + CRO Tailoring
Kit pages redesigned with trust builders: included “What’s In The Kit”, tutorial links, difficulty level, and learning outcomes.
This wasn’t a channel expansion play. We used SKU logic to train Google. We repositioned Meta for smart discovery. We layered educational trust assets to drive higher AOVs. And every platform worked in tandem — respecting the margin model.
Over 12 Months,
Here Were Our Results
A single Pmax cluster built around 3D Printing Kits delivered 15.3x ROAS over 60 days — outperforming the average SKU cluster by 2.2x, and unlocking a replicable template for other high-ticket kits.
Our Learnings
We Don’t Just Run Feeds
We Build Tiered, Margin-Aware Engines That Scale