Case Study
Cubelelo
How We Helped Cubelelo Build a RoAS-Positive Growth Engine in a Super Niche but Passionate eCommerce Category
Cubelelo is India’s leading D2C brand for speedcubing products — from 3×3 puzzles to magnetic cubes, timers, mats, and accessories. While category dominance was never in question, profitable growth was. With a wide catalog, skewed demand towards specific models, and a highly fragmented buyer base (from beginners to competitive cubers), the brand needed structure, prioritization, and paid media discipline.
Key Business Challenge
Build a performance-led eCommerce funnel that increased revenue without bloating CAC — in a category with strong community pull but low repeat frequency and price sensitivity.
Before Scaling Spend, We Diagnosed
Why D2C Scale Was So Small Compared To Marketplaces
Catalog Spread vs Revenue Contribution
60% of ad spend was going towards long-tail SKUs with <10% sales contribution. The top 15 SKUs drove majority of revenue, but weren’t being prioritized in budget or bid logic.
Audience Targeting Was Too Broad
Beginners, hobbyists, and competitive cubers were being targeted with similar messaging — leading to inefficient CTR and inconsistent CVR.
Landing Experience Disjoint
Ad traffic often landed on category pages or generic collections — causing bounce due to option overwhelm and lack of nudge towards bestsellers.
From RoAS Volatility to Growth Discipline
A New SKU-Led, Intent-Mapped Growth Engine
Hero SKU Playbook
Identified 20 SKUs that were (a) high-demand, (b) high-conversion, and (c) representative of different user personas (starter kits, flagship speedcubes, accessories). Focused 70% of spend here.
Landing Flow Optimization
Built single-product funnels with pre-landing content hooks (e.g., “Best Cube for Beginners”) and simplified add-to-cart experiences.
#ROI
Strategic Framework
Our strategy was focused on creating structure — not just on ads, but on how users discovered, engaged, and converted.
Persona-Based Campaigns
Created three parallel funnel tracks — for first-time cubers, intermediate users, and pro-level athletes. Each had tailored messaging and product mapping.
Cross-Sell & AOV Expansion Layer
Post-click retargeting promoted bundle offers (cube + timer + lube), pushing AOV up without needing discount triggers.
We pulled Cubelelo out of a “catalog push” mode and into a “structured discovery” model. Campaigns focused on building purchase intent through role clarity — beginner vs expert — and paid efforts were recalibrated to fuel SKUs that had the best chance of ranking, converting, and repeating. This wasn’t about scaling traffic — it was about scaling efficiency.
Over 24 Months of Launch
Here Were Our Results
Cubelelo launched it’s own brand label – Drift. One of the brand’s entry-level 3×3 magnetic cubes, previously treated as a low-priority SKU, became the highest-converting product after being repositioned as the “Perfect First Cube.”
It now serves as the gateway SKU for higher-ticket accessory bundles.
Our Learnings
We Don’t Just Run Ads
We Build Revenue Systems for Passion-Led eCommerce Brands.
Niche categories need role-based funnels — not demographic targeting.
A small group of SKUs, when supported correctly, can fund the entire catalog.
AOV expansion without discounting is very doable — if bundles are mapped to user journeys.
Landing flow structure is as important as media structure in low-CAC eComm.
For us, niche D2C isn’t about volume — it’s about designing discovery the right way.