Nua Woman Achieved 102% Sales Growth on Blinkit Through Strategic Campaign Structuring
Overview
Nua Woman is a progressive wellness brand offering a range of organic female hygiene products. As they expanded into Blinkit’s dynamic quick commerce ecosystem, Nua Woman was looking to scale their visibility and sales across urban and semi-urban markets, without burning through their ad budgets.
The Challenges
- Driving visibility in Tier 1, 2, and 3 cities while staying cost-efficient
- Maintaining a consistent Share of Voice (SOV) throughout the day
- Balancing budgets across Brand, Generic, and Competitor keywords
- Maximizing visibility during peak traffic days (1st week and weekends)
- Accelerating growth in high-priority categories
Our Strategy
1. Campaign Structuring
- Segmented campaigns by city tier and product category to optimize ad spends.
- Launched high-performing keyword campaigns with bold bids to boost visibility
2. Budget Allocation
- Prioritized Product Listing ads to maximize daily visibility
- Allocated a smaller share to Product Recommendations and Banner ads for awareness
- Reallocated spends strategically across Brand, Generic, and Competitor segments for better efficiency
3. Event-Based & Time-Based Optimization
- Strategically adjusted keyword campaigns in response to competitor moves
- Increased budgets during high-traffic periods to capture peak demand
4. Product-Level Targeting
- Prioritized Bulk Bags and Overnight Pads and doubled sales in the segment
- Promoted Super Saver Packs in the generic category to drive volumes
-
Targeted competitor-adjacent products to win high-ROAS conquest sales
The Impact (Within 5 Months)
- 102% rise in paid sales with a controlled increase in ad spend
- 60% growth in total sales
- 62% growth in new user acquisition
- 30% improvement in incremental ROAS
- 25% boost in A2C% (Add-to-Cart rate),
- 50% growth in DPP (Disposable Period Panty) sales
- 40% growth in Sanitary Pads with a 10% increase in total ROAS
