Bhoomi Fibres
As a sustainable D2C brand, Bhoomi Fibres specializes in eco-friendly laptop bags crafted from natural materials. By blending durability with modern style, they advocate for conscious living through artisanal, biodegradable products tailored for today's professionals.
2,850+
Leads Generated
₹21.80
Cost Per Lead
2.1L+
People Reached
How We Helped
Bhoomi Fibres wanted to build awareness and generate consistent sales for their eco-friendly laptop bags in a competitive fashion & accessories market. The key challenge was educating customers about sustainable alternatives while driving conversions for a relatively new D2C brand.
Strategy & Tactics
Audience Targeting & Funnel Strategy
Interest-based targeting (Sustainable Living, Eco-Friendly Products, Vegan Lifestyle, Fashion Accessories, Working Professionals, Women Entrepreneurs) combined with urban location targeting across Tier 1 & Tier 2 cities. Full-funnel strategy to educate → engage → convert.
Creative & Ad Copy Strategy
Lifestyle creatives showcasing working professionals using laptop bags. Highlighted eco-friendly materials & sustainability benefits. Problem-solution angle (plastic bags vs sustainable bags). Aesthetic product-focused creatives for Instagram & Facebook.
Retargeting Strategy
Website visitors & product viewers, add-to-cart users, and Instagram engagers. Focused on driving purchase conversions with offer-based creatives.
Optimization & Scaling
A/B testing (creatives, hooks, offers), scaling high-performing audiences, weekly optimization based on CTR, CPC & conversion rate, and budget allocation toward best-performing ad sets.
Campaign Focus Areas
Full-funnel Meta Ads approach to capture leads at every stage
Awareness
Eco-Friendly Lifestyle & Sustainable Fashion
Video / Reels
Consideration
Product Benefits & Use Cases (Office, Travel, Daily Use)
Image / Carousel
Sales
Laptop Bag Purchase (D2C Website)
Conversion Campaign
Retargeting
Cart Abandonment & Product Viewers
Carousel / Offer Ads
How Ads Appear Across Placements
Our ads were optimized for multiple Meta placements to maximize reach and engagement.
Instagram Feed
In-feed ads shown while browsing the home feed
Instagram Reels
Full-screen vertical video ads in the Reels tab
Instagram Stories
Full-screen vertical ads between user stories
Facebook Profile Feed
Sponsored posts in users' profile news feed
Facebook Feed (Carousel)
Multi-image carousel ads in the news feed
Facebook Feed (Single Image)
Single image sponsored posts in the feed
Facebook Feed (Product Grid)
Product grid layout ads showcasing multiple items
Facebook Feed (Product Showcase)
Product showcase ads highlighting key features
Facebook Reels
Short-form video ads in the Reels tab
Facebook Stories
Full-screen vertical ads between user stories
Campaign Performance
2,10,000
Total Reach
People reached through Meta campaigns
5,90,000+
Impressions
Total ad impressions delivered
8,200
Clicks
Total clicks generated
2,850+
Leads / Purchases
Conversions & customer inquiries generated
Performance Metrics Summary
₹62,000
Total Spend
₹21.80
Average CPL
₹7.50
Average CPC
1.39%
Average CTR
Results & Impact
Increased demand for eco-friendly laptop bags
Strong brand positioning in sustainable fashion niche
Improved website traffic & product engagement
Consistent sales from retargeting campaigns
Built a loyal audience interested in sustainable lifestyle
Cost-efficient customer acquisition for a new D2C brand
Educating Before Selling in a New Sustainability Niche
Bhoomi Fibres entered the market as a new D2C brand with a genuinely differentiated product — laptop bags made from natural, biodegradable materials — but that same novelty meant most shoppers weren't yet searching for the category. The funnel needed to build the case for sustainable alternatives before it could ask for a sale.
We structured campaigns around a full-funnel path: awareness content around eco-friendly lifestyle and sustainable fashion, consideration creatives showing the bags in real office, travel and daily-use contexts, and conversion campaigns pointed directly at the D2C website. Retargeting then re-engaged cart abandoners and product viewers with offer-based carousels to close the loop.
Weekly A/B testing on creatives, hooks and offers, combined with budget reallocation toward the best-performing audiences, kept cost per lead efficient as the account matured. Brands introducing a new sustainable or values-led product can see how our Meta Ads team builds this kind of educate-then-convert funnel.
Key Takeaways
- New-to-category products need awareness and education content before conversion campaigns will work efficiently.
- Full-funnel structuring (awareness → consideration → sales → retargeting) outperforms running conversion ads alone.
- Lifestyle context in creative (real use cases) builds relevance faster than isolated product shots.
- Continuous weekly optimization on CTR, CPC and conversion rate is what kept CPL efficient over time.
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