Performance Marketing for

Campaign Setup

• Type of campaign: Meta Ads (Facebook & Instagram) on a Shopify storefront
• Bidding strategy: Website Purchase conversions
• Geographic targeting: Pan-India, with layered category targeting by product line
• Channel mix: Evergreen prospecting on the core bestseller, plus dedicated launch campaigns for new product categories
• Reporting period covered: February 2026 – July 2026

Where Toon Touch Started

Toon Touch's Meta Ads account carried nearly two years of campaign history — sale pushes for night suits, aprons, denim, travel bags, visor hats, and seasonal moments like Rakhi, Diwali, and Christmas. By the time SAAA reviewed the account, almost all of these had gone dormant: 20 of the account's 24 campaigns were inactive and generating zero spend or delivery.

• One long-running “poncho” prospecting campaign was carrying the account, already converting well but without a structure to expand beyond it
• No repeatable system existed for testing and scaling new product categories as the catalog grew
• Two decades' worth of one-off seasonal campaigns sat inactive, cluttering the account without contributing to current performance
• Emerging opportunities — like trend-led K-pop merchandise — had no dedicated campaign structure to capture demand

The brand had a genuine hit product and a loyal audience, but its ad account was built around a single evergreen win rather than a system for finding the next one.

Solution

SAAA's approach protected what was already working while building the infrastructure to diversify revenue beyond it:

• Kept scaling the proven evergreen poncho campaign as the account's revenue anchor, rather than disrupting a winning structure
• Built dedicated, clearly-labelled SAAA launch campaigns for new and trending product lines, starting with K-pop-themed merchandise to capture a fast-moving cultural trend
• Introduced small-budget test campaigns (like the Jelly tote bag launch) to validate new SKUs before committing meaningful spend
• Cleared the account of dormant, non-performing legacy campaigns to keep reporting and budget decisions clean

Optimization Strategy

• Protect-and-scale on the core winner: the poncho campaign continued to receive priority budget as long as it kept converting, growing to ₹3.18L in spend at an 8.81x ROAS
• Trend-responsive launches: the K-pop merchandise campaign was launched to ride a clear cultural moment, then scaled quickly to ₹1.53L in spend once early results (5.08x ROAS) confirmed demand
• Category extension: a follow-on K-pop T-Shirts campaign was launched to extend the trend into a second product format, returning an even stronger 6.23x ROAS
• Low-risk SKU testing: the Jelly tote bag campaign ran on a deliberately small budget (₹4,831) to validate a new accessory category before any scale-up decision
• Portfolio thinking: budget was actively balanced across one proven evergreen performer and several in-market tests, so growth wasn't dependent on a single campaign

Results

Conclusion

Toon Touch already had the hardest part of performance marketing solved — a genuine bestseller with a loyal, converting audience. What the account lacked was a system for turning that single win into a portfolio. SAAA's approach kept the proven poncho campaign scaling while building a disciplined, test-then-scale playbook for new categories — turning a fast-moving cultural trend into a second reliable revenue stream within months.

With a clean, structured account and a repeatable launch playbook now in place, Toon Touch is positioned to keep testing new product categories — personalised gifting, apparel, and accessories alike — without ever risking the performance of its core bestseller.