From "performance doesn’t work" to 6X revenue growth in just 5 months.

About Bon-ficion

Bon Fiction had been burned enough to believe performance marketing simply didn’t work for them. Online sales were a trickle, mostly limping through WhatsApp. We took the bet they’d given up on and built the D2C engine from scratch, right audience, right creative, right funnel. Five months later: 6X growth, five new states, and a digital channel that actually turns a profit.

The challenge

Broken tracking, attribution they couldn’t trust, and a business quietly dependent on WhatsApp orders. Meta ads were failing with zero clarity on what sold where. And the category was brutal, high churn, fierce competition, and no margin for a soft ROAS. No wonder they’d concluded performance "doesn’t work."

What we corrected

We wiped the slate and started with the fundamentals: who exactly to target and which SKUs deserved the spotlight. We rebuilt campaign objectives, laid in a proper full-funnel structure, and made creative that did justice to the craft behind the brand. Then we switched on Google Ads, completely untapped until now, and turned it into a serious sales lever.

Our approach

We leaned into what makes Bon Fiction special, premium, narrative-led campaigns built around indulgence, gifting and craft. We aimed at tier-1 cities and affluent non-metros and unlocked five new performing states in the process. Constant creative testing, audience layering and disciplined budgeting across Meta and Google kept the whole thing lean and converting hard.

The results

In five months, online revenue grew over 6X, entirely on paid media, no COD crutch. ROAS targets were hit consistently, Google went from unused to a top sales driver, and D2C graduated from "experiment we doubt" to "profitable channel we’re betting on." The skeptics became believers, with the numbers to back it.

What we ran