Work / Health & wellness
Tata GoFit
From brand launch to 1000% more orders in a year.
- 1000%increase in total orders in a year
- 549.3%increase in total revenue
- 7×increase in monthly orders
- 3×growth in ROI
01 / The context
A Tata brand sets out to lead women’s nutrition in India.
Tata GoFit partnered with ViralMint for the launch itself: a plan for introducing the category, then the product, then making it a habit.
Tata GoFit is a plant-based protein powder for women, launched to address the health issues that come with protein deficiency and help women lead healthier, more active lives.
02 / The constraint
Protein for women was barely a category. People had learned to look past the ads, and spending on women’s health sat low on the list.
03 / The move
Launch the category before the product.
- Website
A site designed and built for the launch, with product listing and detail pages made to convert and keep sessions long.
- Ads
Awareness, acceptance and acquisition campaigns across Google, Google Pay coupons, YouTube, Facebook and Instagram, with creative tested throughout.
- Consult
Launch learnings fed back into the site and product pages, and into smaller sample packs that made a first purchase easier.
- Sale days
Campaigns built around moments like Women’s Day and Independence Day took the brand from zero to 100+ orders in a day.
04 / The system
- Brand launch
- Category introduction
- Category awareness
- Product campaigns
- Sale days
05 / The result
- 1000%increase in total orders in a year
- 549.3%increase in total revenue
- 7×increase in monthly orders
- 3×growth in ROI
- 167%increase in brand search volume
Total ad spend scaled by 56% in the year, and customer acquisition cost fell by 10×.
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