FirstClub - Quality Grocery App
Performance marketing strategy · Digital Branding Campaigns · Martech setup
Who
Client Profile
FirstClub is a Bangalore-based quick commerce app focused on premium groceries and daily essentials. The brand had an established product and growing user base, but their marketing infrastructure had not been stress-tested for scale. As they prepared to invest meaningfully in both performance and brand marketing, they needed a growth partner who could audit what existed, fix what was broken, and own execution across both tracks - not just hand over a recommendation.
What
The Problem Statement
Three distinct problems needed to be solved simultaneously.
The martech setup had to be rigorously audited. Missing events and incomplete attribution meant the platform was making optimisation decisions on incomplete signals - a problem that compounds quietly until spend efficiency collapses.
The performance campaign structure had grown organically without a clear architecture. Overlapping interest groups across ad sets meant audiences were cannibalising each other, and there was no clean separation between prospecting and retargeting logic.
FirstClub had never run a digital branding campaign. They had no internal playbook for it, no baseline data, and no one to own it. They needed a partner who could build the strategy from scratch, translate it into a channel-level execution plan, and see it through to results.
How
What We Built
Martech Audit and Data Fix: Conducted a full audit of the existing martech setup and identified missing events and attribution gaps. Requirements were scoped and shared with the product team for implementation.
Campaign Architecture Rebuild: Diagnosed the existing structure as having significant audience overlap across interest groups. Rebuilt it around a clear prospecting and retargeting separation, with distinct campaign layers mapped to business verticals. This gave each spend layer a defined job and eliminated the cannibalisation that was diluting performance.
Creative Process Setup: Defined hooks and creative angles by campaign type and category. Creative performance data was fed back to the team after each cycle to brief the next round - closing the loop between execution and creative strategy.
First Digital Branding Campaign - Strategy Through Execution: Designed and ran FirstClub's first major digital awareness campaign across Google and Meta. The brief: reach the relevant online population in Bangalore, build frequency, and feed engaged audiences into performance campaigns for installs and first purchase.
The campaign was structured around week-wise objectives - building reach in week one, layering frequency in week two, retargeting engaged viewers in week three, and pushing into performance conversion in week four.
A layered creative structure was used to prevent the platform from defaulting to a single winning creative.
Outcome
The Results
Branding Campaign Delivery:
Reached 4.5Mn+ users on both Google and Meta - approximately 25% of the online population in Bangalore
Branded search trends climbed sharply in April while the overall category declined
Bottom Funnel Impact:
Organic + direct installs improved 9% from the campaign baseline week
Organic installs showed a significantly higher new customer ratio versus performance installs - confirming that the branding-driven audience was higher quality
Who
Client Profile
FirstClub is a Bangalore-based quick commerce app focused on premium groceries and daily essentials. The brand had an established product and growing user base, but their marketing infrastructure had not been stress-tested for scale. As they prepared to invest meaningfully in both performance and brand marketing, they needed a growth partner who could audit what existed, fix what was broken, and own execution across both tracks - not just hand over a recommendation.
What
The Problem Statement
Three distinct problems needed to be solved simultaneously.
The martech setup had to be rigorously audited. Missing events and incomplete attribution meant the platform was making optimisation decisions on incomplete signals - a problem that compounds quietly until spend efficiency collapses.
The performance campaign structure had grown organically without a clear architecture. Overlapping interest groups across ad sets meant audiences were cannibalising each other, and there was no clean separation between prospecting and retargeting logic.
FirstClub had never run a digital branding campaign. They had no internal playbook for it, no baseline data, and no one to own it. They needed a partner who could build the strategy from scratch, translate it into a channel-level execution plan, and see it through to results.
How
What We Built
Martech Audit and Data Fix: Conducted a full audit of the existing martech setup and identified missing events and attribution gaps. Requirements were scoped and shared with the product team for implementation.
Campaign Architecture Rebuild: Diagnosed the existing structure as having significant audience overlap across interest groups. Rebuilt it around a clear prospecting and retargeting separation, with distinct campaign layers mapped to business verticals. This gave each spend layer a defined job and eliminated the cannibalisation that was diluting performance.
Creative Process Setup: Defined hooks and creative angles by campaign type and category. Creative performance data was fed back to the team after each cycle to brief the next round - closing the loop between execution and creative strategy.
First Digital Branding Campaign - Strategy Through Execution: Designed and ran FirstClub's first major digital awareness campaign across Google and Meta. The brief: reach the relevant online population in Bangalore, build frequency, and feed engaged audiences into performance campaigns for installs and first purchase.
The campaign was structured around week-wise objectives - building reach in week one, layering frequency in week two, retargeting engaged viewers in week three, and pushing into performance conversion in week four.
A layered creative structure was used to prevent the platform from defaulting to a single winning creative.
Outcome
The Results
Branding Campaign Delivery:
Reached 4.5Mn+ users on both Google and Meta - approximately 25% of the online population in Bangalore
Branded search trends climbed sharply in April while the overall category declined
Bottom Funnel Impact:
Organic + direct installs improved 9% from the campaign baseline week
Organic installs showed a significantly higher new customer ratio versus performance installs - confirming that the branding-driven audience was higher quality
Who
Client Profile
FirstClub is a Bangalore-based quick commerce app focused on premium groceries and daily essentials. The brand had an established product and growing user base, but their marketing infrastructure had not been stress-tested for scale. As they prepared to invest meaningfully in both performance and brand marketing, they needed a growth partner who could audit what existed, fix what was broken, and own execution across both tracks - not just hand over a recommendation.
What
The Problem Statement
Three distinct problems needed to be solved simultaneously.
The martech setup had to be rigorously audited. Missing events and incomplete attribution meant the platform was making optimisation decisions on incomplete signals - a problem that compounds quietly until spend efficiency collapses.
The performance campaign structure had grown organically without a clear architecture. Overlapping interest groups across ad sets meant audiences were cannibalising each other, and there was no clean separation between prospecting and retargeting logic.
FirstClub had never run a digital branding campaign. They had no internal playbook for it, no baseline data, and no one to own it. They needed a partner who could build the strategy from scratch, translate it into a channel-level execution plan, and see it through to results.
How
What We Built
Martech Audit and Data Fix: Conducted a full audit of the existing martech setup and identified missing events and attribution gaps. Requirements were scoped and shared with the product team for implementation.
Campaign Architecture Rebuild: Diagnosed the existing structure as having significant audience overlap across interest groups. Rebuilt it around a clear prospecting and retargeting separation, with distinct campaign layers mapped to business verticals. This gave each spend layer a defined job and eliminated the cannibalisation that was diluting performance.
Creative Process Setup: Defined hooks and creative angles by campaign type and category. Creative performance data was fed back to the team after each cycle to brief the next round - closing the loop between execution and creative strategy.
First Digital Branding Campaign - Strategy Through Execution: Designed and ran FirstClub's first major digital awareness campaign across Google and Meta. The brief: reach the relevant online population in Bangalore, build frequency, and feed engaged audiences into performance campaigns for installs and first purchase.
The campaign was structured around week-wise objectives - building reach in week one, layering frequency in week two, retargeting engaged viewers in week three, and pushing into performance conversion in week four.
A layered creative structure was used to prevent the platform from defaulting to a single winning creative.
Outcome
The Results
Branding Campaign Delivery:
Reached 4.5Mn+ users on both Google and Meta - approximately 25% of the online population in Bangalore
Branded search trends climbed sharply in April while the overall category declined
Bottom Funnel Impact:
Organic + direct installs improved 9% from the campaign baseline week
Organic installs showed a significantly higher new customer ratio versus performance installs - confirming that the branding-driven audience was higher quality