The brief
Zocket needed a more economical way to capture business enquiries. Earlier activity had focused on app installs, engagement and awareness.
What I changed
I tested explainer videos, then expanded the creative to static ads, feature-led messages and relatable short-form content. The project account identifies meme-led creative as the stronger early format, with CPL around ₹60–₹80.
I used the accumulated lead audience to develop lookalikes and tested a business-owner version of a trending Reel with a clear enquiry prompt.
Reported result
The case reports a final CPL range of ₹7–₹10 against an earlier ₹80 baseline. A consistent reporting period, qualification rate and customer-acquisition cost are not included. The result demonstrates lead-acquisition efficiency, not verified profit.
The decision behind the result
Changing the way the product was explained came before expanding the audience. A cheaper lead was a useful signal, but sales outcomes would be needed to judge the value of those enquiries.
Project records
Original campaign material. Claims within archived images remain source records; the narrative above explains what can be concluded.
