30% market share
Captured on Amazon & Flipkart in the first 6 months from launch.
● D2C Launch · Case Study
Launching KeepSafe into a category owned by an incumbent — and taking 30% of it.
A marketplace-first GTM for an intimate-wash launch on Amazon and Flipkart, designed to graduate buyers onto a D2C subscription engine.
30%Marketplace share captured in 6 months on Amazon & Flipkart
20%Overall ACoS across awareness & conversion campaigns
3Months of front-loaded TOF spend, before throttling to LOF
2Marketplaces launched in lockstep — Amazon & Flipkart
Launch Reel KeepSafe · Campaign film
01
The Brief
Land a new entrant in a category with one dominant voice.
Launch KeepSafe Intimate Wash and take real shelf-share in a market where the leader holds 65% — and where newer challengers are already racing for the rest.
The intimate-wash category in India is structurally lopsided. VWash carries 65% category leadership share, with newer players like PeeSafe joining an expanding set of choices for the consumer. For a new brand, that's both an opportunity and a wall.
The opportunity: the category is growing, awareness is rising, and consumers are open to trial. The wall: the leader has owned the search shelf for years, and trial alone doesn't convert into a relationship.
When the category leader has owned the shelf for a decade, you don't out-shout them — you redraw the path the buyer takes to the shelf in the first place.
02
The Strategy
Borrow demand on the marketplace. Build a relationship on D2C.
Marketplaces have the buyers, but D2C has the margin and the memory. The plan was to use one to find the customer and the other to keep her.
Two-stage GTM
Establish on the marketplace, graduate to subscription.
Phase one was awareness and acquisition on Amazon and Flipkart, where category demand already sits and trial is cheap. Phase two pulled those same buyers onto the D2C platform with bundles, combos, and monthly subscriptions — turning a one-off pickup into a recurring relationship.
- Amazon & Flipkart for trial and brand recognition
- D2C-only bundles and combos to anchor repeat purchase
- Monthly subscription as the long-term economic engine
GTM journeyAwareness → Subscription
Phase 01 · 0–6 mo
Marketplace
- Amazon & Flipkart launch
- Awareness + trial
- Listing & A+ content
→
Phase 02 · 3–9 mo
Bundles
- D2C combos & cross-sell
- Higher AOV per buyer
- First-party data captured
→
Phase 03 · 6+ mo
Subscription
- Monthly auto-replenish
- Predictable LTV
- Margin off marketplaces
03
Execution
Front-load the funnel for three months. Then pay for it on the way back.
A launch campaign on Amazon and Flipkart, with budget split deliberately between visibility-getting and sales-driving formats — and an organic listing layer working underneath both.
Budget split
30% top-of-funnel for 3 months — to be seen by the right shopper.
For the first three months, we allocated 30% of marketplace spend to top-of-funnel formats — Sponsored Display, Sponsored Video, and Product Listing on competitor pages. This bought us higher visibility into buying audiences who actually mattered, not the generic browser.
- SD — placement next to category-leader pages
- SV — pre-roll and category-keyword video
- PLC — competitor-targeted product listings
Spend splitMonths 1–3
30% · TOF Awareness · 3 months
SD, SV, PLC formats — buying visibility into category-buying audiences.
70% · LOF Conversion · always-on
SP and PLA driving the actual sales — built on top of the awareness layer.
Lower-funnel formats
The other 70% turning intent into orders.
The rest of the campaign focused on lower-funnel formats — Sponsored Products and Product Listing Ads — that drove sales for the brand once awareness was warming the audience. These ran always-on; the awareness layer above them paid them back in conversion rate.
- SP on category and competitor keywords
- PLA for high-intent shopper queries
- Tight ASIN-level bid management on hero SKUs
Format mixBy funnel stage
Top of funnel30%
Sponsored Display Sponsored Video Product Listing · Competitor
Lower funnel70%
Sponsored Products Product Listing Ads Brand Defense Bids
Organic layerUnderneath
A+ Content Listing SEO Hero ASIN images Reviews seeding
A
Great A+ content
Hero ASIN pages built for first-time buyers in the category — answering the "is this for me?" question on the listing itself, before any review needed to do the work.
B
Listing SEO
Title, bullet, and back-end keyword work to rank organically alongside paid placements — so the same buyer kept seeing KeepSafe whether or not we were bidding.
C
Higher conversion at lower cost
Organic traffic supplemented paid, lifted listing CVR, and pulled blended ACoS down — which is why the 30/70 split paid for itself.
04
A+ Content · Storefront
The listing did the convincing the ad couldn't.
The A+ content page below is what every paid click landed on — built for a first-time buyer in a category dominated by an incumbent. It answers "is this for me?" before any review is asked to do the work.
KeepSafe Intimate Wash
pH-balanced. Dermatologist tested.
Clinically proven for everyday feminine care
Why KeepSafe
KeepSafe
✓ pH 3.5–4.5 balanced
✓ 0% parabens
✓ Dermat tested
✓ Probiotic formula
Generic wash
✗ Unknown pH
✗ Preservatives
✗ Not tested
✗ No live cultures
A day with KeepSafe
MorningGentle cleanse, daily use safe
Post-workoutFast-acting odour control
NightRestores natural flora balance
Choose your KeepSafe
100 mlTrial
200 mlMost loved
400 mlBest value
Subscribe & Save
15% off every month
Never run out. Auto-delivered monthly, cancel anytime. Plus free shipping on every order.
05
Results
30% of the market in 6 months — at a 20% blended ACoS.
The numbers from the first six months of launch.
20% blended ACoS
Across awareness and conversion campaigns combined — a sustainable launch economics number.
Two marketplaces
Amazon and Flipkart, launched and scaled in parallel rather than sequentially.
D2C handoff live
Bundles, combos, and monthly subscriptions stood up to receive the marketplace audience.
What's next
Launching into a category with an incumbent?
We design marketplace-first launches that travel the buyer down to D2C — with budget splits, format choices, and listing systems that pay for themselves.
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