About the Client:
Blackberrys Menswear, co-founded in 1991 by Nikhil and Nitin Mohan, is a leading Indian menswear brand with over INR 900 Cr in revenue. Rooted in a 130-year family legacy in textiles, the brand stands as a category leader known for its craftsmanship, sharp tailoring, and innovation in contemporary menswear.
Blackberrys has scaled its presence across India, backed by strong capabilities in product design, supply chain management, and omnichannel retail expansion.
Challenges
As Blackberrys expanded its presence on Myntra, the brand encountered multiple performance and operational challenges common to highly competitive marketplace marketing environments.
Growing competition, an extensive and frequently evolving catalog, and shifting seasonal demand made it critical to balance efficiency with sustained growth.
Achieving this required tighter control over product visibility, advertising spending, and conversion performance.
- Improving CTR and conversion rates in a highly competitive marketplace
- Preventing brand keyword leakage and competitor conquesting
- Managing and optimizing spending across a wide SKU and Style ID base
- Scaling revenue and order volume while controlling ACoS and maintaining organic-to-paid balance
- Adapting campaigns based on seasonality, inventory and platform trends.
Ad Strategy Overview
BlackBerry’s Myntra advertising strategy was built around efficiency, scalability, and sustained performance. By combining granular SKU-level analysis with strong brand protection and continuous optimization, the approach ensured higher visibility, better ROI, and long-term growth across categories while adapting to seasonal and platform-level trends.
1. Revenue-Led Category Spend Allocation
- Maintained category-level spending aligned with overall category revenue
- Ensured efficient and effective budget utilization
- Prioritized categories with stronger sales and inventory contribution
2. Expanded & Optimized Style ID Coverage
- Maintained a healthy count of Style IDs across campaigns
- Increased Style ID coverage to avoid missing high-potential styles
- Regularly removed non-performing and broken styles
- Added new styles consistently with healthy inventory
3. Performance-Driven Budget Optimization
- Regular campaign monitoring to optimize budgets and spending
- Daily caps set based on campaign performance
- Checked daily spend run rate at campaign and ad-set levels
- Identified margin draggers impacting ROI and optimized accordingly
4. Brand Protection & Competitive Defense
- Launched dedicated brand protection campaigns
- Prevented competitors from gaining visibility on branded keywords
- Reduced audience leakage and protected brand search traffic
5. Scaling via PLA & High-Performing Categories
- Scaled campaigns further through PLA optimization
- Adjusted bids based on category performance
- Allocated higher budgets to top-contributing categories
- Focused on styles with strong sales and an inventory mix
6. Seasonal & Inventory-Led Planning
- Introduced winter assortment Style IDs at the right time
- Focused on styles with healthy inventory levels
- Ensured timely optimization during sales events and peak days
7. Deep SKU-Level & Conversion Analysis
- Conducted deeper SKU-level performance analysis
- Identified high-conversion styles needing visibility push
- Optimized spend toward styles with stronger conversion potential
8. Continuous Monitoring & Portal-Level Optimization
- Weekly tracking of portal-level key metrics by category
- Optimized visibility based on competition and platform trends
- Regularly connect with Myntra marketing and category teams
9. Funnel Expansion & Creative Enhancements
- The majority focus on product-led conversion ads (mid & bottom funnel)
- Planned introduction of display ads to build top-funnel audiences
- Suggestions on creatives basis connect with Myntra teams & competitor trends
10. Organic Visibility & Brand Store Focus
- Suggestions on keywords in listings, variants, images, brand store, videos, reviews, basis competition analysis & platform-level insights
Results Achieved
BlackBerry’s data-driven Myntra Ads strategy delivered strong, measurable improvements across visibility, conversions, and revenue, driving scalable growth while maintaining efficiency and ROI from Apr’25 to Sep’25.
1. Improved Click-Through Rate (CTR)
- 25% increase in CTR, indicating stronger ad relevance and visibility. Better engagement driven by optimized Style ID coverage & visibility of styles with strong inventory & performance helped in achieving the same.
2. Higher Conversion Efficiency
- 31% increase in total conversions, improved to over 6.75x, led by the strong impact of SKU-level optimization and budget reallocation.
3. Significant Growth in Ad-Led Sales
- Performance-driven scaling across PLAs and top categories helped in increasing ad sales by 60%.
4. Surge in Ad Orders
- Expanded reach across high-performing styles and categories, helping in achieving a 144% increase in ad orders.
5. Overall Sales & Orders Uplift
- 86% growth in total sales and 146% increase in total orders driven by weekly optimization, elimination of non-performing styles, and efficient budget allocation to high-contributing categories.
Key Takeaways
- 144% surge in ad order volume, driven by SKU coverage expansion, Style ID optimization, and stronger funnel efficiency.
- 86% increase in total sales and 146% growth in total orders, supported by continuous optimization, style pruning, and high-ROI category prioritization.
- 60% lift in ad-led revenue by scaling high-performing PLAs and reallocating budgets to proven categories & inventory-backed styles.
- 31% improvement in conversion efficiency (6.75x) through SKU-level data analysis, targeted brand defense campaigns, and reduced margin drag.
- 25% higher CTR from optimized category & Style ID visibility based on performance & inventory optimization
- Brand protection improved category share, defending branded search traffic.
- Seasonal mapping + inventory alignment ensured product visibility peaked when demand was highest, improving ROAS sustainability.
- Cross-team alignment with Myntra category managers accelerated execution speed and competitive advantage during peak cycles.
Blackberrys’ Myntra performance scaled successfully through structured ad spends allocation, SKU-level visibility management, and conversion-first optimization, resulting in profitable growth at speed.