Campus Activewear Drives 1593% Revenue Growth with Full Funnel Repositioning Strategy
Youth-Centric Footwear
www.campusshoes.com
The Challenge
Campus, a leading Indian footwear brand, faced a critical positioning challenge:
- Brand perception issue: Seen as affordable but not aspirational, limiting appeal among Gen Z and millennials
- Margin pressure: Rising costs pressured profitability
- Strategic need: Push to premiumize without losing volume
The Approach
Hector activated a full funnel Amazon Ads strategy to shift perception and drive high-value sales:
Top Funnel
- Brand films on DSP and OTT (MX Player), targeting fashion-forward audiences with culturally resonant storytelling
Mid Funnel
- Sponsored Brand Video and Display ads to showcase design and comfort
- Revamped A+ content to deepen product storytelling
Bottom Funnel
- Dominated high-intent search terms
- Used AMC audiences like "Add to Cart but Not Purchased" for precise DSP retargeting
The Result
- 60% TAM reach, 90% video completion
- 1123% jump in Glance Views, 1044% organic lift
- 1593% increase in new product revenue
- Premium SKUs (₹1100+) grew from 2% to 36% of sales
"This campaign was a turning point for us. The full funnel strategy helped us tell the right stories to the right audience at the right time. With Amazon DSP and Sponsored Video, we built strong top-of-mind awareness and used real-time insights to double down on what worked. Our new lines went from niche to major contributors, climbing BSR rankings week after week. It wasn't just about ads. It was about building sustained momentum."
1593%
New Product Revenue Growth
1123%
Jump in Glance Views
36%
Premium SKUs Share
Primary Objective:
Brand Premiumization & Repositioning
Featured Amazon Product:
Amazon DSP Full Funnel Strategy
