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How Digidarts Grew ASICS D2C Revenue by 44% in a Single Month

About the Campaign

Background

ASICS India’s D2C business entered July 2026 under significant competitive pressure. Major fashion and footwear marketplace sales were active across 24 of 31 days, creating a prolonged promotional environment and giving consumers strong incentives to purchase through marketplaces instead of ASICS' own D2C channel.

At the same time, advertising costs increased sharply, with Meta CPMs rising 28%, Google Performance Max CPCs rising 27%, and Google Search CPCs increasing 13% versus the May pre-sale baseline.

Digidarts responded by restructuring the EOSS campaign around audience precision, product relevance, funnel coverage, and competitive timing rather than relying purely on deeper discounts.

Objective

Key campaign objectives:

Grow ASICS D2C revenue meaningfully despite rising media costs.
Maintain acquisition efficiency during a highly competitive marketplace sale environment.
Improve campaign performance through stronger audience and product segmentation.
Build full-funnel demand instead of relying only on bottom-funnel sale advertising.
Maximize sales from the EOSS campaign through smarter product, audience, and geographic targeting.

Our Approach

Rebuilt PRUN, SPS and CPS Performance Max campaigns around High-AOV vs. Low-AOV audiences instead of flat discount tiers, allowing creatives and bidding strategies to align with shoppers' actual spending behaviour.

Built a layered Google structure combining Search Sale campaigns targeting generic and sale-intent keywords with Demand Gen campaigns focused on awareness and consideration.

The Search Sale campaign achieved a 14.6% CTR, creating a stronger bridge between awareness and conversion.

Created dedicated Performance Max campaigns for flagship products including NOVABLAST 5, GEL-KAYANO 32, GT-2000 14 and GEL-NIMBUS 27.

Category-level asset groups for Gym, Tennis and Cricket expanded reach beyond conventional brand and product searches.

Used an EOSS overview video for top-of-funnel awareness before moving consumers toward conversion-led static and catalogue creatives.

Meta delivery was initially concentrated between 12 PM–6 PM to align with peak session hours before being expanded to full-day delivery. The discount-led static and catalogue push became the highest-converting push of the month.

Expanded the sale assortment by introducing products that had not previously been discounted, identified top-selling locations for individual products, and organized catalogue sets by price range so different audience segments saw products aligned with their spending levels.

The strategy was sequenced against the marketplace calendar.

During Amazon Prime Day and Flipkart GOAT Sale, Digidarts prioritized high-intent demand and early-funnel awareness. During Myntra's sale windows, AOV-based segmentation became the core response, while the extended AJIO sale period was met with sustained full-day delivery and broader category coverage.

Creative strategy focused on giving consumers reasons to buy from ASICS beyond price, including product performance, occasion-led messaging, newness, exclusivity and relevant product assortments.

Hero products were positioned around cushioning, stability and performance, while Gym, Tennis and Cricket creatives created occasion-specific relevance. GEL-KAYANO 33 was positioned around newness and exclusivity during the Myntra Monsoon Sale period.

Results & Impact

📈 44%

D2C Revenue increased by 44% MoM

🛒 50%

Meta Purchases increased by 50%

📦 44%

Quantity Sold increased by 44%

👥 28%

Total Users increased by 28%

🌐 31%

Sessions increased by 31%

📊 +28%

Revenue growth was achieved despite Meta CPMs increasing 28%

⚡ 13–27%

Google CPCs increased by 13–27%

🗓️ 24/31 Days

Five major marketplace sale events kept competitive promotions live across 24 of 31 days in July

Bottom Line

This wasn't about simply increasing media spend to compete with marketplaces.

It was about turning a cost and competition problem into a segmentation and strategy problem.

By combining AOV-based targeting, full-funnel activation, product-level campaigns, competitive timing and differentiated creative, Digidarts helped ASICS D2C grow faster than the cost of reaching its audience.