Wings Lifestyle, a fast-growing tech brand in India, had strong marketplace presence but lacked a scalable DTC strategy. With its youthful vibe and feature-packed products, it needed a powerful growth engine to lead the category.
Wings Lifestyle
Industry
Lifestyle Tech
Founded
2021
Key Markets
India
Headquarters
India
Growth Stage
Enterprise
Website
www.wingslifestyle.in
Challenges
Building DTC Revenue Stream as Marketplace Sales Saturated
Wings Lifestyle faced the challenge of standing out in the highly competitive earbuds market, where top brands were already offering similar features, designs, and quality at affordable prices. To scale growth, they needed to expand their focus beyond earbuds and establish a strong presence in other audio categories.
Additionally, reaching the perfect audience on different platforms required precise targeting, optimized creatives, and strategic ad placements to differentiate Wings from competitors and drive higher engagement and conversions.
No Independent D2C Ecosystem
Zero Traffic & Conversion Funnel
No Performance Marketing Foundation
Hyper-Competitive Audio Category
Need to Build from Scratch & Out-Market Competitors
Solutions
D2C Infrastructure & Funnel Creation
We began by mapping the end-to-end funnel — from awareness to purchase — aligning it with Wings’ core value propositions like affordability, gaming features, low-latency performance, and trendy design. We then built ad campaigns, landing flows, and pixel structures to support seamless tracking and performance optimization.
Brand-Led Conversion Campaigns
Our creative approach was brand-first and conversion-driven. Instead of selling features alone, we highlighted aspirational benefits like “Gaming Without Lag,” “Style That Speaks,” and “Made for the Youth.” This helped capture attention and reduce drop-offs across the funnel. Ads were structured across DABA (Dynamic Ads for Broad Audiences), DPA (Dynamic Product Ads), and non-DPA formats.
Test-Learn-Optimize-Scale Approach
We Continuously tested different ad creatives, formats, and messaging to identify what resonates best with the audience. Moreover, we optimized campaigns based on real-time performance data, ensuring maximum efficiency. Based on this, we scaled successful strategies to expand reach, increase sales, and maximize return on ad spend (ROAS).
Full-Funnel Performance Strategy
We implemented a structured full-funnel marketing system:
Top Funnel: Introduced the brand via bold, high-impact videos and reels targeting interest-based and lookalike audiences.
Mid Funnel: Engaged users with carousel creatives, testimonials, and retargeting videos explaining product USPs.
Bottom Funnel: Retargeted users with dynamic product ads, urgency-driven messaging, and offer-based creatives.
This funnel architecture was actively optimized every week based on engagement signals, CTRs, and conversion heatmaps.
Precision Targeting Across Meta & Google
Audience segmentation played a pivotal role. We built interest clusters (e.g., gamers, fitness lovers), used lookalike modeling from CRM and pixel data, and implemented behavioral retargeting across cart abandoners, product viewers, and checkout initiators. On Google, we layered intent keywords with custom audiences for sharper conversion targeting.
Data-Driven Scaling & Optimization
We followed a rigorous Test–Learn–Optimize–Scale approach. Every creative, copy, and audience segment was tested in isolation and scaled only after proving efficiency. Campaign budgets were dynamically shifted toward top-performing ad sets and categories like Gaming Earbuds, which showed higher ROAS and stronger user engagement.
Ad Creative Formats That Performed
DABA Ads – For acquiring new users at scale with bold storytelling.
DPA Ads – For high-intent retargeting and upselling.
Reels & Video Ads – Built for both TOF awareness and retargeting engagement.
Product-Led Static Ads – Focused on offers, tech features, and FOMO.
Performance-First Launch Strategy
We built Wings Lifestyle’s D2C journey from the ground up with a performance-focused strategy. Starting from zero, we set up ad tracking, installed pixels, and launched brand-led campaigns that moved users from discovery to conversion—driving sales from day one.
Creative-Led Full Funnel Execution
From thumb-stopping reels to dynamic product carousels, our creatives were crafted to engage across the funnel. Whether it was introducing gaming-grade earbuds or retargeting cart abandoners, each creative was data-backed and conversion-optimized.
Data-Driven Optimization & Scaling
We analyzed every touchpoint—ad formats, audience behavior, funnel drop-offs—to reallocate budgets and scale winning assets. This test-learn-optimize-scale approach helped Wings hit 4.42 ROAS, cross ₹20L+ in monthly revenue, and increase CTR by 138%.
Keyword, Pricing & Competitor Analysis
We conducted thorough keyword research to identify relevant keywords that potential customers were searching for. We used tools like Amazon’s tool Helium10 to find the best keywords for our products.
Pricing Analysis involves evaluating the pricing strategy of a brand’s products to ensure competitiveness, profitability, and alignment with market trends.
Results
Wings Lifestyle X ThinkWhy
Wings Lifestyle went from zero to ₹20L+/month in D2C revenue in record time—all while sustaining profitability and outpacing competitors in the youth wearable audio segment. The brand now owns a high-converting D2C funnel that runs on performance data, creative velocity, and constant optimization.
4.4X
Average ROAS While Scaling
3.8X
Sales Increase via Paid Social
138%
Jump in Click-through Rates
58%
Increase in Conversion Rates