Project Overview
Spania Paints is a D2C paint brand in India offering premium-quality paints at affordable prices. Despite having a strong product, the brand struggled to attract direct leads due to traditional buying behavior.
Challenge
Low direct leads from end consumers due to painter-led recommendations
High cost per lead (₹45–₹55) and low conversion rates
Lack of trust among homeowners unfamiliar with the brand
Need to establish brand credibility in a painter-dominated market
Strategy
Partnered with influencer
Focused on Instagram and Facebook for visual storytelling and tutorials
Created a content bank featuring application videos, customer testimonials, and home makeover stories
Introduced a gift strategy post-painting to build trust, goodwill, and word of mouth buzz
Result
The campaign exceeded expectations:
- Cost Per Lead (CPL) reduced by 60%, from ₹45–₹55 to ₹18–₹22
- Conversion Rate increased by 24%
- Influencer content generated 47% higher engagement than branded posts
- The gift strategy boosted directed inquiries, accelerating lead flow.
- Leads from influencers converted 28% better than cold traffic