ROI Driven Digital Marketing Agency in Bhopal


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About the Brand

The Urban Greens is a D2C brand involved in the indoor self watering plants business. A solely online company that is easing your journey of being a plant parent. You can get your greens delivered right to your home, office or garden in the best condition. They also help people with plant care instructions and guidance.

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Case Study Subject

Performance Marketing


Awareness and Sales


D2C Brand


TUG was creating a change in people’s buying behaviour. It had to deal with various challenges being in a market where they had to shift the buying behaviour of people from going to local nurseries to buying plants online. Initial start was difficult considering their price range was higher than the plants available locally. People believed that the plants would damage or die during the transportation. Along with this, they have to focus on reduced Return to Origin (RTO) to minimise the damage.


Taking an offline product online and reaching the right audience requires a strategic digital marketing approach. Our team started with extensive market research of their industry. This was done through A/B testing of different ad copy variations between different target audiences to figure out the right target audience.  Here’s the breakdown of our strategy:

  1. Shopify Integration: We initially built their website on shopify considering the user friendly interface. Also, it is flexible and easy to configure with any ad platform. The ad campaign started with a sales catalogue that can be directly connected to Meta ads. To ease the process and functionality for creating multiple ads. The connection between Shopify and Meta helped customers browse through all website products. This approach was good to start but was not a great one, therefore we moved onto. 
  2. Interest Based Targeting: Understanding the customer plant purchase journey was crucial for effective strategy planning. Creating distinguished categories for different plants (good luck plants, air purifying plants, low maintenance plants, home decor plants) targeting specific audience personas. Opting carousel ads format with high quality designs that targeted premiumness. We focused on a combination of interest, behaviour and demographic based targeting.

Entire range was divided into subcategories targeting the right audience for each category. Targeting categories like:

  • “Good luck plants” tapped into cultural beliefs, sparking initial interest for potential customers who might not have considered buying a plant online. 
  • “Air purifying plants” were targeted towards audiences in polluted Tier 1 cities, highlighting a practical benefit and addressing potential concerns about the health implications of their environment. 
  • “Low maintenance plants” were shown to demographics less likely to be experienced plant owners, easing consideration by addressing concerns about plant care.
  • “Home decor plants” were emphasised during festive seasons, aligning with increased purchase intent during these periods.

The approach did great, taking the sales number from a few thousands to Rs. 1 lakh + in just 10 days. This also included timely offers and discounts during the festive season. However, the Cost Per Acquisition (CPA) was still high with a Return on Ad Spend (ROAS) of 2.8.

  1. Combining past strategies: the final change in strategy was to increase ROAS and reduce CPA. for this our created combination/combos (multiple products) with subcategories. The strategy was an instant hit. Here is how it was planned: 

Identifying Indian consumer buying patterns such as their beliefs, necessity and will. Classifying plants in the good luck category captured people’s belief which grabbed attention. The air purifying category was successful in polluted cities as it was a necessity there. and the home decor range became popular during the festive season. People started buying combo plants as the cost per plant for them was less. This increased our Average Order Value (AOV), even though CPA was slightly higher we crossed ROAS to 4.1 and reduced logistics cost per order inturn increasing profits.


We helped the company reach an ROAS of 5.3 within 4-5 months with Rs. 10 lakhs plants sold in 3 months during Nov-Jan. Increase their AOV to Rs. 1450 per customer, reducing logistics cost as products were sent in bulk to a single location with people placing orders for minimum of Rs. 800

Reduced logistics cost with a higher AOV and ROAS increased their profitability ratio. Completing 1000+ orders in just 3 months

We were happy to serve TUG for awareness, interest based targeting, reaching the right buyers and increasing their sales graph, sustained growth in online sales, improved brand reputation, and customer retention.