Background
Two Brothers Organic Farms is a farmer-led initiative founded by brothers Satyajit and Ajinkya, dedicated to regenerative and organic farming. With a mission to preserve soil health and promote sustainable agriculture, the brand delivers farm-fresh, chemical-free products, including traditional ghee, natural sweeteners, and stone-ground flours. Rooted in ethical practices and community-driven initiatives, they aim to empower farmers while catering to health-conscious consumers.
Challenge Faced
Two Brothers Organic Farms, an innovative and healthy brand in the Food & Beverages sector, focused its marketing efforts on branding campaigns. While their broad-reach strategies, optimized for the lowest possible CPMs, generated substantial visibility, they faced a challenge in ensuring this visibility translated into deeper brand engagement. To refine their targeting approach and make their branding efforts more impactful, they sought Xpert’s assistance.
Audience Strategy Undertaken
To address this challenge, Xpert leveraged its data-driven audience segmentation by shifting the focus from 200M general-interest users to a more refined audience of 50M potential buyers, further concentrating on the 5M actively in-market to purchase. Xpert prioritized ad spends on audiences with a history of purchasing complementary products such as healthy snacks, kitchenware, condiments, and spices. Their analysis identified key buyer personas as health-conscious homemakers who are cooking enthusiasts and eco-conscious consumers. By increasing frequency among relevant buyers, Xpert ensured that branding campaigns drove stronger recall and meaningful engagement.
Results Achieved
Over a three-month period, the refined targeting approach delivered substantial improvements. Incremental sales growth was observed across all channels, while CACs for performance ads were significantly reduced. ROI improved within the existing budget, and branding campaigns became more efficient by eliminating non-serious buyers and focusing impressions on high-intent audiences.
.png)
Inferences & Insights
Broad-reach campaigns optimized for low CPMs do not necessarily translate to higher conversions. Even with higher CPMs, brands can achieve better results and conversions—the goal is not to reach as many people as possible but to engage the right audience with intent and purchasing power. By refining their targeting strategy with Xpert, Two Brothers Organic Farms successfully aligned their branding efforts with high-intent buyers, transforming awareness into tangible business growth.