How Ting built a high-ROAS quick commerce engine for a premium hair care brand

Services

Quick Commerce

Client

Schwarzkopf (Henkel)

Sector

Consumer & Retail

Question

How did we transform Schwarzkopf's underperforming quick commerce campaigns into a consistent 10x ROAS machine?

Answer

By auditing existing accounts, rebuilding campaign structure by platform and category, overhauling keyword intent, and realigning every rupee of spend toward measurable outcomes.

Schwarzkopf, one of the world's most trusted premium hair care brands, wanted to strengthen its presence on India's leading quick commerce platforms — Blinkit, Instamart, Zepto, and BigBasket — and drive measurable sales growth across its Hair Colour and Styling portfolios. The goal was to improve ROAS, increase share of voice on high-intent searches, and build a scalable campaign infrastructure across a complex, multi-SKU portfolio.

Ting audited the existing accounts, identified structural inefficiencies, and rebuilt the campaign architecture from scratch. Hair Colour (Colour Specialist, Simply Colour, Root) and Styling (Taft, Got2B) were separated into dedicated structures per platform, generic keywords were replaced with high-intent search terms, and a full tracking layer tied every rupee of spend back to actual platform revenue.

The result: a consistent 10x average ROAS across all four platforms, with Zepto as the fastest-growing channel and Blinkit anchoring the highest revenue base. Smarter allocation and stronger keyword coverage made quick commerce a reliable, scalable growth engine for the brand.

Rebuilding quick commerce campaign architecture for a premium multi-platform, multi-SKU hair care portfolio

Fixing a fragmented campaign structure

We found a campaign account with no category-level separation, flat bids across all SKUs, and no attribution tracking — making it impossible to know what was converting. By rebuilding the architecture around platform behaviour and product category, we created a structured foundation that made every optimisation decision faster, clearer, and more impactful.

Driving intent and visibility on platform search

Generic keywords were costing the brand visibility where it mattered most. We built category-specific keyword frameworks for Hair Colour and Styling — targeting users with active purchase intent on each platform — and introduced a bid strategy that put the highest investment behind the SKUs with the strongest proven return.

Category leadership in quick commerce

Campaign restructuring by platform

Hair Colour and Styling were separated into dedicated campaign groups per platform, enabling precise bid control, clean attribution, and category-level performance visibility across all four QComm channels.

Intent-driven keyword strategy

Generic search terms were replaced with high-intent, brand-specific and category-level keywords — targeting users actively searching for hair colour or styling products on Blinkit, Zepto, Instamart, and BigBasket.

SKU-level bid optimisation

Bids were restructured around SKU-level performance data, with highest investment directed at top-converting products (Taft, Colour Specialist) and platforms showing consistent ROAS above benchmark.

Budget reallocation by ROAS performance

Flat budget distribution was replaced with a performance-tiered allocation model — channelling spend toward best-performing platforms and SKUs to maximise revenue output per rupee spent.