Problem

The agency faced two major challenges:

Paid Performance Bottleneck:

Their client campaigns weren’t scaling profitably.

Heavy dependency on paid ads, with limited results.

Influencer collaborations weren’t structured → hit-or-miss outcomes.

Organic Content Gap:

The agency lacked a clear system for organic growth.

Their content team struggled with consistency, hooks, and formats.

Engagement on client socials was low, with no clear link to conversions.

The goal was to improve paid campaign ROI, while also building a sustainable organic engine for long-term growth.

Solution

I focused on a two-pronged approach:

1. Performance Campaign (Influencer-Driven Sales Engine)

Influencer Funnel Audit: Reviewed their existing influencer marketing process (no structure, random collaborations).

Selection Strategy: Identified Tier-2/Tier-3 micro-influencers with high trust + niche alignment.

Campaign Design: Built a single influencer reel campaign structured to feel organic, not like an ad.

Amplification: Used retargeting on Meta Ads to push the reel to warm + lookalike audiences.

👉 Psychology: Authentic voice > polished ad. Trust in local influencer > generic brand creatives.

2. Organic Content Growth (Training + System Setup)

Framework Training: Conducted workshops with their content team on:

Hook-first content design (to win attention in first 3s).

UGC-style storytelling (relatable, low-production, real).

Content repurposing workflows (turning 1 script into 3–5 formats).

Content Calendar: Built a Notion-based system for consistent posting.

Performance Loops: Trained them to monitor reach → replicate high-performing formats.

👉 Psychology: Content = compounding asset. Teaching team how to fish instead of just handing them fish.

Workflow

Discovery & Audit: Reviewed client campaigns + influencer strategy + content workflows.

Performance Execution: Picked right influencer, scripted reel with clear CTA, launched collab.

Scaling: Boosted reel with Meta ads (low spend, high organic traction).

Organic Training: Ran sessions with their team → gave SOPs for hooks, formats, and distribution.

Handover: Left the agency with a self-sustaining organic content system.

Tools Used

Instagram (influencer collab).

Meta Ads (retargeting amplification).

Notion (organic content calendar).

Impact

₹10L in sales from a single influencer reel → 10x ROAS.

Set new benchmark for influencer ROI in their vertical.

Organic content system delivered:

3x increase in weekly posting frequency.

Improved engagement rates on client accounts.

A trained content team with a repeatable workflow.

Reduced client dependency on ads alone → hybrid model of paid + organic growth.

Key Learnings

In Tier-2/Tier-3 markets, authentic micro-influencers outperform big names.

Organic systems compound — training teams on content creation has long-tail ROI.

Combining influencer trust + paid amplification creates the highest efficiency.