Goodmylk controlled the non dairy market share in Bangalore and Mumbai, to an extent. They needed to penetrate into the tier 2 markets while continuing to bring in profitability from their primary markets Initially, when Social Tribe came into the account, the structure of the Facebook Ads and Google Ads accounts was not optimized. We completely changed the account structure and were able to drive the increase in ROAS immediately as our ROAS went up from 2 to 4. Once the IoS update hit, it hit the account quite hard and we had to focus more on creative and content communication. We did not bother with the lack of ROAS in the Facebook accounts as long as the store revenue continued to increase. We helped the brand strategize its UGC content and Emailer campaigns which helped increase overall store revenue.