Report

Clear Skies Ahead: Mamaearth's 102% ROAS Through Weather-Targeted Marketing

DeltaX Free Intermediate India

A named, credible Indian D2C brand and its actual targeting choice, a useful real-world data point on when a narrower, context-based signal can still beat pure broad delivery.

  • Mamaearth built city-level, weather-triggered targeting (humidity, AQI, rainfall) across seven Indian cities rather than relying only on broad delivery.
  • The campaign is reported to have hit 102% of its targeted ROAS, with a 4.4-point uplift in ad recall.
  • A reminder that 'broad wins by default' is a starting point, not a rule: category-specific signals can still beat generic broad delivery when the product logic supports it.
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The question it answers

  1. Should I use detailed interest targeting or go broad with Advantage+?

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