Case Study: The Performance Marketing Partner That Scaled a Heritage Apparel Brand 2X on Myntra Profitably

Case Study: Strategies used by Being Human with AdYogi

Brand Context & Overview

Being Human Clothing is a premium casual wear brand with a strong national retail presence and robust brand equity. Known for its stylish casuals and social mission, the brand sought to maximize its digital footprints by aggressively scaling its marketplace presence on Myntra.

Prior to partnering with AdYogi, the brand struggled to maintain efficiency on marketplaces during high-competition sale windows. Budget allocation was flat, often spreading spend across hundreds of non-converting items while top performers were starved of budget. This created an ROI ceiling that prevented Being Human from realizing its true scale on third-party channels.

Campaign Performance & Scale Benchmarks

The Core Business Challenges

Scaling apparel on Myntra requires solving platform-specific algorithm and catalog bottlenecks simultaneously:

01 Scaling Spends while Maintaining CPC Efficiency

The primary challenge was to scale ad spends aggressively during the high-volume Myntra MBB (Myntra's Biggest Birthday) sale period (27th Feb - 15th March) without triggering a sharp rise in cost-per-click (CPC) rates.

02 Inventory Readiness for Aggressive Scale-Up

Maintaining stock depth during peak demand spikes was critical. Continuous inventory updates and stock prioritization were required to ensure top-selling sizes remained active, preventing traffic loss from sudden stock-outs.

03 Slow-Moving Inventory and Low Visibility

Myntra's default algorithm strongly favors style IDs with high stock on hand (SOH). Low-performing styles or styles with limited/broken sizes fell into a low-visibility cycle, preventing effective inventory movement and stock clearing.

04 Scaling Newly Introduced Women's Categories

Being Human is primarily recognized as a men-first casual apparel brand. Expanding into the highly competitive women's fashion space on Myntra required structured targeting, localized category campaigns, and aggressive discoverability efforts.

05 The "Winners Get Starved" Phenomenon

During peak marketplace campaigns, default settings spread ad budgets too thin across the entire catalog. Proven high-converting styles had to fight for spend alongside hundreds of underperforming variants, creating a flat ROI ceiling.

The Solutions & Scaling Playbook

01 Keyword-Led Category Scaling Strategy

Despite scaling spends by **~174% month-over-month** during the Myntra MBB sale period, CPC remained highly stable with a marginal increase of just 0.3%. Dedicated keyword-targeted campaigns were launched across top-performing categories first, utilizing search volume metrics and strategic match types before scaling out to broader segments.

02 Broken-Size Inventory Liquidation Campaigns

AdYogi built dedicated campaign architectures designed specifically to liquidate broken-size and low-depth inventory. This circumvented Myntra's native favoritism toward high-SOH styles, giving low-stock styles the visibility needed to clear warehouses efficiently.

03 Data-Led Budget Reallocation

Using PPM—AdYogi's internal product-performance analysis engine—the team identified low-discovery styles running at more than 2x the account's target Cost-Per-Order (CPO) and generating less than half the average ROAS. Budgets were instantly redirected toward the brand's top conversion winners, lifting overall ROI.

04 Women's Category Expansion Strategy

Dedicated automatic and keyword-targeted ad groups were structured around individual women's wear departments. This increased the share of women's clothing revenue on Myntra from **2.96% (Jan-Feb)** to **6.88% (Mar-Apr)**—effectively doubling the segment's revenue share.

Marketplace Optimization Comparison

Conclusion

Being Human Clothing’s omnichannel success on Myntra demonstrates that marketplace growth does not require sacrificing cost efficiency. By implementing keyword category scaling, targeting broken-size liquidation channels, and relying on data-driven product allocation, Being Human and AdYogi successfully established a scalable and highly profitable marketplace engine.

Scale Your Brand With AdYogi Across Channels

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