Meraki / Case Studies / Brand 02
A fragrance brand — +200% YoY in a flat category.
A doubling of the business in a flat category.
+200% YoY
12 months
2024 → 2025
Fragrance · SEA
Operating in one of the most crowded and creator-driven categories in SEA commerce. Product-market fit and an active audience, but hit a growth plateau. CAC was rising, content output inconsistent, and marketplace performance not scaling in line with brand awareness.
Three structural issues: content cadence below category leaders in both volume and format diversity. Marketplace storefronts underbuilt relative to brand awareness — creating a conversion gap. Creator partnerships ad hoc rather than systematic, so the brand paid for one-off content rather than building a flywheel.
Five disciplines.
One integrated motion.
Creator activation engine
Tiered roster, recurring briefing cadence, performance feedback loop.
Content factory
Weekly short-form output for TikTok and Shopee-native formats.
Marketplace overhaul
Relisting, calendar rebuild, voucher architecture, Mall-tier optimization.
Performance restructure
Media reorganized around contribution margin, not blended ROAS.
Fragrance-specific live commerce
Schedule and script tuned to category buying behavior.
What changed.
200% YoY growth — a doubling of the business — in a category where most competitors were flat or declining. Growth was operational, not promotional: margin held, repeat rate improved, and category livestream share expanded meaningfully.
"We thought we had a content problem. Meraki showed us we had a system problem."
— Founder — Fragrance Brand
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