Growth Marketing
CAFU: Full-Funnel Growth Marketing
A cross-channel growth case study spanning performance marketing, CRM, funnel optimisation, and brand activations. The goal was to reduce dependency on paid spend without sacrificing growth. The result was more acquisitions, lower costs, and a retention engine built to last.
Year :
2023
Industry :
Mobility
Client :
CAFU
Project Duration :
8 months
Problem:
CAFU's early growth was built on paid media. It worked, but it was expensive and fragile. Acquisition costs were high, the channel mix was narrow, and retention wasn't being worked systematically. Scaling further meant either increasing budget or fundamentally rethinking how growth was generated across the full funnel. We needed to prove the latter was possible.
Solution :
We rebuilt the growth engine across three tracks simultaneously. On performance, we diversified into new paid channels while optimizing campaigns for efficiency over volume. On retention, we rebuilt user segmentation in CleverTap and automated reactivation journeys to turn churned users back into active customers, alongside redesigning promotion mechanics to reward high-value behavior rather than one-off transactions. On owned channels, we overhauled CRM infrastructure, built a logic-based segmentation framework, and launched WhatsApp to reduce paid dependency. We also led the growth marketing activation for CAFU's newly launched Rewards program, driving early adoption across fuel and bolt verticals through CRM and digital. Four outdoor brand partnerships ran in parallel to maintain brand presence while performance spend came down.
Challenge:
Cutting paid spend significantly while growing acquisitions meant every decision carried real risk. At the same time, we were rebuilding retention infrastructure, launching new owned channels, running live brand activations, and optimising an active acquisition funnel, all within the same quarter. The margin for error was narrow, and the reporting cycle gave us limited room to course-correct mid-flight.
Results:
Cost per acquisition fell 66% while new user acquisitions grew 28% year-over-year, achieved on less than half the prior paid budget. Funnel conversion improved across every stage: sign-up-to-install rose from 60% to 76%, and activation rate climbed from 21% to 24%. MoM revenue retention grew over 75% through rebuilt segmentation and automated reactivation journeys. The Rewards programme drove thousands of incremental orders in its first quarter live. The WhatsApp channel generated meaningful order volume from day one. Across acquisition, retention, and reactivation, our CRM operation scaled to over 70,000 users, with a segmentation engine built to compound well beyond Q1.
