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How we made the Big Billion Sale big for ASICS, Generating 9-Figure revenue

About the Client

Background

The Big Billion Days (BBD) Sale is one of India’s biggest e-commerce events, and this year, it was perfectly timed—a month before Diwali. Flipkart was already creating a buzz with massive promotions & the market sentiment was clear: people were ready to shop big. We saw this as a golden opportunity to position ASICS as the go-to brand for premium running shoes.

Objective

Maximize revenue while achieving an ROI above 30.

Challenge

Flipkart's attribution often takes longer, making it challenging to scale campaigns effectively.
ASICS operates in a saturated running shoe segment with pricing competition from global brands like Nike and Puma making pricing and visibility critical to success.

Our Approach

With 3 days to go before the sale went live, we knew conversions wouldn’t happen immediately. Shoppers were in the research phase, waiting for the sale to grab the best deals.
To ensure ASICS stayed top-of-mind, we launched banner ads targeting: Generic keywords like "best running shoes" “gym shoes” Competitor keywords like "Nike running shoes" and "Puma sneakers."
Our goal was simple: get ASICS into their “wishlists” before the sale began.

The sale went live at midnight for Flipkart First Members. During the first 2–3 hours, we carefully observed campaign performance to establish benchmarks for: - CPCs (Cost-Per-Click) - Bid Efficiency - Keyword Performance
By the end of Day 1, we analyzed ad placements with key benchmarks to identify: - High-performing spots driving revenue and ROI - Underperforming areas that required budget reallocation
This real-time analysis allowed us to optimize quickly, shifting resources to maximize results.

As the sale opened to all shoppers, we focused on Keyword Refinement. Shifted budgets to top-performing keywords like “ASICS running shoes” and product specific “Nimbus series” while cutting high-spending, low- revenue terms.
When the sale opened to all, we aggressively scaled budgets, focusing on highlighting ASICS’ most popular products, like the Nimbus series, to attract serious runners.