Veena Gandhi

Digital Street Australia

After having spent over 10 years with global advertising & research giants (read Leo Burnett, McCann, A.C Nielsen, Ipsos) on multi-million dollar brands (Hewlett Packard, Minute Maid Juices, Indian Premier League, Estee Lauder... does this list get any better!), I know exactly the demands of brands and the pains of an agency. Plus embarking off on  two diverse entrepreneurial ventures (E-Com and education related), in the Middle East, I started with Digital Street AU. At Digital Street AU, my objective is to help eCommerce stores scale with digital solutions in the space of Facebook Ads and Google Ads Network (AdWords, Display Network, YouTube). It's not easy to run an eCommerce store and manage your digital marketing as well and with my experience and expertise I help agencies just do that. So if you are a business, looking to scale but don't have time or marketing expertise feel free to get in touch. Based in the cultural capital of Australia, Melbourne, Digital Street AU services clients globally

Growth Marketer Data Driven Strategist eCommerce Agency Owner 

Inspiring Rare Birds

Mentoring e-Commerce businesses scale with digital marketing- with emphasis on website conversions, Facebook & Google Ads

Mentor

AC Nielsen & IPSOS

Delivered market research reports & analyses for global studies, with particular care on cultural & linguistic nuances for research companies & clients. These projects typically involve ethnographic explorations, insight mining, white space analyses, concept studies etc.  Some of the projects worked on:

a)	Understanding Beauty perception amongst with special reference to skin whitening products. Client Estee Lauder. Region Saudi Arabia & Kuwait

b)	comprehensive Brand Health Survey (BHS) for brand Yardley. Region: Middle East


c)	Brand Acceptance of Almarai in Jordan in fresh dairy category

d)	Interpret Vodafaone Brand personality Region: Qatar

Projects with IPSOS, MENA

a) Managing local, regional and global market research projects in brand research, segmentation, concept, product and communication (including ads) testing with main focus on FMCG and tobacco.

Freelance Qualitative Researcher

Leo Burnett

Brands Managed: 
Coca Cola Juices: Maaza, Minute Maid - Pulpy Orange and Nimbu Fresh
GMR Sports (IPL Team Delhi Daredevils)

• Launched Minute Maid Pulpy Orange in 2007 and Minute Maid Nimbu Fresh in 2010 - Key Member of strategic development team; directed creative development of the launch campaign. Received the Creative & Marketing Excellence Award from Coca Cola HQ 
• Also partnered with various agencies (media, outdoor, visual merchandising & digital) and spearheaded these agencies during the launch
• Maaza: Understanding, analyzing & providing strategic & communication solutions for brand Maaza
• Also involved in celebrity management  from negotiating his fee to drawing up his contract
• GMR Sports (Delhi Daredevils): Launched this IPL team with strategic contributions from name development to communication for first 3 seasons
• Work on pitches regularly, have won new businesses for the agency

Brand Director

FCB Ulka

Brands Managed: 
Naukri.com, Jeevansathi.com and 99acres.com
Godfrey Philips India - Cavanders and North Pole
Dabur Juices - Coolers 

• Part of the team that developed award winning campaigns for Naukri.com (Hari Sadu) and Jeevansathi.com
• Managed dark media advertising (for Godfrey Philips’ tobacco brands) - implemented multiple successful promotions for GPI across India

Account Supervisor

McCann Erickson

Brands Managed: 
LG: Corporate and Washing machines 
New Business Pitches

Founder & CEO Digital Street AU. eCommerce Growth Agency.💰Profitably Scaling D2C Brands in the US, UK, AU, EMEA with Conversion-led Strategies. Driven by Creative.

Currently providing growth marketing consulting services and mentorship to growing and established eCommerce brands. I’ve helped over 200 eCommerce stores to be profitable.
A few of my current and past brands I've worked with include:

- Elizabeth Arden
- Jurlique
- Studio 10
- Beauty Stat
- Young Blood Cosmetics
- Neutrogena
- Rode Microphones
- ClassPass
- Divine Goddess
- The Coca-Cola Company
- SwiftPoint
- Hewlett Packard
- LG Electronics

Here are a few other things I've accomplished:

-Successfully worked on more than 200+ eCommerce stores
-Generated more than $150 Million in revenue from Meta ads
-Generated more than $100Million in revenue from Google ads
-Work featured in Digital Marketer
-Mentored 25 eCommerce businesses
-Help agencies upskill in Meta, Google & Tiktok ads


You can reach me via email: hello@digitalstreetau.com


We:
- Create offers
- Plan campaigns
- Create creative
- Generate UGC (User-generated-content)
- Get & edit content (with world-class creative strategists)
- Build top-performing landing pages
- Whitelist influencer ad accounts
- Run Post-purchase Surveys
- Run all that as ads.


Subscribe to our YouTube channel https://youtube.com/@digitalstreetau1202

Facebook ads and Google Ads training also provided to marketers, advertising agencies, corporates, small businesses.

After having spent over 10 years with global advertising & research giants (read Leo Burnett, McCann, A.C Nielsen, Ipsos) on multi-million dollar brands (Hewlett Packard, Minute Maid Juices, Indian Premier League, Estee Lauder... does this list get any better!), I know exactly the demands of brands and the pains of an agency. Plus embarking off on  two diverse entrepreneurial ventures (E-Com and education related), in the Middle East, I started with Digital Street AU. At Digital Street AU, my objective is to help eCommerce stores scale with digital solutions in the space of Facebook Ads and Google Ads Network (AdWords, Display Network, YouTube). It's not easy to run an eCommerce store and manage your digital marketing as well and with my experience and expertise I help agencies just do that. So if you are a business, looking to scale but don't have time or marketing expertise feel free to get in touch. Based in the cultural capital of Australia, Melbourne, Digital Street AU services clients globally 

Repeat after me
Meta ads are not a magic bullet.

They can’t solve:

- a business problem 
- a bad product 
- poor customer service/ experience 

Ads only work when the above is taken care of.

Next time agencies please stop 🛑 talking about guarantees, ROAS.

Instead focus on real talk-

- product
- customers

Brands, CMOs please stop asking for case studies based on ROAS.

Instead deep dive into:

-MER
-CAC
-Profitability

Veena Gandhi 🔥

#Meta finally realised we can't always target 'all genders' in an Advantage+ Shopping campaign.
New updates rolled out: 
i) Now we can choose gender
ii) Interests also available

Does this imply:

- Interest based targeting is back🤔 

Stay tuned!

I audited a Meta ad account spending $25K/day
Using my 3-step framework: ACC
A=Account Structure
C=Creative 
C=Conversion

Diving into the account: 

1. A=Account structure:
- Running 10s of campaigns 
- Still Testing 100s of audiences
- Not going broad
- Not testing enough creative (because they lack a creative testing framework)

What I recommend?

Simplified account structure
4 campaigns
a) Campaign:1 for audience testing
b) Campaign: 2 for scaling
c) Advantage + Shopping
4) Dynamic Creative Campaign 

2. ‘C’=Creative Audit
- No creative testing framework
- Not testing enough angles
- Not testing different formats: statics, carousels, DPA, UGC
- Not using post-ids
- No whitelist ads

3. ‘C’=Conversions
- Audit the landing page
- Driving traffic to homepage and not custom landing pages

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If your ad account looks like above. DM for a FREE audit.

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I am Veena Gandhi 🔥 Gandhi

💓I help eCommerce brands scale profitably and consistently to $200K+ months through proven strategies and frameworks.

🤑 Scaled 200+ eCommerce stores

🚀I am on a mission to help Fashion, Beauty & Lifestyle DTC Brands Ship A 100 Million Life Changing Products By 2030

In Q1, I made $1.72 Million with static Meta ads
Here are the 10 themes I used (steal these for your D2C brand in Q2).

- The Headliner ad
- The Benefit call-out ad
- The Listicle ad
- The Us Vs Them ad
- The Before/After ad
- The TikTok sticker overlay ad
- The Review ad
- The Press style ad
- The sale/promotion ad
- The Ingredients break-down ad

Want to grab a template of these ads?

Follow me and comment “Themes” and I’ll send over the template.

Must be connected.

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I am Veena Gandhi

💓I help eCommerce brands scale profitably and consistently to 7 & 8 figure months through proven strategies and frameworks.

🤑 Scaled 200+ eCommerce stores

🚀I am on a mission to help Fashion, Beauty & Lifestyle DTC Brands Ship A 100 Million Life Changing Products By 2030

Hooks make or break an ad.

Scroll-stopping hooks = Better Engagement = Better conversions
We’ve spent $250K+ in Q1 on client creatives.
We put together 75 of our highest-performing hooks.

Hooks across 7 categories:

- Pets
- Hair
- Beauty
- Fashion
- Lifestyle
- Jewellery
- Furnishings

Want them for free?

Like this post.
Comment ‘HOOKS’.
And I’ll send you a copy.

P.S: Must be connected

I had a great opportunity today.

I spoke on Meta ads creative that convert-end to end process at Australia’s #1 Marketing conference Digital Marketers Australia to a full house.

Thank you Stephen Esketzis for the opportunity and creating such an awesome event where you get to interact with Australia’s leading marketers.

A huge thank you to the BEST audience who attended the session.

P.S: Audience participation was 100/100.

This one campaign type has helped me reduce CAC (Customer Acquisition Cost) for a fashion brand by 22% in 10 days.

Yet most DTC brands are sleeping on this campaign type.

🥁 Dynamic Creative Campaigns. (DCC)

Advantages of DCC:

➡Allows you to automatically create personalised creative variations for each person who views your ad, with results that are scalable.
➡Saves time
➡Easy to scale

How are we setting up DCC?

For a fashion brand that sells dresses, tops, pants etc:

Step:1 Created a different Dynamic Creative Campaign for each category

Step:2 Adset one has 5 videos, 3 Primary text options, 2 headline options and 2 description options

Step:3 Adset two has 5 images, 3 Primary text options, 2 headline options and 2 description options

Repeat for other categories.

Things to consider:

1. Asset quality over quantity

2. Don't run images and videos in the same adset

3. Keep headlines short, crisp and clear

4. Look for engagement when evaluating results

5. Look for best combinations (text, video/image)

6. Don't touch campaigns for a week

------------------------------------------------------------------
Have you tested this campaign type?

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I am Veena Gandhi 🔥 
💓I help eCommerce brands scale profitably and consistently to 7 & 8+ figure months through proven strategies and frameworks.

🤑 Scaled 200+ eCommerce stores

🚀I am on a mission to help DTC brands achieve growth profitably

🤑I talk profit not revenue

Click my name & follow + 🔔

99% agencies focus only on:

❌ROAS
❌ Performance Marketing
❌Targeting

All this was great during COVID when shopping behaviour was so very different from what it is now. 

With inflation, unpredictable algorithms, changing consumer behaviour, most D2C brands are leaking profit.

Make sure you and  your agency are talking about:

✔️Contribution margin
✔️CAC
✔️ LTV
✔️OPEX
✔️MER
✔️Profitability
✔️P&L
✔️Brand Performance
✔️Global expansion

In the same breath, I'll add most agencies don't talk about these because they don't have the knowledge. 

Choose who your partner with wisely as ROAS alone can't sustain or grow your business.

The only 4 questions I ask DTC brand owners/CMOs in a discovery call.

These help me predict the brand’s growth.

1. ‘What is your creative strategy?

A non-performing brand wings this
They have a couple of videos and graphics churned by an intern.

A serious brand invests in creative strategy.
They have a creative testing framework.

A super serious brand invests in whitelisting ads too.
They understand the need of UGC and influencers and have processes to generate content.

2. ‘How are you going to track in a cookie-less world?’

Tells me how serious are they about attribution and knowing how to maximize platforms post June ‘24 (when Google fully implements a cookieless world)

Low-performing stores are still stuck in the world of iOS14 days.
This causes stress, inaccurate information, and, in the end, their performance suffers.

Serious brands don’t just rely on dashboard metrics.
They invest in third-party tools like Triple Whale 

Super- serious brands have started implementing
Consent Mode
Enhanced Conversions
Server-Side Tracking

They realise accurate data helps in making informed decisions.
Remember what can’t be tracked, can’t be measured.

3. ‘Are you using custom landing pages?’

Tells me they understand the significance of offer creation and conversion rate optimization.

Low-performing eCommerce stores drive traffic either to their website or product pages. 
Missing out on huge opportunities.

Serious eCommerce stores are continuously creating and testing landing pages.
They have a formula to do so.

Super serious brands go a step further. 
They embed UGC into their landing pages too.

4. ‘What strategies are you using to reduce Customer Acquisition Cost (CAC)?

This helps in identifying potential profit opportunities.
Average brands are still looking only at ways to increase Return on ad spend (ROAS)
This is holding them back from being profitable.

Profitable stores look at acquiring new customers at a reduced cost.

✔Some strategies they follow:
✔Prioritising organic content marketing
✔Focus on Average order value
✔Focus on Life-time value
✔Focus on customer retention programs

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TL;DR

-What is your creative strategy?
-How are you tracking in a cookie-less world?
-Are you creating custom landing pages?
-How are you reducing CAC?
—---------------------------------------------------------------------------------
What’s your brand’s score? Let me know in the comments below 👇 
Not sure! DM for a discovery call.
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I am Veena Gandhi 🔥 Gandhi

💓I help eCommerce brands scale profitably and consistently to $200K+ months through proven strategies and frameworks.

🤑 Scaled 200+ eCommerce stores

🚀I am on a mission to help Fashion, Beauty & Lifestyle DTC Brands Ship A 100 Million Life Changing Products By 2030

The trend before iOS14 update- agencies promising ROAS

The trend now- agencies pulling each other down

Every second ad by agencies pushing their services starts with, ‘if you have been burnt by an agency..’
Continues to show what a great agency they are.

And then my agency audits the self-proclaimed #1 agency’s ad accounts and is left flabbergasted.😮 

To all the agencies saying they are  #1 it’s time they started showing through client testimonials and genuine case-studies. 

No agency has a 10/10 record.

Accept that.

Show how you help improve results rather than how you’re pretending to be better.

What say agency owners?

[Unpopular opinion]: Spying on your competition's marketing is bad advice. But I keep hearing it, over and over again. Even Meta, Google and Tiktok have started to drink this cool-aide through their respective ad libraries.

The biggest pitfall of doing this is looking like your competition.
Brand Directors, CMOs, CEOs take too much time studying their competition.
Result: similar looking website, similar looking ads, similar kind of loyalty programs.

Instead, they should invest that time and effort into studying, researching their customers.
If a brand wants to truly stand out and expect it’s customers to pay a premium then focus on the one thing that matters: AUDIENCES.

E.L.F. BEAUTY is a great example of this.
In a highly cluttered world of skincare where pretty pictures dominate the landscape, they managed to stand-out and yet be relevant.

Why?

Because they took time to understand the psychographics of their audiences.
They dared to be different.

Don't be a lookalike. Be an original. 

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I am Veena Gandhi 🔥 

💓I help eCommerce brands scale profitably and consistently to $200K+ months through proven strategies and frameworks.

🤑 Scaled 200+ eCommerce stores

🚀I am on a mission to help Fashion, Beauty & Lifestyle DTC Brands Ship A 100 Million Life Changing Products By 2030

This ONE strategy helped us bring down CAC (customer acquisition cost) by 29% in 10 days.

Yet most DTC brands are sleeping on this.

It’s so simple it feels dumb.

3rd party pages

→ Create a FB & IG page that’s similar to your category
→ Seed the pages with content that exists on your main page
→ Run the ads through these 3rd party pages

Best your brand owns these pages.

These are free to create.

Thank me later 🙂

The #1 mistake brands make when expanding globally.

Ignoring cultural nuances.

In the last 1 year, I’ve helped 8 brands scale internationally.

These were the top three mistakes they were making:

#1 Treating the new International market as their domestic market

#2 Because of #1. They start spending extravagantly without testing small

#3 No audience research

Remember, when you are starting off globally, you are starting from scratch.

You need to start:

Testing audiences
Collect Data
Build from that data and knowledge
Only then will you be able to conquer newer markets

One size does not fit all, has never been truer.

McDonald's is a great example of 'going local' when they launch in any new market they introduce couple local items in that market.

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Looking to go global? Don't know where to start or how to scale? 

Send a DM to know how we can help.

Scaling niched D2C products is a challenge - here's a full breakdown of how we grew SwiftPoint by 1210% in less than 6 months.

SwiftPoint Case Study

D2C Growth Case Study Alert! 🔔 

Swiftpoint increased new customer revenue by 1210% while scaling their ad spend 326%.

Last August, our team at Digital Street Australia began helping SwiftPoint with one goal in mind — scale without throwing more money at acquisition costs.

Here's how we did it:

1. CHALLENGES WITH THE BRAND

➡Repeat customer value is next to negligible for this brand Upsells and crossells aren’t as robust as we typically find in an ecommerce brand 

➡LTV because of the longevity of the product is = to the price of the product

2. We tailored our approach around niched products with higher average order value

➡SwiftPoint’s travel ergonomic mouse, ProPoint, was our hero product.

➡ It required a deeper understanding of CAC.

➡Growth meant covering OPEX and enhancing contribution margin, while monitoring intentional increases in CAC.

3. Creative strategy was the bedrock of our Meta strategy

We started by testing the following 10 concepts: (as we don’t believe in a spray and pray strategy)

➡Founders ad
➡Listicle ad 
➡Feature/benefit
➡Us vs Them 
➡Review ads 
➡Press Feature ad 
➡Before & After 
➡UGC style hitting at the painpoints

We set up ASC structured with cost controls , then pushed ad spend based on our forecast and unit economics.

Dynamic Creative Campaigns were used to test ad creative.

4. We grew the ad account

Here are the results from August 2023 to March 2024:

➡SwiftPoint achieved 1210% increase in revenue in less than 6 months 
➡Conversion rate grew by 126%
➡New customers grew by 1200%
➡Stock sold out!

Thanks again to SwiftPoint for being a great team to work with!

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