Executive Summary

Achieved a ₹0.31 Cost Per Click (CPC) and 314 unique user acquisitions on a strict ₹100 budget by deploying hyper localized physical assets, outperforming parallel Meta Ad campaign efficiencies by 15x to 50x

<aside> 💡

• Objective: Drive mid funnel, high intent listeners to the ’Sabr’ album using hyper localized offline marketing in the creator’s college campus.
• Spend: ₹100 (30 b&w prints + tape)
• Results: 333 total scans, 314 unique users
• Cost Per Acquisition (CPA): ₹0.31 per listener </aside>

The Hypothesis

Digital ad fatigue is real. I predicted that high context, physical clickbait would bypass digital friction, yielding higher intent streams at a fraction of standard digital CPCs

The Execution

Taps into shared student anxiety during exam season, positioning the creator as a relatable peer rather than an advertiser

Weaponizes localized curiosity and FOMO. It forces the scanner to listen to find out who the song is about.

*Contextual copy designed specifically to exploit campus culture and curiosity

*Placed the posters at high footfall spots in the college campus

The Data

QR Code Data

Meta Ads Data

Key Insights

• Conversion Efficiency: The physical posters achieved an unprecedented ₹0.31 CPC.
• Intent Quality: Unlike a low friction tap on an Instagram Story, a physical QR scan requires the user to stop, pull out their phone, focus their camera, and click a link. This high friction action ensures zero accidental clicks, delivering 100% high intent traffic.

Qualitative ROI : Virality & Brand Equity