Cutting CPM 30% while scaling media budget five times over
A category leader with roughly 80% market share, under pressure to turn scale into a modern, measurable media operation.
The brief
Berger held roughly 80% market share and needed to defend it — while converting a large but fragmented media spend into a coordinated, measurable operation, and elevating the premium Luxury Silk sub-brand at the same time.
What we did
Stop optimising six platforms in isolation. Unify them into a single buy with coordinated frequency and one measurement framework, then scale budget in controlled steps, reallocating continuously toward the lowest-CPM, highest-attention placements.
- Six platforms orchestrated as one engine: Meta, Google, YouTube Masthead, DV360, programmatic DSP/SSP, TikTok
- Phase 1 — unified frequency capping and a single measurement framework
- Phase 2 — budget scaled in controlled steps with continuous reallocation
- Offline and CRM data integrated into the marketing and analytics stack
- AI-personalised WhatsApp messaging built on the same backend data flow
The results
- −30% — CPM across the media mix
- 5× — monthly budget, BDT 30L to 150L
- +30% — ad recall in year two, to top of mind
- #1 — category position defended
What we took from it
Scale is not waste. Disciplined reallocation let spend grow five times over while CPM fell — efficiency and scale are only a trade-off if the mix is planned channel by channel.
Delivered agency-side by a member of Northlane’s founding team at Jarvis Digital.
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