Social media marketing at ScaleGrowth Digital is a unit-economics function before it is a creative function. The team plans paid Meta, paid YouTube, organic IG, organic LinkedIn and Google Business Profile against a single per-store or per-product margin model, then ships content packs and creator briefs that the brand’s own studio can execute. Most retainers run between three and nine months. The shortest pilot is six weeks.
Social media budgets get set before unit economics get pulled. A founder names a per-store revenue baseline from memory, an agency multiplies it by a target ROAS, the spend envelope lands in a deck, and the campaign goes live on a number that does not match the database. ScaleGrowth Digital pulls per-store revenue, per-SKU AOV and per-cohort frequency from the brand’s POS or warehouse before writing the envelope. The math reshapes the brief.
The second failure pattern is content-pipeline confusion. A brand commissions 60 reels a month and discovers that 84 to 96 percent of measurable revenue comes from the boosted slice, not from organic reach. The implication is not that organic is worthless. The implication is that boost-readiness, post-by-post, must be designed at the brief stage. The third failure is the GBP gap. Multi-location brands let Google Business Profile drift, and the post cadence, photo refresh and Q&A moderation drop out of the social calendar entirely. By the time the brand notices, local pack share has moved to a competitor.
Four work streams run in parallel. The first is the audit-and-economics pull, which usually takes ten working days. Per-store or per-SKU revenue, AOV, repeat rate and pilot performance get pulled directly from the operating database. The output is a one-page spend envelope that names the floor (lowest spend that hits the EBITDA-positive ROAS threshold) and the ceiling (the spend above which the marginal ROAS drops below 1.0). This is the document the founder signs.
The second stream is paid media. Meta packs are written as three-creative concept blocks per audience, each block carrying a hook, a body frame, a proof-point list and an end card. Google Search and Performance Max get a separate brief with a negative-keyword list, a placement exclusion list and a conversion-event hierarchy. YouTube runs as a discovery layer on a smaller budget. The third stream is organic and GBP. Editorial pillars are written for the quarter, content briefs are produced per platform, and a 90-post GBP calendar covers every active location. The fourth stream is the influencer and creator slate, where the brief is product-specific and the contract carries usage rights for paid amplification.
This shape is documented in the strategy service and on the about page. The four streams sit inside one weekly review. Nothing ships without a per-product or per-store unit-economics check against the running envelope.
For a multi-location F&B brand with 86 active stores, the team pulled per-store revenue from a Laravel command centre before writing the Q2 envelope. The founder-stated baseline was four lakh rupees per store per month. The database showed one point five eight lakh on the four pilot stores running for two quarters. The originally drafted Q2 spend envelope of fifty-one to seventy-eight lakh rupees collapsed to five point nine three to eight point two three lakh. Pack 1 (Meta, three to four and a half lakh) was projected at 1.3 to 1.4 times direct ROAS. Pack 3 (Google, two and a quarter to three lakh) at 1.4 to 1.5 times. Both land at the EBITDA-positive threshold for the variable cost structure of Indian QSR. LinkedIn engagement rate, on the same brand, ran at 11.3 percent, three times the category benchmark.
For a coworking marketplace in the Mumbai metro, the social work plugged into a 22-entity data model with 21 URL axes. The same content packs that fed paid Meta also seeded the editorial overlay on programmatic location pages. Need-state, cohort and price-band axes (the three uncontested axes the category leader was ranking at under one percent on) became creative briefs as well as URL specifications.
For a specialty hospital chain entering Chennai, the social plan was sized at fifty lakh rupees per month, split fifty percent Search, sixteen percent Meta, fourteen percent SEO, ten percent YouTube, ten percent CRO. The split came out of a verified-SERP finding: only four of thirty priority kidney and urology queries had paid competition. Putting half of the spend on Meta would have been overspend on a channel that was not where the demand sat.
Week one is data extraction. Week two is the envelope and the channel split. Weeks three and four are creative pack write-up, creator slate finalisation and GBP calendar build. Weeks five onwards are live operations with a weekly review on Thursday, a monthly review on the first Tuesday of the next month, and a quarterly re-baseline. Deliverables per month are typically one paid-media report (per channel ROAS, frequency, cost per result), one organic report (reach, engagement rate, top-five posts by ER), one GBP report (insights, posts published, Q&A moderation log), one content pack for the next month, one influencer slate update, and a running risk register.
The team that ships this is two senior strategists, one editorial lead, one paid media operator and one analytics engineer. The brand’s in-house designer and reels editor remain in place. ScaleGrowth Digital writes the briefs and the strategy. The brand’s studio executes the visuals.
The pilot (six weeks, audit plus envelope plus first paid pack) runs at three lakh rupees in India and seven thousand five hundred US dollars internationally. The standard monthly retainer runs at two and a half to six lakh rupees in India and four thousand to ten thousand US dollars internationally, depending on the number of locations and the number of paid platforms in scope. Ad spend is separate and sits in the brand’s account.
| Stream | Primary artefact | Cadence |
|---|---|---|
| Audit and economics | Spend envelope (floor and ceiling) | Once, quarterly re-baseline |
| Paid media | Meta and Google packs, three-creative blocks | Monthly briefs, weekly optimisations |
| Organic and GBP | Editorial pillars, 90-post GBP calendar | Quarterly editorial, monthly GBP |
| Influencer slate | Per-product creator brief plus usage rights | Quarterly slate, monthly refresh |
How long until results show up in revenue? The audit and envelope land in week two. The first paid pack goes live in week four. Direct ROAS reads cleanly by week eight on a brand that already has tracking in place. On a brand that needs the Meta pixel, GA4 events, and call tracking installed first, add four weeks.
What is the minimum engagement? The six-week pilot. After the pilot, retainers run on a three-month minimum because the envelope and the creative pack only pay back over a full quarter of cadence.
Do you work alongside our in-house team? Yes. The team is built for embedding alongside an in-house designer, reels editor and brand manager. ScaleGrowth Digital owns strategy, briefs, paid operations and reporting. The in-house team owns visual execution.
Do you take a percentage of ad spend? No. The retainer is flat. Ad spend sits in the brand’s ad account on the brand’s card. This avoids the incentive misalignment that flat-percent agencies live with.
Can you deliver in regional languages? Yes. Past work covers English, Hindi, Tamil, Telugu, Kannada and Marathi on the same content surface, including a one-URL ninety-five-variant gold-loan landing page that ran across six Indian languages.
A two-week diagnostic pulls your per-unit revenue, names your ROAS floor and ceiling, and tells you whether your current spend sits inside or outside the envelope. No retainer commitment.
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