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Dash Cams to Market Leader: How iROAD Scaled in India with Zero Brand Recall
Services Used
Search Engine Optimization (SEO)
Pay-Per-Click (PPC) Advertising
Web Design &
Development
Project Overview
iROAD, a globally recognized premium Korean manufacturer of smart dash cameras, partnered with Kerplunk Media to launch and establish its digital presence in India from the ground up. Despite being a dominant player internationally, iROAD had no brand awareness, infrastructure, or existing distribution footprint in the Indian market. The brand’s objective was clear — to drive awareness, build trust, and generate online sales without any offline retail support. In a market characterized by fragmented competition and limited consumer knowledge about dash cam utility, Kerplunk Media was entrusted with executing a full-funnel go-to-market strategy — from launching a fully optimized e commerce platform to building visibility through performance marketing, content creation, and brand storytelling tailored for Indian consumers.
The Results
+1,500
Units Sold In the first year of launch across India.
+30%
Month-over-Month Revenue Growth Achieved consistent scaling by Q4 with repeat buyers and referrals.
+300
Product Listings Expanded from 3 products to over 300 SKUs in 12 months.
+40,000
Monthly Reach via Reels Organic and paid content drove massive awareness for the brand’s positioning.
The Highlights
During the campaign’s initial months, Kerplunk Media exceeded iROAD’s brand awareness and conversion targets — generating a strong month-over-month (MoM) trajectory in growth:
-
+300 Listed Products
Total SKUs scaled across e-commerce in 12 month -
+1500 Units Sold
Total sales volume within Year 1 -
+28% Monthly Revenue Growth (Q4)
Consistent MoM increase by end of Year 1 -
+42K Reach via Reels & Awareness Ads
Performance across Instagram & Meta lead ads -
+110% Google CTR Improvement
Search + PMax vs industry benchmark
-
+42K Reach via Reels & Awareness Ads
Performance across Instagram & Meta lead ads -
+110% Google CTR Improvement
Search + PMax vs industry benchmark
Executing the Strategy
THE CHALLENGE
iROAD faced a triple-barrier situation:
- No localized website or e-commerce in India
- Absolutely zero brand recall among Indian drivers
- High-ticket product competing with cheaper alternatives
- Returning Users: +4.4K%
- Goal Completions: +100%
- Events Per Session: +100%
Additionally, India’s dash cam category is underdeveloped, so educating users became as crucial as selling.
THE SOLUTION
Kerplunk Media designed a 360° market entry framework:
Digital Infrastructure:
- Built a lightning-fast e-commerce platform
- Integrated payment gateway & inventory management
- Full mobile optimization for Indian buyers
- Returning Users: +4.4K%
- Goal Completions: +100%
- Events Per Session: +100%
Performance Marketing Rollout:
- Google Shopping, PMax, and Search Ads live from Month 1
- Meta lead gen & remarketing campaigns scaled with user engagement
- Returning Users: +4.4K%
- Goal Completions: +100%
- Events Per Session: +100%
Content-Led Awareness:
- High-frequency video content (reels, explainers, motion graphics)
- Regional storytelling: accident stories, insurance claims, night driving benefits
- Influencer shoutouts and review videos
- Returning Users: +4.4K%
- Goal Completions: +100%
- Events Per Session: +100%
Our Objectives
- Educate a new audience about the importance of dash cams
- Build online trust and premium positioning
- Drive consistent sales through performance ads
- Scale SKU offering + create demand loops via retargeting
- Returning Users: +4.4K%
- Goal Completions: +100%
- Events Per Session: +100%
The Execution
User-friendliness was a priority for Thrive. The client wanted to ensure their target audience could easily navigate the website to find information about programs, courses, events and resources. Improving the user experience was key to fostering engagement and retention.
Once the new website was launched, our SEO efforts focused on:
- Local listings management
- Link building
- Optimization of new landing pages
- Optimization for Spanish language landing pages
For paid advertising, our initial focus was promoting specific degrees, growing awareness and leads/applications. We noted a significant increase in preview day registrations once the new strategy was introduced. This is relevant to the client as it has a high enrollment rate on the preview days.Â
We have seen good growth in key metrics across all the campaigns and have also begun creating awareness and lead generation campaigns for Spanish-speaking audiences with language-targeted strategies.Â
Since the website redesign and ongoing digital marketing efforts, the seminary has seen a significant improvement in its traffic sessions, keyword rankings and preview day registrations.Â
For about a year, we focused on Spanish language keyword rankings and were able to rank for these keywords:
+339%
Organic SEO Traffic
Baptist Theological Seminary
Since the website redesign and ongoing digital marketing efforts, the seminary has seen a significant improvement in its traffic sessions, keyword rankings and preview day registrations.Â
For about a year, we focused on Spanish language keyword rankings and were able to rank for these keywords:
+332%
Ad Conversion Value
Interior and Exterior Painting Company
Thrive Services Used
$100K
Online Revenue
NYC Cleaning Service
+358%
Paid Social sales
Kitchen and Bath Fixtures Manufacturer
+192%
Ad Sales in 8 months
Glucometer Manufacturer
+100%
Conversion Rate YoY
Sports Performance Coach
+173%
Top 5 Keywords
Boutique M&A Advisor
+558%
Purchases
Holyland Marketplace
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