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ThemeMyParty

Case study

From a new entrant to one of India’s top 12 party supplies e-tailers — built from the ground up with Messold

4.6 ROAS

maintained across campaigns

₹1.54 crore

total sales in FY2022–23

Ranked #12

among India’s top party supplies e-tailers

Higher

customer retention and engagement year over year

The story

ThemeMyParty is an e-commerce brand that specialises in high-quality party supplies and decorations for all occasion

ThemeMyParty is an e-commerce brand that specialises in high-quality party supplies and decorations for all occasions — from birthdays and anniversaries to weddings and themed events. Its mission is simple yet powerful: make every celebration more memorable with creative, affordable, and easily accessible products.
When ThemeMyParty began, it was just an idea. The brand entered a market dominated by impulse purchases, where customers rarely plan weeks in advance. Selling such products online required more than just listing them on an e-commerce store — it demanded innovative targeting, eye-catching creatives, and fast-moving campaigns that could capture attention and drive immediate action.
Messold partnered with ThemeMyParty from the very beginning, tasked with not just improving sales but building the brand from scratch — defining its identity, creating a marketing engine, and scaling it to compete nationally.

Foot Locker Middle East case study

The goal

ThemeMyParty and Messold aligned on five core objectives:
  • Redesign and optimise the website for better user experience and conversions.
  • Increase salesthrough audience research and targeted advertising.
  • Establish a customer identity to improve brand engagement and repeat purchases.
  • Boost ROAS by implementing efficient and performance-driven campaigns.
  • Expand globally creating visibility beyond India’s domestic market.

Case study quote

"ThemeMyParty owes its rapid ascent to the 12th best brand in the themed decor industry within a mere 3 years to the invaluable contributions of Messold. They provided us with cutting-edge designs, a robust marketing strategy, and unwavering support that transformed our brand from a mere concept to a prominent player in the industry."

— Gagan Arora

Founder, ThemeMyParty

The challenge

ThemeMyParty’s product category came with unique challenges:

  • Impulse-based purchasing — Customers typically buy party supplies spontaneously, making timing and creative strategy critical.
  • Low initial engagement t — With no established audience, brand recognition was minimal in the early stages.
  • Underwhelming ROAS — Early advertising did not generate a profitable return.
  • Lack of audience insights — No clear data on who the best customers were or how to reach them.
  • No international presence — Market reach was limited to a small domestic pool.
To succeed, Messold needed to address all of these challenges while scaling the brand quickly and sustainably.

The Solution

Messold implemented a phased growth strategy, starting with foundation building and moving to aggressive scaling once the brand’s marketing engine was proven.

Year 1 – Foundation and Testing (FY2021–22)

  • Website development: Built and optimised a high-quality, visually appealing, and conversion-focused e-commerce site.
  • Audience research: Tested various audience groups through Google Ads, Facebook, Instagram, and WhatsApp marketing to identify high-performing segments.
  • Creative testing: Designed product-specific ads that highlighted key features, themes, and emotional appeal.
  • Remarketing campaigns: Implemented retargeting strategies to re-engage browsers who didn’t convert.

Results in Year 1:

  • ₹20.54 lakh ad spend generated ₹84.22 lakh in total sales.
  • ROAS of 4.1.
  • 30,434 add-to-cart actions and 8,691 checkouts.
  • Established the brand’s first loyal customer base with a 13.26% returning customer rate.

Year 2 – Scaling and Expansion (FY2022–23)

With the foundation built, Messold shifted focus to scaling campaigns, improving ROAS, and building market leadership.

  • Increased ad investment: Raised spend to ₹33.56 lakh to support growth.
  • Campaign optimisation: Focused on high-performing channels (Google, Meta, WhatsApp) with refined targeting.
  • Retention strategy: Introduced loyalty-based offers and remarketing sequences to boost repeat purchases.
  • International visibility: Tested targeted ads in select overseas markets to begin building a global presence.

Results in Year 2:

  • Total sales nearly doubled to ₹1.54 crore.
  • ROAS increased to 4.6, peaking at 9.1 during the year.
  • 80,600 add-to-cart actions and 25,254 checkouts.
  • Returning customer rate rose to 17.57%.
  • Ranked #12 among India’s top party supplies e-tailers.
Audience targeting and Advantage+ placements visuals
Why it worked

ThemeMyParty’s success came from the synergy between creative branding and performance marketing:

  • Precise audience segmentation ensured ads reached those most likely to buy.
  • Consistent testing of creatives and copy allowed for rapid optimisation.
  • Platform diversification (Google, Meta, WhatsApp) reduced dependency on a single channel.
  • Retention strategies like remarketing and loyalty offers turned first-time buyers into repeat customers.
By maintaining a balance between aggressive scaling and disciplined campaign optimisation, Messold was able to grow ThemeMyParty into a category leader within just three years.

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The results

Year 1 (FY2021–22)

  • ROAS: 4.1
  • Sales: ₹84,22,513.79
  • Orders: 6,511
  • Returning customer rate: 13.26%

Year 2 (FY2022–23)

  • ROAS: 4.6
  • Sales: ₹1,54,40,502
  • Orders: 12,756
  • Returning customer rate: 17.57%
  • Ranked #12 among party supplies e-tailers in India

Products used

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