House of Arnaldos is an emerging Indian D2C snacking brand bringing a healthier twist to traditional Portuguese macaroons.

The brand offers flour-free macaroons made with roasted cashew nuts, whipped egg whites, unrefined Khandasari sugar, and a touch of cardamom powder. With its promise of “Better Ingredients. Better Nutrition. Great Taste.” , House of Arnaldos is positioning itself as an alternative to conventional biscuits and cookies.

When the brand partnered with Viral Groww, it needed more than just advertisements. It needed a complete digital growth strategy that could turn product interest into purchases and help establish a scalable online business.

The challenge

House of Arnaldos had a differentiated product, but selling a relatively new snacking concept online came with its own challenges.

Customers were familiar with regular biscuits and cookies, but flour-free Portuguese macaroons needed stronger product education and persuasive messaging.

The brand faced four major challenges:

• Building an effective landing page: The existing website experience needed improvement to better communicate the product's benefits and encourage purchases.
• Finding the right creative approach: We needed to understand which messaging, visuals, and video formats could generate conversions.
• Establishing a profitable advertising structure: As a developing D2C brand, House of Arnaldos needed to test campaigns before increasing its advertising budget.
• Managing end-to-end creative production: The brand needed support with everything from content ideas and scripts to video editing, graphics, and Meta Ads execution.

Our objective was to establish a repeatable advertising system, identify winning creatives, and gradually improve ROAS while increasing ad spend.

Rather than pushing budgets immediately, we first focused on the product experience and tested different ways to tell the brand’s story.

Growth roadmap

Our process connects research, landing-page conversion optimization, testing and repeatable scaling.

1. Creating a Conversion-Focused Landing Page

Before scaling Meta Ads, we focused on improving the brand's landing page.a

For a relatively new food product, customers need to understand what makes it different before deciding to purchase.

Our team redesigned the landing page to make the product benefits clearer and create a smoother buying experience.

We focused on communicating the brand's strongest selling points:

• 0g Flour and 0g Palm Oil
• Protein-rich snacking
• Four simple ingredients
• Portuguese-inspired macaroons
• Everyday snacking occasions
• Clear pricing and purchase options

We also worked on the product visuals, banners, page structure, and conversion-focused messaging.

The goal was simple: when customers clicked an advertisement, they should immediately understand what House of Arnaldos offers and why they should consider buying it.

Landing page · Product experience

A product-focused page clearly featuring key ingredients, nutrition, pack options and prices.

2. Testing Static and Video Creatives

Once the landing page was ready, we started testing Meta Ads in August.

Instead of relying on a single advertisement, we created multiple creatives to identify what worked best.

Our team developed approximately five static ad creatives and three video advertisements.

We ran these creatives through testing campaigns while also exploring a scaling structure.

The initial 15 days were primarily dedicated to understanding audience response, creative performance, and conversion behavior.

Initial performance:

• Ad Spend: Approximately ₹23,000
• ROAS: 1.25X
• Primary Focus: Testing and creative validation

These results provided the starting point for our advertising strategy.

We understood that the product had potential, but there was room to improve advertising efficiency.

Meta Ads · Aug 1–15, 2026

Early testing period: the source case study reports approximately ₹23K spent at 1.25X ROAS. This screenshot shows selected campaign rows, not the account total.

3. Identifying Winning Creatives and Improving ROAS

During the next 15 days, we began seeing stronger performance from the creatives that had performed well during testing.

Instead of continuing to spread the budget equally across all advertisements, we focused more on promising creatives.

Our team refined the messaging, tested different formats, and worked on improving campaign efficiency.

This helped us achieve:

• Ad Spend: Approximately ₹41,000
• ROAS: 1.5X

As winning creatives emerged, we began moving them toward scaling campaigns.

Some individual advertisements generated returns of approximately 1.5X to 2X ROAS.

This was an important stage because we were able to increase ad spend while also improving advertising efficiency.

Meta Ads · Aug 16–31, 2026

₹41,814.25 spent with a 1.50X average purchase ROAS in the screenshot.

4. Developing Founder-Led Video Content

One of the key parts of our strategy was introducing founder-led content.

For a new food brand, advertising isn't only about displaying the product. It's also about communicating the story, ingredients, and thinking behind it.

Founder-led videos provided an opportunity to make the brand communication more personal.

Our team managed the complete creative process, including:

• Developing video concepts
• Writing scripts
• Planning the content structure
• Editing video footage
• Creating supporting graphics
• Preparing creatives for Meta Ads

Alongside founder-led videos, we continued developing graphical advertisements and other video formats. This gave us a broader creative library and allowed us to test different ways of communicating the brand's value. Our creative approach was built around one central idea:

Make customers understand why House of Arnaldos is different from an ordinary cookie.

Creative evidence · Founder video

Founder-led creative format used to communicate product story and ingredients.

5. Scaling Campaigns With Winning Ads

As we gathered more data, we started moving our best-performing creatives into scaling campaigns.

Our approach was to maintain creative testing while gradually increasing spending on advertisements that showed stronger conversion potential.

During the first half of September, we achieved approximately 1.7X ROAS.

We continued refining the campaigns, introducing creatives, and optimizing budget allocation.

By the second half of September, we had increased advertising spend to approximately ₹63,000 while achieving a ROAS of 1.85X.

This was a significant improvement over the initial testing phase.

Rather than increasing the budget without a clear strategy, we scaled based on actual creative and campaign performance.

Meta Ads · Sep 15–30, 2026

₹63,848.46 spent, with 1.85X average purchase ROAS in the reporting view.

Our creative-first campaign approach progressed from an initial 1.25X ROAS, as described in the source case study, to 1.50X for August 16–31 and 1.85X for September 15–30 in the provided Meta Ads reporting screenshots. The strategy emphasized measured budget increases and better-performing creatives rather than simply spending more.

*The initial test figures are from the supplied written case study, while the later figures are visible in the supplied Ads Manager screenshots. The periods have different date ranges. Meta-attributed ROAS does not prove net profitability.

A Strong Landing Page Before Scaling

Instead of focusing only on driving traffic, we first improved the experience customers would see after clicking an advertisement.

The landing page presented the product's ingredients, benefits, pricing, and differentiation in a clearer format.

Continuous Creative Testing

We didn't depend on a single advertisement to deliver results. By testing multiple static graphics, videos, and founder-led content, we gathered information about which approaches performed best. This helped us make more informed campaign decisions.

Founder-Led Content

Founder-led creatives helped us explore a more personal approach to product communication.

Rather than only making promotional claims, this format allowed the brand to communicate its product story and ingredients.

Gradual, Data-Driven Scaling

We didn't immediately increase advertising spend during the initial testing period.

We identified stronger creatives, optimized the campaigns, and gradually shifted budgets toward the formats producing better results. This helped us improve ROAS from 1.25X to 1.9X across the reported periods.

One important part of the House of Arnaldos project was that our involvement went beyond ad account management.

We worked across the brand's digital growth process.

Our team developed the landing page, planned creative concepts, wrote scripts for founder-led advertisements, edited videos, designed promotional graphics, and managed Meta Ads campaigns.

Instead of requiring the brand to coordinate with separate teams for website development, content production, and advertising, we brought these activities together under one strategy.

This made it easier to connect creative decisions with actual advertising performance.

When campaigns revealed which messages worked better, we could use those learnings to guide future creatives and optimization.

House of Arnaldos is an example of how a new D2C brand can improve its advertising performance through a structured, creative-first approach.

We began with a 1.25X ROAS during the initial testing phase.

By developing a stronger landing page, producing static and video advertisements, introducing founder-led content, identifying winning creatives, and gradually scaling campaigns, we helped the brand reach 1.9X ROAS during the second half of September .

The key lesson from this project is that scaling a D2C brand requires more than increasing the advertising budget.

It requires strong product communication, continuous creative testing, a conversion-focused website, and a strategy built around performance data.

At Viral Groww, we bring these elements together to help emerging D2C brands build stronger digital foundations and move toward sustainable growth.

Book a Free Strategy Call and discover how we can help your brand achieve similar growth.