A Mumbai-based marketing executive has drawn widespread attention online after revealing that his company once ran advertisements on adult websites, citing high costs on Meta platforms as the primary reason. The experiment, conducted during his tenure as interim CEO of a nutraceutical brand, later led to an unexpected insight into consumer behaviour and marketing strategy.

Shift to alternative ad platforms due to rising Meta costs

In a LinkedIn post, Lakshaya S said the team explored unconventional marketing channels in search of cost efficiency and better reach. He noted that advertising on Meta and Google at the time cost around ₹300–500 per thousand impressions, while adult websites reportedly offered impressions at “9 paisas per thousand impressions.”

He stated that the decision to promote Shilajit on such platforms appeared logical due to the predominantly male audience and perceived high intent.

Campaign generated traffic but limited conversions

According to Lakshaya, the initial campaign delivered strong impressions, traffic, and clicks but failed to translate into significant sales for Shilajit. He said that despite user engagement, conversions remained minimal.

Shift in strategy leads to improved results for sleep supplements

Lakshaya added that the team later observed peak traffic on adult websites during late-night hours. Based on this pattern, they shifted promotion to sleep supplements.

He said the revised campaign produced similar impression and click volumes but resulted in actual product orders. This change highlighted a stronger alignment between timing and product relevance.

Consumer behaviour insight focused on state of mind

The marketing executive said the experiment reshaped the team’s understanding of targeting. He noted that while earlier efforts focused on demographic fit, the key factor turned out to be the user’s state of mind.

He also claimed that even users who did not click on the ads showed signs of later engagement, as the brand recorded an increase in organic traffic and suggested subconscious brand recall.

Social media reacts to unconventional marketing approach

The post sparked discussion online, with several users praising the experiment for its deeper behavioural insight. Some highlighted that purchasing decisions are often influenced by context, timing, and emotional state rather than demographics alone.

One user noted that such experiments reveal nuances that standard dashboards may not capture, while another pointed to the importance of state-dependent demand behaviour in marketing outcomes.

Clarification on legality and compliance

In response to a query in the comments, Lakshaya clarified that legality depends on product claims and advertising creatives rather than the platform itself. He added that the campaign used a legal wellness product with non-explicit creatives and advised that brands should seek proper legal and compliance guidance before conducting similar experiments.