This caught my eye: "Doubled marketing spend from 2.5% to 5% of...

This caught my eye:

"Doubled marketing spend from 2.5% to 5% of revenue
E.g. two key 2H18 celebrity campaigns attracted +18 million views"

So each celebrity campaign attracted approx. 9 million views.

In a country of 1.4 billion people.

Whilst not all of those would be potential customers, that response ratio is underwhelming.

GLTAH - DYOR