The Challenge:
Disha Creationz, a growing clothing brand, aimed to scale its online presence and boost conversions. But, the brand faced challenges in maximizing returns from digital campaigns due to inconsistent creative formats and lack of focused campaign planning aligned with seasonal demand. With the upcoming Onam season and ongoing evergreen collections, there was a critical opportunity to leverage Meta Ads for improved visibility and ROI.
Pain Points:
- No seasonal alignment in campaign strategy leading to missed high-intent traffic
- Lack of creative variation reduced engagement and ad fatigue set in early
- Inefficient ROAS during off-season periods due to scattered targeting
- No video-focused or carousel formats in earlier campaigns to drive product sales
Our Strategy:
We approached the campaign planning with a performance-first mindset, aligning both creative and media strategies around high-potential seasonal events, starting with Onam. Our media planning integrated both evergreen categories (Naming and Birthday Collections) and seasonal Onam drops to ensure a balanced yet scalable approach.
Key Objectives:
- Prioritized Onam collections during peak season to capitalize on cultural relevance and high buyer intent.
- Continued promoting Naming and Birthday collections to maintain evergreen sales flow.
- Introduced a wide variety of creative formats including carousel ads, video creatives, and static banners to improve engagement and reduce creative fatigue.
- Scaled spends efficiently between June and July, resulting in a 3x increase in Shopify revenue and significant ROAS improvement.
Execution:
Phase 1: Campaign & Target Audience Strategy
- Identified key seasonal opportunities (Onam) and evergreen categories (naming collection, birthday collection) to maximize ROI.
- Defined target audience and created buyer personas to guide ad creatives.
Phase 2: Ad Creative Development & Media Panning
- Developed creative variations for Meta Ads, including carousels, videos, and statics to engage target audience.
- Allocated budget across Meta and Google platforms to drive conversions and revenue.
Phase 3: Campaign Optimization & Performance Analysis
- Monitored campaign performance closely, tracking key metrics like ROAS, revenue, and ad spend.
- Identified areas for improvement and optimized ad targeting & creative strategies.
Key Takeaways:
- Seasonal sales campaigns (Onam) can drive significant revenue growth when executed with targeted ad creative and messaging.
- Diversified ad creative formats (carousels, videos, statics) can help keep the audience engaged and improve campaign performance.
- Strategic budget allocation across platforms (Meta, Google) can help maximize ROI and drive conversions.
