Case Study: 4x ROAS for E-Commerce Fashion Brand

The Challenge & Objective

The campaign's primary objective was to establish a robust online presence for a growing Indian fashion e-commerce brand. The key challenge was to drive high-quality traffic and optimize for conversions in a competitive market, with a clear goal of achieving a 4x Return On Ad Spend (ROAS) within a six-month timeframe.

Strategic Plan (Month-by-Month)

1-2

Months 1–2: Setup & Prospecting

We focused on building a strong foundation. This involved installing Meta Pixel and Google Ads Conversion Tracking, syncing the product catalog, and launching broad prospecting campaigns on Meta and Google Shopping. We also initiated influencer outreach to gather User-Generated Content (UGC).

3-4

Months 3–4: Remarketing & UGC Ads

The focus shifted to nurturing interested audiences. We launched Dynamic Remarketing for abandoned carts and product viewers, utilizing UGC from influencers for ad creatives. A/B testing and Smart Bidding (tROAS) were employed to optimize CPA and ROAS.

5-6

Months 5–6: Scaling During Festive/Wedding Season

With a solid foundation, we scaled top-performing campaigns with a 30-40% budget increase to capitalize on seasonal demand. We launched themed campaigns, collaborated with mid-tier influencers, and utilized Advantage+ shopping campaigns to maximize reach and hit our 4x ROAS target.

Full-Funnel Strategy

Our approach covered the entire customer journey to ensure no opportunity was missed.

Top of Funnel (TOFU): Awareness

Prospecting via Meta Ads & Google Shopping, amplified by influencer awareness content to attract new audiences.

Middle of Funnel (MOFU): Consideration

Retargeting video viewers, recent website visitors, and users who added items to their cart to keep the brand top-of-mind.

Bottom of Funnel (BOFU): Conversion

Aggressive remarketing for abandoned carts using Dynamic Product Ads (DPA) and cross-selling to returning customers to maximize revenue.

Risk Management & Mitigation

Proactive planning helped us navigate potential challenges and stay on track.

High CPA in Early StagesCountered by rapidly A/B testing audiences and refreshing ad creatives based on performance data.
Seasonal DependencyMitigated by diversifying promotions with evergreen collections alongside festival-specific offers to maintain a stable baseline.
Creative FatiguePrevented by refreshing UGC and ad creatives every 2-3 weeks to maintain high audience engagement and relevance.

Final Outcomes & Revenue Impact

After six months of rigorous optimization and strategic execution, the campaign successfully surpassed its primary goal. We achieved a sustained ROAS of 4-4.5x during the crucial festive season. The campaign led to consistent revenue growth, a significant spike in festive sales, and established a strong, scalable model for the brand's future marketing efforts.

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4x ROAS for E-Commerce Fashion Store