CASE STUDY:
Ganga Fashion
The Rise Of An Ethnic Fashion With Facebook & Instagram Ads
BRAND STORY
Designer Suits With A Blend Of Style & Comfort
It is always astounding to wrap yourself in the best attires. But to express your true self in ethnic style at the best reliable prices is like remembering the roots of fashion.
That’s what reveals the story behind Ganga Fashions Pvt. Ltd. It is one of the trusted brands in the fashion emporium that centres on an exclusive collection of designer apparel. The brand introduces the contemporary collection of Salwar suits that reflect style and comfort with its exemplary designs.
THEIR APPROACH
While building its online presence on social media, Ganga Fashions attempted four times for developing the business into retail sales but got overwhelmed, despite the number of endeavours they performed with their team.
As a result, their online sale was “NIL”.
When they approached us, they were still a bit sceptical. Their prime concern was to invest a particular amount in Facebook Ad Campaigns by getting customary outcomes in return.
CHALLENGES
To Increase Return On Ad Spend
Our prime focus was to create an entirely unique experience for the trendsetters and fashionistas by combining the best e-commerce designs with effective marketing tactics.
The beginning of our Facebook & Instagram Ad Promotions was challenging because the account was new. But our past experiences of studying and scaling the brand account helped, as they had a genuine offline presence in northern parts of India.
Such initiative gave our actions a successive beaming direction.
OBJECTIVE
For A Brand's Journey From Zero To Hero
Our main goal was to revamp the brand website distinctively in a way that reflects the potential of a seamless user shopping experience. And that also included a smooth integration of a payment gateway that allowed a positive checkout experience.
We studied and analyzed their competitors thoroughly and gave them a whole new level of online presence to elevate their value and enable their business to serve the entire country and overseas.
Therefore, we aimed to have an overall Ad Strategy that would complement Facebook to be successful in fashion eCommerce.
CAMPAIGNS & EXECUTION
With the process of finding, picking and testing the most relevant interests, we gained an extensive understanding of how Facebook interest targeting actually works.
To keep the reminiscences of the brand product still fresh in the audience's mind, we tested numerous unique creatives and videos in Introductory Covers of Ads, Carousel Ads and collection ads.
We created multiple Ad Campaigns that involved different value propositions addressed to the right audience at the right moment.
Our Facebook Ads funnel contained three main stages:
- Top of the Funnel (TOFU) - to attract the new audience
- Middle of the Funnel (MOFU) - to turn prospects into leads
- Bottom of the Funnel (BOFU) - to turn leads into buying customers
Successfully, the sales funnel helped us to examine the data & the behaviour of our customer's buying experience. And as an outcome, we mapped out our winning products and campaign ads in a particular manner.
We successfully created the unique offer campaigns keeping the master warm audiences into consideration. Building anticipation of the special offers was the key! By doing that, we observed that the people are engaging with such campaign ads easily and seamlessly.
And, that's when the master strokes began!
Throughout our best endeavours and after working on a handful of strategies, we identified our master campaigns which were MOF with the best performance.
Therefore, it was best for us to classify the data of the TOF Campaign by retargeting them in MOF & BOF Campaigns to generate and grow more sales.
We tested both Cost Cap & Bid Cap Bid Campaigns to stabilize the ROAS.
- Cost Cap: By keeping costs at or below an average amount
- Bid Cap: By setting the maximum bid across auctions
With the progressive approach, it was the most agreeable experience to get the biggest return of 5x in the First Month and 6.5x in the second month on Shopify.