Company Overview
Mannatt Gupta is a luxury fashion brand that seamlessly blends contemporary aesthetics with traditional craftsmanship. The label caters to a discerning clientele that values exclusivity and personalization. With an expanding international presence, the brand aimed to strengthen its digital sales performance and establish itself as a key player in the global fashion market.
Initial Challenges
Despite running Meta ads, the brand encountered significant roadblocks:
- Only one purchase was recorded over three months.
- Some users added products to their carts or reached the checkout stage but did not complete their purchases.
- The brand targeted the U.S. market, but the limited budget of INR 1.5 Lakhs per month, combined with account billing in INR and campaign bidding in USD, posed challenges in cost optimization.
- The ad campaigns suffered from a low CTR, indicating that the ad creatives and messaging were not resonating with the target audience.
Strategic Execution
To address these challenges, a data-driven and creative-focused strategy was implemented:
- Revamped ad creatives and messaging to make them more compelling and aligned with the brand’s luxury positioning.
- Introduced catalog ads with frames to enhance visual appeal and improve engagement.
- Optimized landing pages to create a seamless shopping experience, reducing drop-offs and increasing conversions.
- Conducted A/B testing across multiple creative formats, identifying that static posts outperformed other content types.
- Refined audience targeting by focusing on the top two U.S. cities generating the highest website traffic.
Results
The strategic optimizations led to significant improvements in campaign performance:
- ROAS increased from 0.3 to 5 within just 15 days.
- Engagement on video and static posts grew by 10%, indicating better audience interaction.
- The average website session duration increased to 90 seconds, reflecting higher user interest and engagement.
- Before Optimization (Sept 18 – Dec 31, 2024): Only one conversion in three months with an ROAS of 0.3.
- After Optimization (Feb 9 – Feb 26, 2025): ROAS surged to 5+ within 15 days.
Dashboard screen shot of the ROAS and revenue Generated / Purchase Value etc.
Conclusion
Lok Vigyan successfully enhanced campaign performance by implementing a data-driven approach, optimizing content and creatives, and refining audience targeting. Reduced CPA, improved CTR, and increased website engagement demonstrated the effectiveness of localized marketing and A/B testing. These insights will be instrumental in shaping future campaigns, ensuring sustainable growth and a higher return on investment.
