Overview

A D2C fashion brand partnered with us to improve paid performance on Meta. While the brand had strong products and competitive pricing, paid ads were underperforming and struggling to scale. Traffic was coming in, but returns were inconsistent and creative fatigue was setting in quickly.

The issue was not demand. It was how the brand was presenting itself inside the feed and how users were being guided to purchase once they landed on the site. This engagement focused on rebuilding performance through better creative decisions and clearer buying logic.

Starting Point

At the beginning of the engagement, the account was operating at a ROAS of approximately 0.3. The creative mix relied heavily on polished studio assets that looked premium but failed to connect with users in a scrolling environment. As a result, creatives fatigued quickly and conversion efficiency remained weak despite stable spend.

Objective

The objective was to improve ROAS sustainably by fixing creative performance, aligning content with real user behaviour, and supporting conversions through smarter product combinations rather than relying on aggressive discounting.

Strategy and Execution

We approached this as a creative performance problem first, supported by structural changes in how products were positioned and sold.

The first shift was toward creator led content. Instead of leading with studio shoots, we prioritised content that featured real people wearing the products in everyday settings. The visuals were intentionally low polish, handheld, and movement driven, making them feel native to the platform rather than produced for ads. These formats consistently delivered stronger click through rates and better conversion compared to studio assets, reinforcing the insight that authenticity mattered more than production value.

Creator content was then tested systematically. Multiple creators, styling contexts, and hook variations were explored, with a focus on comfort, versatility, and daily wear. Winning formats were scaled and refreshed regularly, keeping creative performance stable and preventing fatigue.

Alongside creative improvements, we introduced a combo based buying strategy to support conversion and average order value. Instead of pushing single pairs, products were grouped into practical combinations such as work and weekend pairs, daily wear plus occasion footwear, and college friendly edits. These combos simplified decision making for customers and improved conversion efficiency without heavy discounting.

Channels and Funnel

Channels Managed

Meta Ads

Funnel Focus

Creative led acquisition, website conversion improvement, and average order value support through combo strategy

Results

Over a three month period, ROAS improved from 0.3 to 3.2. Creator led content consistently outperformed studio assets across both CTR and conversion, while combo products contributed to stronger conversion efficiency and healthier order values. Performance became more predictable and scalable as creative and offer logic aligned.