Social Media Ads for Fashion Brands: Advit Prints Case Study
Date
February - 2023
Client
Advit Prints, Jaipur
Client Profile
Industry
Fashion and Home Furnishings
Company Size
20-30 employees
Target Audience
Fashion-conscious individuals and home decor enthusiasts who appreciate traditional, artisanal prints across India
Geographic Target
Primarily India, with a focus on metropolitan areas
Problem Statement
Advit Prints, a Jaipur-based brand specializing in hand-block print products, wanted to boost its online presence and increase sales through social media channels. Despite a loyal local customer base, the brand struggled to expand its reach nationwide. Advit Prints sought a paid social media campaign to grow brand recognition, generate online sales, and attract new customers to their website.
Business Goals
Increase online sales for hand-block print apparel and home furnishings, build Advit Prints brand awareness, and reach a wider audience of style-conscious consumers interested in traditional craftsmanship.
Challenges
Niche Market Appeal
Hand block print products appeal to a specific audience, making it essential to target the right segments for effective reach and conversions.
High Competition in Ethnic Fashion
With many established brands offering ethnic apparel and decor, Advit Prints faced challenges in differentiating itself and standing out on social media.
High Cost-per-Sale (CPS)
Initial attempts at social media advertising led to a high CPS, impacting the profitability of online sales.
Artisanal Brand Image
Social media ads needed to be visually compelling while communicating the brand’s artisanal and traditional appeal without compromising the brand’s image.
Strategy and Tactics
A strategic social media advertising campaign was developed to attract new customers, engage existing followers, and convert social media interest into sales for Advit Prints.
Services Provided
Audience Segmentation and Targeting
Developed audience segments based on demographics, interests, and buying behaviors, focusing on people interested in ethnic fashion, traditional crafts, and home decor. Lookalike audiences were created from the Advit Prints brand’s existing customer data to expand reach to similar users.
Creative Ad Design with Storytelling
Designed visually rich carousel and video ads that showcased Advit Prints‘ products in various styles and settings, emphasizing the handmade quality and tradition behind each piece. Stories were also crafted to highlight artisanship, attracting users interested in sustainable and authentic products.
Dynamic Product Ads and Retargeting
Set up dynamic product ads to show personalized product recommendations to users who had visited the website of Advit Prints, along with retargeting ads that offered special discounts to past visitors, encouraging them to complete their purchases.
A/B Testing and Campaign Optimization
Conducted A/B testing on ad creatives, messaging, and call-to-action buttons to optimize the ads based on performance metrics, ensuring the most effective combinations were used for cost-effective sales.
Tools and Technologies
Facebook Ads
for broad reach, audience segmentation, and retargeting capabilities
Instagram Ads
for highly visual engagement, particularly carousel and story ads to attract younger audiences interested in ethnic fashion
Instagram Shopping
to allow users to browse and purchase directly from Advit Prints’ profile, enhancing convenience and user experience
Facebook Pixel
to track on-site actions, and conversions, and optimize retargeting efforts based on visitor behavior
Results & Metrics
Sales Growth
Achieved a 70% increase in online sales within the first three months of the campaign.
Cost-Per-Sale (CPS) Reduction
Reduced CPS by 45% through continuous optimization of audience targeting and ad creatives.
Website Traffic Boost
Increased website traffic by 50%, with most new visitors coming from paid social media ads.
Engagement Growth
Increased engagement rates by 65%, with high interaction on ads showcasing the hand block printing process and traditional artisanship.
Before & After Comparisons
Metric
Before
After
Monthly Sales
60
102
Cost-Per-Sale (CPS)
₹600
₹330
Click-Through Rate (CTR)
2.5%
4.3%
Engagement Rate
5%
8.2%
Conclusion
Advit Prints effectively used paid social media ads to grow online sales, build brand awareness, and connect with new audiences across India. Through targeted audience segmentation, creative storytelling, and strategic retargeting, the brand saw a substantial increase in engagement and sales while reducing CPS, helping them expand their reach and revenue in a competitive ethnic fashion market.
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