Project Overview

Jilbab.pk, a premium brand specializing in high-quality and unique style modern Abayas, Jilbabs, and Kaftans, approached our team with a critical issue. Despite their reputation for exceptional products and a mid to high-end price range, they were facing a significant challenge: an exorbitantly high Cost Per Acquisition (CPA). Their average purchase cost ranged from Rs 2500 to 3500, aligning with their total profit margins per item, resulting in a negative Return on Ad Spend (ROAS). Essentially, their marketing expenditure was not sustainable, threatening the financial health of the brand.

Our mission was twofold: control the marketing costs and scale the brand effectively. To achieve this, we embarked on a comprehensive strategy that included fixing ad account issues, optimizing marketing tools, conducting test campaigns to identify the most effective creatives, training pixels to align with desired outcomes, and implementing influencer marketing for brand amplification. 

Our efforts culminated in remarkable results, achieving a ROAS of 12% in June 2024 and reducing the Cost Per Purchase to between Rs 450 and 600.

The Product / Service

Jilbab.pk is dedicated to offering a wide range of modern Abayas, Jilbabs, and Kaftans. These garments are designed with a blend of traditional elegance and contemporary style, catering to women who seek both modesty and fashion in their attire. Each piece is crafted with high-quality materials, ensuring durability and comfort, which is crucial for daily wear as well as special occasions.

The brand’s target audience is primarily women who value modest fashion but do not want to compromise on style and quality. This includes professionals, homemakers, and students who are conscious about their appearance and cultural values. Jilbab.pk’s collections cater to various preferences, from minimalist designs to intricate patterns, making sure there is something for everyone. The mid to high-end pricing reflects the quality and uniqueness of the products, positioning Jilbab.pk as a premium brand in the modest fashion market.

Identify the Core Problem

The core problem Jilbab.pk faced was the high Cost Per Acquisition (CPA) which directly impacted their profitability. With the cost of acquiring a customer being as high as Rs 2500 to 3500, the profit margins were being eroded, resulting in a negative ROAS. This situation was unsustainable as the marketing spend was not yielding a profitable return, threatening the financial stability of the business.

Upon investigating user reviews and online feedback, several pain points emerged:

• Inefficient Ad Targeting: Many users reported seeing irrelevant ads, indicating poor targeting which contributed to wasted ad spend.
• Lack of Brand Awareness: Despite having high-quality products, the brand was not well-known, leading to low conversion rates.
• High Competition: The modest fashion market is saturated with numerous brands offering similar products, making it challenging for Jilbab.pk to stand out.
• Technical Issues with Ad Accounts: There were several technical issues related to ad accounts and marketing tools that hindered the effectiveness of ad campaigns.
• Underutilization of Influencers: The brand had not fully tapped into influencer marketing, missing out on a significant channel for brand amplification.

The Goal & The Strategy

The primary goal of this project was to reduce the Cost Per Acquisition (CPA) and achieve a positive Return on Ad Spend (ROAS). Specifically, we aimed to bring down the CPA to a sustainable level of Rs 450-600 per purchase and increase the ROAS to 12%. Achieving these goals required a multi-faceted approach:

• Ad Account Optimization: We analyzed and fixed the ad account structure.
• Effective Targeting: Segmented the audience and targeted based on interests and lookalikes thus improving conversion rates.
• Creative Testing: We started multiple campaigns, AB tests to identify the most effective creatives that resonate with the target audience.
• Pixel Training: We trained the pixel on our desired conversion thereby improving ad relevance and efficiency.
• Influencer Marketing: We hired influencers to enhance brand visibility, trust and credibility, driving more organic traffic and conversions.