To increase brand awareness, the clothing brand moved from relying on Page post engagement with broad targeting to using video and carousel ads aimed at specific ages, demographics and interests.
- 20% lift in ad recall
- 50% lower cost per conversion
- 2X increase in video reach
Tradition meets trend (Their Story)
Khaadi is a fashion retailer from Pakistan that produces a wide variety of clothing, including some made from hand-woven fabric. It wants to popularise the craft of hand looming, combining East and West in its styles for a contemporary look.
Reaching Pakistani women (Their Goal)
A home-grown brand, Khaadi wanted to increase brand awareness among people in Pakistan by more accurately targeting its audience with specific ad objectives.
Getting relevant shoppers (Their Solution)
To increase brand awareness, Khaadi used video and carousel ads to reach out to women in Pakistan. This is a new approach for the brand as it moves away from broad-based targeting to a more focused approach by selecting specific products and audiences.
Over 4 months, Khaadi ran a series of campaigns. One of its videos celebrated the brand’s 18th anniversary with a music video featuring young women performing with traditional and modern musical instruments on the theme of female empowerment. The video positioned Khaadi as a traditional yet contemporary brand that appeals to young, modern women.
Khaadi also used carousel ads to showcase the range of products on its website. The brand featured different outfits from each collection, which people could scroll through before clicking on the link to visit the website.
The retailer used the Facebook pixel to track the number of people who visited its website as a result of clicking on its ads. This knowledge helped Khaadi more accurately understand its audience and their behaviour, so it could further narrow its targeting in future campaigns.
Facebook allowed us to bridge the gap between our invested efforts and spends, enabling us to invest more wisely following our objectives. With a better understanding of our return on ad spend, we have scaled the online business in a more effective way.
– Sajah Khan, Digital Lead, Khaadi
Source: https://www.facebook.com/business/success/khaadi