Project Detail
A Karachi-based fashion brand wanted to sell internationally to US audiences through their Shopify store. They had never run international campaigns before and had no US customer data, no pixel history and no social proof from the target market. The goal was to achieve a minimum 3x ROAS within the first 60 days of US-targeted Meta campaigns.
Client
Pakistani Fashion
Ecommerce
Brand
Year
2024
Services
International Meta Ads,
Shopify Pixel Integration,
Ecommerce Creative
Strategy
From discovery to deployment, every phase of the project focused on delivering a seamless user experience.
Process:
- Pixel and Catalogue Integration — Installed Meta Pixel on Shopify, configured standard and custom events and connected the product catalogue for dynamic ad capability.
- Market Research — Analysed US fashion buying behaviour, competitor ads in the Meta Ad Library and seasonal timing considerations before building any campaigns.
- Cold Traffic Creative — Developed a creative brief for three product showcase formats: lifestyle photography with model, flat-lay product focus and a founder-led authenticity video speaking to the brand’s Pakistani craftsmanship story.
- Campaign Architecture — Launched with Advantage+ Shopping Campaigns to leverage Meta’s automated optimisation while the pixel built purchase data, alongside a manual interest-based campaign for split testing.
- Social Proof Building — Allocated a small budget to a US-targeted engagement campaign during week one to build social proof on ads before scaling cold traffic.
- Scaling Framework — After 21 days of purchase data, identified the top two performing creatives and scaled budgets progressively while introducing a cart abandonment retargeting campaign.
Key Features Implemented:
- Shopify pixel and product catalogue integration for dynamic ads
- Three creative formats tested including founder-led authenticity content
- Advantage+ Shopping Campaign alongside manual interest-based split test
- Social proof pre-building strategy before cold traffic scale
- Cart abandonment retargeting added at day 21
Client Quote:
We had never sold outside Pakistan before. Safeer understood both the technical setup and the creative strategy needed to enter a new market. Within two months we were getting daily US orders consistently.”
Client
Final Thoughts
Entering a new international market with paid ads requires more preparation than entering a familiar one. The biggest risk for first-time international advertisers is launching too quickly before the pixel has enough data to optimise effectively. In this engagement, the decision to start with Advantage+ Shopping rather than full manual control allowed Meta’s algorithm to find purchase-intent audiences faster than a cold manual setup would have. The founder-led authenticity video — which told the story of Pakistani craftsmanship — outperformed both product photography formats by a significant margin, proving that differentiated brand storytelling often outperforms polished product presentation in a crowded fashion market.
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