Boosting Organic Growth with the Power of Paid Ads

The Concept, is a fashion brand, founded by Lebanese designer Aleen Sabbagh. It is known for its delicate yet daring fashion pieces inspired by the natural world and artistic expressions.

With a strong presence on social media, especially Instagram, they’ve built an engaged community and seen impressive organic growth.

But they weren’t stopping there! They partnered with us to increase their sales and take their brand to the next level, in Lebanon and abroad through paid ads (primarily Meta Ads).

The Pre-Launch:

This phase was all about setting the stage for a seamless customer experience:

Technical Setup:
Integrated Google Tag Manager into The Concept’s custom website, ensuring precise tracking, accurate data analysis, and empowering us to scale our digital marketing efforts effectively.

Funnel Optimization: 
Fine-tuned the e-commerce funnel, ensuring a seamless flow from browsing to checkout, making it as easy as possible for customers to complete their purchases while giving us the visibility we need for continued optimization.

The Launch: 

This phase was all about making an impactful launch and starting to gather data. Here’s how we approached it:

Campaign Objective:
Since their target was to increase their website sales, the objective here would be sales on the website, taking into consideration the conversion goal we’re starting with to help the system learn.

Geographics:
We strategically expanded the campaigns to regions where they aimed to have more presence and eventually sales.

Age Groups:
We started with an open age group, to be able to locate the accurate age range.

Then tested it with different audience types such as Retargeting, lookalike, …

The same was then applied across multiple dimensions such as geographies and product types.

The Post-Launch: 

We built a strong base during the pre-launch and launch phases, which helped set us up for the post-launch and supported our continued growth and optimization.

After the launch, our efforts focused on optimizing performance and sustaining growth.

Creative Testing:
With the initial campaigns stabilizing, we delved into creative testing. From testing different formats to audiences, we wanted to uncover what truly resonated with the target audience.

Sustaining Strong ROAS:
Despite fluctuating costs, the campaigns continued to deliver a strong ROAS, reaffirming the value of strategic targeting and creative innovation.

Despite the high CPM, we were able to sustain an increasing ROAS by improving the CTR. 

Exploring Different Audiences:
We tested various audience segments to attract new customers, catch those who didn’t complete a purchase, plus focusing on increasing the number of returning customers.

THE WINNING COMBO

A key takeaway from this phase was the seamless harmony between The Concept’s organic presence and paid advertising efforts.

Ads are Multipliers!

Digital advertising is a long-term commitment and isn’t just about sales; it’s about amplifying the story you’ve already started telling. For The Concept, it was the perfect multiplier for an already vibrant organic presence, proving that the right strategies can turn engagement into sustainable success.