Case Study
Scaling
a Modestwear Brand — 4.81x ROAS with Full-Funnel Paid Media
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Case Study
Scaling a Modestwear Brand — 4.81x ROAS with Full-Funnel Paid Media
THE EXECUTION
Client Overview
DaalAin is a modest fashion eCommerce brand catering to women across Pakistan. Their product line includes abayas, hijabs, scarves, kaftans, and essentials designed for the everyday modest lifestyle.
When DaalAin approached us, they were four months into launch with a basic digital setup and an inefficient paid media structure. Their challenge lay in converting growing brand interest into scalable, profitable returns in a competitive category.
4 mo
Into Launch
Pakistan
Market
Meta
Primary Channel
2025
Engagement Start
The Challenge
By early 2025, paid campaigns were not delivering efficient returns.
Acquisition costs were eating into already tight margins. A clearer funnel, better targeting, and performance-focused optimization were essential before further growth was viable.
Dashboard ROAS
2.74x
Lifetime ad spend
PKR 400,000
Total sales generated
PKR 1.21M
Implied ROAS on spend
~3x
Our Approach
A multi-layered strategy across paid channels, creative assets, and targeting.
We began with a full diagnostic before touching spend — every layer of the funnel reviewed from pixel to product page.
01
Store and Platform Analysis
Assessed Meta pixel setup and attribution structure. Optimised event match quality and data routing for conversions. Audited website flow for friction points across all product detail pages — identifying where intent was being lost before purchase.
02
Performance and Audience Insight
Restructured campaigns by funnel stage: Cold (Discovery), Warm (Education), and Hot (Conversion). Analysed product-level performance to prioritise high-ROAS SKUs. Segmented creative assets by audience intent to ensure message-market fit at every stage.
03
Creative and Media Strategy
Introduced new ad formats: UGC-style reels, testimonial snippets, and category-driven carousels. Created messaging variations targeting value props across comfort, elegance, and daily-wear usability. A/B tested urgency copy against evergreen value positioning. Bundled products strategically to lift Average Order Value and reduce Cost per Acquisition.
The Results
By June 2025, the revamped strategy had taken full effect.
Every core metric moved in the right direction — ROAS nearly doubled, revenue more than quadrupled on a fraction more spend, and the acquisition cost came under control.
4.81x
ROAS achieved
Up from 2.74x
PKR
4.63M
4.63M
Total revenue
Up from PKR 1.21M
825
Total purchases
Jan — Jun 2025
PKR
963K
963K
Ad spend
Full period
Campaign Highlights
Campaign
ROAS
Revenue
CPS
Sales Retargeting (Apr 25)
8.98x
PKR 481,710
PKR 1,094
Sales Campaign (Jan 25)
5.17x
PKR 3.96M
PKR 1,033
Manual — Special Sales
5.20x
—
PKR 1,700
Fig. 1 — Meta Ad Dashboard Overview
Fig. 2 — Campaign Performance Detail
Fig. 3 — Revenue and ROAS Summary
Year-to-Date Performance
January — June 2025 in full.
Six months into engagement, every campaign metric trending in the right direction — a clear sign the structural changes were holding, not just a single spike from increased spend.
Period
Jan — Jun 2025
Total revenue generated
PKR 4.63M
Total ad spend
PKR 963K
Average ROAS — full period
4.81x
What the Client Said
"Sash Digital helped us rethink how we structured our campaigns and creatives. From messaging to audience segmentation, every step felt like it was backed by real performance data. That made the difference."
D
DaalAin Team
Modestwear Brand, Pakistan
WHY IT WORKED
Rapid Deployment
We utilized our internal framework to launch the core experience in record time.
Precision Targeting
AI-driven audience segmentation ensured every dollar spent was optimized for conversion.
Results
KEY OUTCOMES
- 4.81x ROAS — up from 2.74x
- PKR 4.63M revenue generated
- PKR 963K total ad spend
- 825 total purchases (Jan–Jun 2025)
- 8.98x ROAS on top retargeting campaign
- PKR 1,033 cost per sale on best campaign
ROI Focused
Data-driven success
LET'S WORK TOGETHER
WANT RESULTS LIKE THIS?
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