Case Study
Scaling
an Iconic Saree Brand — 11.9x ROAS with Smart Campaign Strategy
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Case Study
Scaling an Iconic Saree Brand — 11.9x ROAS with Smart Campaign Strategy
THE EXECUTION
Client Overview
Founded in 2019 by cultural anthropologist Aiza Hussain, The Saari Girl is Pakistan's first dedicated online saree platform — a brand that fuses traditional craftsmanship with contemporary fashion sensibility.
With over 500 designs, a Lahore-based studio, and international shipping, The Saari Girl is a leading voice in modern ethnic fashion, built on a philosophy of sustainable, slow fashion.
500+
Designs
2019
Founded
Lahore
Studio
Global
Shipping
The Challenge
By August 2023, campaign performance had begun to deteriorate.
With inconsistent returns, spiking acquisition costs, and the highest-spend campaign actively underperforming, the brand needed a full-funnel strategic reset before further scaling became viable.
ROAS — August 2023
4.32x
Average cost per sale
PKR 3,042
CPS spike in worst campaigns
PKR 5,200+
Highest-spend campaign ROAS
2.37x
Our Approach
A 360-degree audit across store, data, and creative.
We began by diagnosing the full system before changing anything — store infrastructure, attribution setup, audience data, and creative performance all reviewed in parallel.
01
Store and Platform Analysis
Full Shopify audit covering site speed, UX, product merchandising, and technical SEO. Commerce Manager issues were resolved — including product sync failures and event match rate degradation that had been silently corrupting attribution data.
02
Performance and Audience Insight
Deep dive into dashboard data, campaign structures, breakdowns, and purchase funnels. High-intent consumer profiles were built from platform-level data. Competitor ads were audited via Meta Ad Library and Google Ads Transparency Center. Market trend reports from Nielsen, Walee, and Meltwater informed strategic positioning.
03
Creative and Media Strategy
Design research conducted against category leaders. New campaign structures rolled out and optimised for conversion. Rigorous A/B testing across creatives, formats, design treatments, and messaging variants — with every decision anchored to performance data, not opinion.
The Results
Significant impact within the first cycle — and held.
The restructured campaigns delivered a shift in unit economics that sustained across the full period, not a one-month spike driven by spend increase.
11.98x
ROAS achieved
Up 177%
PKR
1,167
1,167
Cost per sale
Down 61%
PKR
40M+
40M+
Total revenue
2023 — 2024
11.88x
Average ROAS
Sustained YTD
CPS held under PKR 1,300 across all campaigns throughout the engagement — no outlier spikes above threshold.
Top campaign reached 11.98x ROAS — the brand's highest ever recorded return on a single campaign.
Total ad spend across 2023 — 2024 held at PKR 1.7M while revenue scaled to PKR 40M+, a 23.5x revenue-to-spend ratio across the full period.
Fig. 1 — Campaign ROAS Overview
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Fig. 2 — Cost Per Sale Trend
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Fig. 3 — Campaign Performance Summary
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Year-to-Date Performance
2023 — 2024 in full.
A performance-driven strategy that compounded across the full annual cycle — not a sprint, but a sustained system built to hold efficiency as volume increased.
Period
2023 — 2024
Total revenue generated
PKR 40M+
Total ad spend
PKR 1.7M
Average ROAS — full period
11.88x
What the Client Said
"Working with Sash Digital changed the way we think about growing online. They helped us fix our store setup, improve how we run ads, and sharpen our messaging. We saw better results across the board."
A
Aiza Hussain
Founder, The Saari Girl
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
- 11.9x ROAS — up from 4.32x
- 177% increase in ROAS
- 61% reduction in cost per sale
- PKR 40M+ revenue (2023–2024)
- PKR 1.7M total ad spend
- CPS held under PKR 1,300 across all campaigns
ROI Focused
Data-driven success
LET'S WORK TOGETHER
WANT RESULTS LIKE THIS?
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