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Client Overview
Founded in 2019 by cultural anthropologist Aiza Hussain, The Saari Girl is Pakistan’s first dedicated online saree platform. Inspired by her own search for an affordable, modern semi-formal saree, Aiza built a brand that fuses traditional craftsmanship with contemporary fashion.
The brand promotes sustainable, slow fashion and aims to normalize saree-wearing for every occasion. With over 500 designs, a strong digital footprint, a Lahore-based studio, and international shipping, The Saari Girl is now a leading voice in modern ethnic fashion.
The Challenge
By August 2023, campaign performance had begun to dip:
- ROAS had dropped to 4.32x
- Cost per Sale (CP/S) averaged PKR 3,042, spiking above PKR 5,200 in some campaigns
- Highest-spend campaign was underperforming at 2.37x ROAS
With inconsistent performance and an inefficient cost structure, a full-funnel strategic rethink was necessary.
Our Approach
We launched a 360° audit and optimization across the following areas:
Store & Platform Analysis
- Shopify store audit (site speed, UX, product merchandising, and technical SEO)
- Commerce Manager issues resolved (product sync + event match rates)
Performance & Audience Insight
- Deep dive into dashboard data, campaign structures, breakdowns, and purchase funnels
- Creation of high-intent consumer profiles from platform-level data
- Competitor ad study using Meta Ad Library, Google Ads Transparency Center
- Market trend reports from Nielsen, Walee, Meltwater
Creative & Media Strategy
- Conducted design research inspired by industry leaders
- Rolled out new campaign structures optimized for conversion
- A/B tested ad creatives, formats, design treatments, and messaging
The Results
Our optimized campaign strategy delivered significant impact within the first cycle:
- ROAS jumped to 11.98x — a 177% increase
- CP/S dropped to PKR 1,167 — a 61% reduction
- Maintained CP/S under PKR 1,300 across all campaigns
- Top campaign: ROAS of 11.98, highest ever
Year-to-Date Performance
Across 2023–2024, our performance-driven strategy achieved:
- PKR 40M+ in revenue
- PKR 1.7M in ad spend
- Average ROAS: 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.”
— Aiza Hussain, Founder, The Saari Girl
Ready to Scale Your Business?
Let’s explore how to grow your revenue, cut your ad costs, and build a solid digital funnel like we did for The Saari Girl
