Paid Social Media for an eCommerce Fashion Brand
Client & Challenge
Pruijn, a contemporary fashion brand, aimed to significantly grow its social media presence, customer engagement, and website traffic through paid social media campaigns. The key challenges were driving profile visits, increasing follower count, and generating meaningful interactions with a limited ad budget.
Strategy
The approach combined creative content production with targeted Meta (Facebook and Instagram) advertising. The strategy involved:
Creating Reels and TikTok videos aligned with fashion trends to boost organic engagement.
Scheduling a consistent social media calendar for steady audience interaction.
Running multiple Meta ad campaigns featuring product images, UGC (user-generated content), and creative video reels.
Implementing A/B testing on ads to optimize creative performance and maximize ROI.
offering incentivized giveaways to grow email sign-ups and deepen customer engagement.
Execution
Launched four Meta campaigns, two highlighting multiple products and two featuring user-generated content.
Applied extensive A/B testing with 8 different images to refine visual appeal and engagement.
Used Reels created with a influencers as dynamic ad content.
Focused on cost efficiency with close monitoring of CPC and CTR to push the highest performing content.
Maintained a social media content calendar integrating fresh, relevant posts and regular engagement activities.
Results
Profile visits skyrocketed 333% with 564 visits recorded.
New followers surged by 203%, substantially growing the brand’s social audience.
Click Through Rate (CTR) reached a strong 3.22%, outperforming industry averages.
Received 1,402 content interactions including likes, comments, and shares. Notably, 110 shares amplified organic reach.
CPC remained cost-effective at an average of $1.06 while CPM was maintained at $23.79.
Campaigns featuring images of multiple products and UGC showed above-average engagement and best cost per click (CPC).
Insights & Recommendations
Continued emphasis on creative Reels and UGC is key to maintaining engagement.
Product bundling in ads (multiple products per image) effectively captures user interest.
Ongoing A/B testing informed efficient content refinement.
Future strategies should deploy targeted giveaways to increase email capture and customer loyalty.
This campaign exemplifies how strategic paid social media management, combined with creative content production, can generate significant brand growth and foster deeper customer connection in the competitive fashion industry.
