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[ Case ]

How We Generated 255 Purchases Worth 86,350 AED With a 470% ROAS in Just 4 Months for a Fashion Brand In The UAE

How we achieved
614K impressions
and gained 1K new followers for business set up company

The Challenge

When Level Turbans, Dubai-based client, first came to us, the brand had the product but not the system. Sales were low, the social media presence wasn't converting, and there was no structured approach to attracting customers through advertising. Three core problems stood in the way of growth.

Visual Indistinctiveness

The brand's content looked like everyone else's. There was no distinctive visual identity — no signature color story, no consistent composition style, nothing that made a user stop mid-scroll. In a saturated fashion market on Instagram, blending in is the same as being invisible. The creative assets felt generic, and generic doesn't sell.

Low Sales Volume

At the start of our collaboration, the brand was generating around 20 sales per month. There was no structured advertising funnel — no clear path from ad to message to purchase. Without a tested targeting system, each dirham spent on advertising was essentially a guess. The brand needed a predictable, repeatable way to bring in customers.

Weak Organic Engagement

The existing audience was passive. Posts went up, but subscribers weren't commenting, reposting, or sharing. There was no emotional connection between the brand's content and its followers — which meant no word-of-mouth, no organic reach amplification, and no sense of community forming around the brand. Without that foundation, paid advertising alone couldn't build lasting momentum.

Our Solution

We approached Level Turbans as a full-funnel challenge — not just an ads problem. The brand needed a stronger identity, a more engaged audience, and a smarter paid strategy working together. Here's what we put in place.

Complete Visual Rebrand

We overhauled the brand's visual identity from the ground up: new color palette, typography, image composition, and creative direction. The goal was to create content that stood out immediately in an Instagram feed while staying true to the brand's elegant, fashion-forward positioning.

Trend-Driven Organic Content

We built a content calendar around viral trend formats — Labubu, Ballerina Cappuccino, Toy Box, 'You Forgot Something,' and Collage — adapted specifically to fit the Level Turbans aesthetic. This approach expanded organic reach and drove genuine engagement without any paid boosting.

High-Quality Reels Production

We produced platform-native Reels that showcased the product in real-life styling scenarios. Each video was crafted to feel aspirational yet accessible — the kind of content that gets saved, shared, and revisited.

Targeted Advertising Campaigns

We launched Instagram ad campaigns focused on driving direct messages and sales. Campaigns ran in both English and Arabic, with dedicated creatives for seasonal promotions (Ramadan — 15% off the entire collection), specific collection discounts (30% off the Pleated Turban), and bulk purchase offers (4 pieces at 15% off).

Lookalike Audience Testing

We tested three audience types — wide, interest-based, and Lookalike — and identified that Lookalike audiences built from existing buyers and engaged followers delivered a 53% lower cost per lead than the baseline. This became the primary audience strategy going forward.

WhatsApp as a Sales Channel

We introduced WhatsApp as a dedicated sales channel alongside Instagram Direct. The result: WhatsApp converted at 34% compared to 16% for DM — more than doubling the close rate and significantly improving the overall efficiency of the ad spend.

Implementation Process

The work unfolded in stages, with each month building on the learnings of the last. We tested, optimized, and scaled — never standing still.

Month 1 — Foundation and First Results

We started by rebuilding the brand's visual identity and launching the first ad campaigns. The Ramadan offer (15% off the entire collection) served as the initial promotion, giving us a compelling hook for both the creative and the audience. We tested two audience setups to identify the most responsive segments and established the DM sales flow. The first week alone generated 70 messages and 10 orders. By the end of the month: 44 orders, AED 11,664 in revenue, and a 22% conversion rate on the Ramadan promotion.

Month 2 — Scaling and Audience Optimization

Having met the client's initial goals, we raised the bar. We increased the ad budget, doubled down on the best-performing audience segments (35–54 age group), and introduced Lookalike audiences — which immediately dropped CPL by 53%. We also developed a full set of Arabic-language creatives to expand reach within the Gulf audience. Average order value climbed from AED 219 to AED 359 in just 5 weeks. Month 2 closed at 55 orders and AED 19,183 in revenue.

Month 3 — New Channels and Deeper Targeting

Month 3 introduced two major changes: new interest-based targeting segments (Headscarf, Fashion Design, Fashion Accessories) and the launch of WhatsApp as a sales channel. The WhatsApp channel immediately proved its value — a 34% conversion rate vs. 16% for Instagram DM. We also ran special offer creatives for a specific collection discount and a bulk purchase deal. Month 3: 73 orders, AED 23,851 in revenue, 438% ROAS.

Month 4 — New Collection and Record Performance

We launched teaser campaigns for a new collection, which boosted revenue by 32% compared to the previous month. Month 4 delivered the strongest results of the entire campaign: 83 orders, AED 31,652 in revenue, and a 545% ROAS — the highest of any month. The compounding effect of better audiences, stronger creatives, and an optimized sales flow all came together in the final month.

Results Achieved

Over 4 months, the Level Turbans campaign delivered consistent, measurable growth across every key metric. Here are the numbers.

Total Campaign Results

Messages	1,351
Orders	255
Amount Spent	AED 18,207
Cost per Message	AED 13
Total Order Value	AED 86,350
Cost per Order (CPO)	AED 71
ROAS	470%

Revenue Growth by Month

Month 1	AED 11,664
Month 2	AED 19,183
Month 3	AED 23,851
Month 4	AED 31,652

Channel Performance

WhatsApp CR	34% (49 messages → 17 purchases)
Instagram DM CR	16% (344 messages → 56 purchases)

Audience Performance

Wide audience CPL	~16 AED
Interest-based CPL	~13 AED
Lookalike CPL	~7 AED (53% lower)
Total impressions	74,725
Overall CTR	1.17%

Why It Worked

The Visual Rebrand Changed the Brand's Trajectory

Before the rebrand, the content simply didn't stop the scroll. After it, the brand had a clear visual identity that stood out in feeds and created a consistent, recognizable presence. This wasn't just an aesthetic upgrade — it was the foundation that made every other effort more effective. Better-looking content gets more organic engagement, which lowers paid acquisition costs and builds the kind of social proof that converts skeptical buyers.

Organic and Paid Worked Together

We didn't treat organic content and paid advertising as separate activities. Strong organic content (Reels, trend adaptations, customer posts) built credibility and warmed the audience. When those same users saw an ad, they already had a positive association with the brand — which shortened the path to purchase and improved conversion rates across the board. Subscribers actively commented, reposted, and liked posts without any paid boosting, generating social proof that fed back into the ad performance.

Lookalike Audiences Found the Right People

The 53% CPL reduction from Lookalike audiences wasn't luck — it was the result of training the algorithm on high-quality signals: people who had already messaged the brand, engaged with ads, followed the account, or made purchases. The more refined the seed audience, the better the Lookalike. This is why investing in the organic community and capturing real purchase intent data early in the campaign paid dividends in the later months.

Special Offers Created Urgency That Converted

The Ramadan promotion delivered a 22% conversion rate — significantly higher than the 17% seen in months without a dedicated offer. This confirms a fundamental principle: people buy faster when there's a compelling reason to act now. Whether it was a seasonal discount, a collection-specific deal, or a bulk purchase incentive, every promotional moment outperformed standard creative. The offers weren't just discounts — they were conversion tools.

WhatsApp Closed More Deals

Adding WhatsApp as a sales channel doubled the conversion rate from messages to purchases. The reason is simple: WhatsApp is where people already communicate with trust. It's personal, fast, and frictionless. When a potential customer moves from an Instagram ad to a WhatsApp conversation, the psychological distance between 'interested' and 'buying' collapses. This single channel addition had an outsized impact on the overall campaign efficiency.

Continuous Optimization Compounded the Results

Month 4 ROAS was 545% — well above the 4-month average of 470%. That's not a coincidence. Each month, we took what worked and pushed it further: better audiences, higher budgets on proven creatives, new collection teasers, and a refined sales flow. The final month was the strongest precisely because it stood on three months of accumulated data and optimization. This compounding effect is what separates a campaign that performs well in month one from one that accelerates over time.
Conversion-focused content in one of the method to obtaining optimal results: https://wgg-agency.com/content-creation

Reels

One of the core pillars of our content strategy was creating Reels that felt native to Instagram — not promotional, but genuinely engaging. We focused on showing the product in real-life styling contexts: how turbans are worn, how they pair with different outfits, and how they become a signature part of a woman's everyday look.

Each Reel was shot with a clear visual direction — clean backdrops, natural movement, and a mood that matched the brand's elegant positioning. The creative team paid close attention to lighting, pacing, and music selection to ensure every video stopped the scroll. Some Reels leaned into the aspirational side of the brand (editorial-style shoots by the water, outdoor settings), while others were more intimate and product-focused, like close-ups of the fabric texture and styling technique.

Organic Views

A strong sign of healthy content is when your audience does the work for you. With Level Turbans, we never boosted posts or Reels with paid promotion — yet subscribers began actively commenting, reposting, and liking the content on their own.

This kind of organic engagement is rare and valuable. It signals that the content resonates emotionally, not just visually. Posts received genuine comments praising the designer's talent, and individual pieces racked up thousands of organic views across the grid. One standout example is Lubna — a real customer whose post became one of the most engaged pieces on the account. Real people wearing the product and sharing their experience became one of the brand's most powerful assets.

Trends

Staying relevant on Instagram means moving with the platform's cultural moments. We made trend adaptation a deliberate part of the Level Turbans content calendar, carefully selecting viral formats that could be authentically connected to the brand's world.

• Labubu — the viral collectible toy trend reimagined with the Level Turbans brand. Light, fun, and very shareable.
• Ballerina Cappuccino — a soft, feminine aesthetic trend that aligned naturally with the brand's elegant positioning.
• Toy Box — a 3D character-in-a-box format showcasing the turban as a must-have fashion accessory.
• You Forgot Something — a storytelling format that creates suspense before revealing the product.
• Collage — a layered editorial visual style mixing product shots, lifestyle imagery, and brand elements.

Ad Creatives — Ramadan Offer: 15% Off the Whole Collection

Ramadan is one of the highest-intent shopping periods for the Level Turbans audience. We built a dedicated ad campaign around a limited-time offer: 15% off the entire turban collection. We produced multiple video ad variations testing different hooks — a side-by-side product showcase with a bold discount callout, a lifestyle shot revealing the offer, and a premium fabrics angle reinforcing the brand's quality credentials. All creatives directed viewers to DM the brand to place an order.

Ad Creatives in Arabic

To expand reach within the Arabic-speaking segment across the UAE and Gulf countries, we developed a full set of ad creatives in Arabic. The ads covered multiple messaging angles: a comfort and practical pain point ('the turban stays in place all day'), a catalogue view with AED pricing and a clear CTA, a lifestyle confidence message, and a fast delivery highlight. Testing showed the audience responded equally well to English and Arabic — but having strong Arabic options meaningfully expanded the addressable market.

Ad Creatives with Special Offers

Beyond the Ramadan campaign, we developed a second wave of creatives built around specific collection discounts and bulk purchase incentives — designed to convert warm audiences who knew the brand but hadn't yet bought. We ran two offer types simultaneously in both English and Arabic: a 30% collection discount (Pleated Turban from AED 170 to AED 125) and a bulk deal (4 pieces at 15% off), capturing both price-sensitive and volume buyers in the same campaign window.