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How We Generated 255 Purchases Worth AED 86,350 With a 470% ROAS in Just 4 Months for a Fashion Brand in the UAE
Level Turbans is a Dubai-based brand of elegant turbans. It had a beautiful product — but no system. We rebuilt the visual identity, launched trend-driven content and a bilingual Instagram ad funnel, and turned ~20 sales a month into predictable, compounding growth.
The product was there. The system wasn’t.
When Level Turbans first came to us, 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 content looked like everyone else’s: no signature colour story, no consistent composition, nothing that made a user stop mid-scroll. In a saturated fashion market, blending in is the same as being invisible.
Low sales volume
No structured advertising funnel — no clear path from ad to message to purchase. Without a tested targeting system, every dirham spent on ads was essentially a guess.
Weak organic engagement
Posts went up, but followers weren’t commenting, reposting or sharing. No emotional connection meant no word-of-mouth, no organic reach and no community around the brand.
Generic doesn’t sell — so we started with the look
Before scaling ads, the brand needed creative that stands out in an Instagram feed while staying true to its elegant, fashion-forward positioning.
Rebrand first, scale second
A full-funnel challenge, not just an ads problem
The brand needed a stronger identity, a more engaged audience and a smarter paid strategy — all working together. Here’s what we put in place.
Complete visual rebrand
We overhauled the visual identity from the ground up: new colour palette, typography, image composition and creative direction — content that stands out in a feed while staying elegant and fashion-forward.
New identity from scratchTrend-driven organic content
A content calendar built around viral formats — Labubu, Ballerina Cappuccino, Toy Box, “You Forgot Something” and Collage — adapted to the Level Turbans aesthetic. More reach and engagement, zero paid boosting.
5 viral formatsHigh-quality Reels production
Platform-native Reels showing the product in real-life styling scenarios. Aspirational yet accessible — the kind of content that gets saved, shared and revisited.
Styling-first videoTargeted ad campaigns
Instagram campaigns built for direct messages and sales, in English and Arabic, with dedicated creatives for Ramadan (−15%), the Pleated Turban (−30%) and bulk offers (4 pieces at −15%).
EN + AR · 3 offer typesLookalike audience testing
We tested wide, interest-based and Lookalike audiences. Lookalikes built from buyers and engaged followers delivered a 53% lower cost per lead and became the primary strategy.
−53% cost per leadWhatsApp as a sales channel
We added WhatsApp alongside Instagram Direct. WhatsApp converted at 34% vs 16% for DM — more than doubling the close rate and the efficiency of every dirham spent.
34% vs 16% conversion
Trends, adapted to the Level Turbans world
We picked viral formats that could be authentically connected to the brand and rebuilt them in its aesthetic. Organic reach grew, and followers started commenting, reposting and sharing on their own.
Four months. Each one stronger than the last.
The work unfolded in stages, each month building on the learnings of the last. We tested, optimized and scaled — never standing still.
Foundation and first results
We rebuilt the visual identity and launched the first campaigns. The Ramadan offer (15% off the entire collection) gave us a compelling hook. We tested two audience setups and established the DM sales flow. The first week alone brought 70 messages and 10 orders.
Scaling and audience optimization
We raised the budget, doubled down on the 35–54 age group and introduced Lookalike audiences — which immediately dropped CPL by 53%. A full set of Arabic creatives expanded reach in the Gulf. Average order value climbed from AED 219 to AED 359 in 5 weeks.
New channels and deeper targeting
New interest segments (Headscarf, Fashion Design, Fashion Accessories) and WhatsApp as a sales channel — converting at 34% vs 16% for Instagram DM. We also ran collection-discount and bulk-purchase creatives.
New collection and record performance
Teaser campaigns for a new collection lifted revenue by 32% vs the previous month. Better audiences, stronger creatives and an optimized sales flow all came together in the strongest month of the campaign.
From AED 11.7K to AED 31.7K
Consistent, measurable growth on every metric
Over 4 months, the Level Turbans campaign delivered steady growth across every key number. Here they are.
return on ad spend over 4 months · peak 545% in month 4
total order value from AED 18,207 spent
WhatsApp closed 2× more deals
49 messages → 17 purchases
Instagram DM
344 messages → 56 purchases
Lookalike cut CPL by 53%
Six reasons the growth kept compounding
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, recognizable identity that stood out in feeds. It wasn’t just an aesthetic upgrade — it was the foundation that made every other effort more effective: better-looking content earns more organic engagement, lowers paid acquisition costs and builds the social proof that converts sceptical buyers.
Organic and paid worked together
We didn’t treat organic content and paid ads as separate activities. Reels, trend adaptations and customer posts built credibility and warmed the audience, so by the time people saw an ad they already had a positive association with the brand. Followers commented, reposted and liked posts without any paid boosting — social proof that fed straight back into ad performance.
Lookalike audiences found the right people
The CPL reduction wasn’t luck. We trained the algorithm on high-quality signals: people who had messaged the brand, engaged with ads, followed the account or bought. The more refined the seed audience, the better the Lookalike — which is why investing early in the organic community and real purchase-intent data paid off in later months.
Special offers created urgency that converted
The Ramadan promotion converted at 22% — well above the 17% seen in months without a dedicated offer. People buy faster when there’s a reason to act now. Seasonal discounts, collection deals and bulk incentives all outperformed standard creative: the offers weren’t just discounts, they were conversion tools.
WhatsApp closed more deals
WhatsApp is where people already talk with trust — personal, fast and frictionless. When a potential customer moves from an Instagram ad into a WhatsApp chat, the distance between “interested” and “buying” collapses. This single channel had an outsized impact on overall campaign efficiency.
Continuous optimization compounded the results
Each month we took what worked and pushed it further: better audiences, more budget 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 — that compounding effect is what separates a campaign that performs once from one that accelerates.
Conversion-focused content is one of the key methods for getting results like these: content creation by WGG
Identity, community and a smart funnel — woven together like the folds of a perfect turban.
Reels that feel native — and stop the scroll
Not promotional, but genuinely engaging: how turbans are worn, how they pair with different outfits and how they become a signature part of a woman’s everyday look.
Clean backdrops, natural movement and careful lighting, pacing and music. Some Reels lean aspirational — editorial shoots by the water and outdoors — others are intimate close-ups of fabric texture and styling technique.
When the audience does the work for you
We never boosted posts or Reels with paid promotion — yet followers began actively commenting, reposting and liking the content on their own. Posts received genuine comments praising the designer’s talent, and individual pieces racked up thousands of organic views.
One standout is Lubna — a real customer whose post became one of the most engaged pieces on the account. Real people wearing the product became one of the brand’s most powerful assets.
Moving with the platform’s culture
Trend adaptation was a deliberate part of the content calendar — we picked 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 presenting the turban as a must-have fashion accessory.
You Forgot Something
A storytelling format that builds suspense before revealing the product.
Collage
A layered editorial style mixing product shots, lifestyle imagery and brand elements.
Creatives built to turn interest into orders
Three waves of video ads — each with its own hook, language and offer — all leading viewers straight into a conversation with the brand.
15% off the whole collection
Ramadan is one of the highest-intent shopping periods for the audience. We tested several video hooks: a side-by-side product showcase with a bold discount callout, a lifestyle shot revealing the offer, and a premium-fabrics angle reinforcing quality. Every creative drove viewers to DM the brand to order.
Speaking the Gulf’s language
To expand reach across the UAE and the Gulf, we built a full set of Arabic creatives covering several angles: comfort (“the turban stays in place all day”), a catalogue view with AED pricing and a clear CTA, a lifestyle confidence message and fast delivery. The audience responded as well to Arabic as to English — and the addressable market grew.
Converting warm audiences
A second wave for people who knew the brand but hadn’t bought yet. Two offers ran at the same time, in English and Arabic: 30% off the Pleated Turban collection (AED 170 → AED 125) and a bulk deal — 4 pieces at 15% off — capturing both price-sensitive and volume buyers.
Looking for similar results for your business in Dubai?
Get a free consultation and we’ll show you how to build a system that turns content and ads into predictable sales.
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