Huesfab is a premium men’s fashion label offering contemporary ethnicwear, partywear, and casual fits tailored for today’s confident Indian man. From embroidered kurtas to urban jackets and co-ord sets, the brand needed more than just good designs—they needed performance to match their product quality.
I came on board to revamp the Meta Ads strategy, assist their internal design team, and scale conversions profitably across India while building a stronger digital storefront.
Despite having a trendy and quality-focused catalog, Huesfab struggled with low ad returns and lack of structured ad management. Key roadblocks:
- ROAS was stuck at 1.5X—barely breaking even after ad spends
- Ad creatives lacked clear hooks & structure, leading to poor click-through
- No consistent creative direction for carousels or CTAs
- Broad, untargeted audiences leading to low-intent traffic
My primary focus: drive high-quality purchases through Meta Ads and support the creative team with a consistent performance-first approach.
The strategy was structured in 3 pillars:
🔍 Audience Refinement
- Segmented by product interest (Kurtas, Co-ord Sets, Winterwear)
- Retargeting past website visitors, Instagram engagers & cart abandoners
- Lookalike audiences from top buyers + 180-day video viewers
🎯 Campaign Types
- Sales Conversion Campaigns (Website & App)
- Pmax (for catalog-based dynamic performance)
- DABA (Dynamic Ads for Broad Audiences)
- Festive & Drop Launch Campaigns (Diwali, Eid, Winter Drops)
📈 Bidding Strategy
- Used “Maximize Conversions” to allow Meta to auto-optimize
- Split testing budgets weekly based on performance
- Manual scaling once ROAS passed 3.5X+
To ensure scroll-stopping visuals, I worked closely with Huesfab’s in-house design team. I provided weekly briefs outlining the kind of content that converts. Some examples:
- “Not Your Average Kurta”
- “Outfit Goals? Sorted.”
- “This Festive Drop is Straight Fire 🔥”
- “Why blend in, when you were born to stand out?”
- Slide 1: Hook Text + Model Wearing Product
- Slide 2-3: Close-up of Fabric / Fit Details
- Slide 4: UGC or Lifestyle Model Wearing in Real Scene
- Slide 5: CTA – “Tap to Shop” / “Limited Stock Left”
- Use contrast backgrounds to make product pop
- Add price/offer overlay only on final frame
- Short-form reels with “GRWM”, “From Mehendi to After Party” vibes
- Reels with trending audio + quick cuts
- Launched fresh ad sets weekly, paused underperformers every 3 days
- Set up dedicated landing pages for festive collections & trending styles
- Built bundling offers (e.g. “Buy 2 Kurtas, Get 10% Off”) & created ad angles around those
- Regular check-ins on frequency to avoid creative fatigue
- Leveraged festive & seasonal spikes with countdown ads + urgency-based copy
📈 ROAS Grew from 1.5X to 5.2X in 6 Months
🛍️ Consistent Daily Orders with Lower CAC
📣 CTR improved by 3X after new creatives
🎯 Best-selling SKU sold out within 14 days post campaign launch
📊 80% of revenue now attributed to paid Meta traffic