About The Client
Muvazo, a Delhi-based athleisure wear brand for women and men, was launched by Tanya Aggarwal with a vision to redefine fashion through minimalism, sustainability, and slow fashion. With its commitment to premium, high-quality products, and an elevated style statement, Muvazo targets a wide audience that values comfort, style, and responsible fashion.
The brand’s journey to achieving significant growth metrics is a testament to strategic marketing efforts and creative innovation.
How Muvazo Achieved 83.7% Sales Growth and Sustained 6+ ROAS in 10 Months?
This case study explores the challenges, strategies, and results behind their impressive performance.
The Challenge
Muvazo aimed to establish itself in the competitive fashion & lifestyle market while achieving consistent growth. The brand’s initial hurdles included:
- Market Differentiation: Standing out in a saturated market dominated by well-established competitors.
- Target Audience Engagement: Capturing the interest of a diverse demographic, including customers aged 20 to 40, with varying lifestyle preferences.
- Optimized Campaigns: Balancing campaign spending and achieving a high return on ad spend (ROAS).
Strategies That Delivered Results
Muvazo adopted a multi-faceted approach to drive growth, focusing on the following key areas:
1. Campaign Optimization: Investing in both Meta and Google Ads with a focus on Advantage+ campaigns and influencer content proved essential for achieving sales growth.
- Meta Ads: Leveraged dynamic ad targeting and catalog ads to reach a broader audience. Enhanced CTAs encouraged user action effectively.
- Google Ads: Initiated targeted campaigns with smaller budgets, gradually increasing spending to maximize impact.
- Advantage+ Campaigns: These Meta campaigns improved conversion rates significantly.
2. Creatives: Premium visuals and vibrant designs with minimalistic text significantly impacted user interaction and brand perception.
- High-quality product visuals established a premium feel.
- Vibrant, colorful designs with limited text and bold characters attracted user attention.
- Influencer content featuring co-ord sets with light background music resonated with audiences.
3. Targeting: Identifying the right audience based on interests and age groups enhanced engagement and conversions.
- Focused on interests such as luxury, traveling and key product lines
- Targeted a demographic ranging from early 20s to late 40s, emphasizing style and comfort.
4. Planning and Execution: Strategic planning, competitor analysis, and trend-based optimization drove effective campaign execution and performance
- Competitor analysis and trend tracking informed campaign design.
- Advanced planning for festivals and sales events ensured smooth execution and customer engagement.
- Media plans and creative references shared regularly basis market & competition trends
5. AI-Powered Optimization: Leveraging AI and dynamic ads improved campaign precision and adaptability to user behavior.
- Leveraged AI tools for creative optimization based on user behavior.
- Dynamic ads tailored content and destinations to individual user preferences.
Results: From Metrics to Milestones
1. Meta Ads
- Achieved a remarkable 83.7% sales growth in the last 10 months, far exceeding the ideal growth rate of 15-25%.
- Maintained a consistent ROAS of above 6 MOM, with 24% growth attributed to influencer-driven content.
2. Google Ads
- Launched Google Ads in July, resulting in continuous month-on-month sales growth.
- Achieved 104.9% growth in clicks and 147.4% growth in conversions over the last 5 months.
3. ROAS Performance (Meta)
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Achieved ROAS consistently above 6 MOM with an overall 24% growth rate over the past 10 months
- Maximized ROAS through influencer-driven content, leveraging both local and famous influencers tailored to the campaign’s needs.
4. Meta Transactions
- Saw a 55.3% increase in transactions in 10 months through dynamic ad targeting and enhanced CTAs.
- Successfully pushed catalogs with targeted dynamic ads to encourage user actions.
5. Meta Interest Targeting
- Focused on interest groups such as Luxury, Travelling, and Summer Clothing, which consistently delivered results.
- Audience segmentation helped in refining targeting for optimal performance.
6. Meta Creatives
- High-quality, vibrant, and colorful creatives with minimal text and bold fonts boosted engagement and conversions.
- Influencer content with light background music proved particularly effective for capturing user attention
7. Clicks and Conversions Growth (Google)
- Achieved an impressive 104.92% growth in clicks over the past 5 months, driving higher traffic to the campaigns.
- Recorded a significant 147.4% growth in conversions within the same period, showcasing enhanced campaign effectiveness.
8. Google Campaign Optimization
- Improved optimization scores by adding sitelinks across all campaigns
- Implemented Audience Signals to effectively target potential customers and enhance ROI.
Key Achievements:
Delivered exceptional growth in sales, transactions, clicks, and conversions, consistently exceeding benchmarks and driving significant ROI.
- Achieved 83.7% sales growth in 10 months & 55% in transactions through dynamic ad targeting
- Consistent 6+ ROAS MoM with 24% growth from influencer content.
- Google Ads recorded 104.9% growth in clicks and 147.4% in conversions.
