Awareness & engagement
Video views, engagement and reach campaigns built the top of the funnel and generated interest around the Eid collection before a single sale was chased.
Aarong · Eid 2017 · Facebook & Instagram
Aarong turned Eid shopping into an online season — 6,237 products sold at 24.5× ROAS
Eid is when Bangladesh shops in store. Over roughly three and a half months, a phased Facebook funnel — awareness first, conversion second — moved that demand onto Aarong's e-commerce site and grew online sales 71% year over year.
- Role
- Media Planning & Performance Lead
- Market
- Bangladesh
- Channels
- Facebook, Instagram
- Duration
- ~3.5 months, Eid 2017
Results at a glance
24.5×
Return on ad spend
6,237
Products sold online, up 71% year over year
60M
People reached on Facebook
3×
New customers vs. the monthly average
The brand
A heritage fashion house with an untapped digital storefront
Aarong is a flagship fashion and lifestyle brand in Bangladesh, built on craft, heritage and a deep retail footprint. Eid is its single biggest commercial moment — and historically an in-store one.
The brief was to change that behaviour: make e-commerce a genuine revenue channel during the festival peak, with Facebook as the primary engine.
What we set out to do
- Grow site traffic by at least 30%, with 40% or more coming from Facebook
- Double new customer acquisition against the baseline average
- Lift purchases at least 15% over Eid 2016
- Hit a reach-to-engagement ratio of 10%+ overall and 12%+ on remarketing audiences
- Drive 40%+ of total online sales through Facebook conversions
- Put Facebook's newest ad formats and engagement tools to work
The approach
Build the audience first, then convert it
The campaign ran in two deliberate phases. Spending on awareness early kept CPMs manageable later, so the conversion push landed on an audience that already knew the collection.
Conversion push
Budget shifted to retargeting, custom audiences and direct-response creative aimed squarely at purchase.
Creative built around a Mughal theme
- A Mughal-inspired direction rooted in cultural richness and elegance
- Fashion shoots and films built on family bonding and festive mood
- Product tags with Shop Now and Learn More calls to action built into posts
- Facebook Live fashion shows with designer commentary and live Q&A
- Canvas and Instant Experience ads to tell the craftsmanship story in full
Amplification beyond paid reach
- Facebook event invites to launch each new collection drop
- Cross-posting into 16 women's and fashion communities with roughly 1.2 million members
- Selectively seeded PR content to widen awareness
- Teaser campaigns and monsoon-themed remarketing to hold attention between drops
Tracking and optimisation
- Full-funnel pixel events: View Content, Add to Cart, Initiate Checkout, Purchase
- Custom audiences and lookalikes activated mid-campaign
- Daily optimisation against CPA, ROAS, CTR and engagement
- Budget pulled off weak segments and creatives while the campaign was still live
The results
Every target cleared, most of them doubled
| Metric | Result |
|---|---|
| Products sold via e-commerce | 6,237 (+71% YoY) |
| Facebook-driven sales | 2,744 (~44% of total) |
| Website traffic increase | +69% (42% from Facebook) |
| New customers vs. monthly average | 3× increase |
| Growth in online purchases over 2016 | +22% |
| Facebook reach | 60 million |
| Facebook engagements | 9.6 million |
| Reach-to-engagement ratio | 16% (20% remarketing) |
| Return on ad spend | 24.5× |
In a market still sceptical of online shopping, Facebook became a primary commerce driver — not a branding line item.
Mahdi Hasan · Media Planning & Performance Lead
Execution snapshot
How the campaign was run
| Focus | Implementation |
|---|---|
| Audience segments | Cold, warm and retargeting layers |
| Key channels | Facebook, Instagram |
| Creative formats | Canvas, carousel, video, Facebook Live, dynamic product ads |
| Measurement | Meta Pixel, Google Analytics, UTM tracking |
| Optimisation metrics | ROAS, CPA, CTR, reach-to-engagement ratio |
My role
What I owned
- Defined the full-funnel media plan and audience segmentation
- Advised on creative formats and the integration of interactive ad units
- Coordinated tagging, custom audiences and the measurement architecture
- Monitored and optimised live campaign metrics — ROAS, CPA, CTR
- Steered mid-flight budget shifts and scaled the winning segments
- Delivered regular reporting and strategic insight to stakeholders
What I took from it
Key insights
Scale awareness up front
Front-loading reach kept CPMs manageable once the conversion phase started.
Immersive formats pay downstream
Live, Canvas and video drove deeper engagement that showed up later as conversions.
Communities extend reach cheaply
Group seeding and PR content widened awareness well beyond the paid budget.
Optimise aggressively mid-flight
In high-volume seasonal campaigns, budget shifts are where the margin is made.
Measurement precision is leverage
Clean data enabled confident calls; every gap in tracking cost agility.
Where I would take it next
- Test AR try-on experiences and shoppable video
- Integrate cross-channel attribution across search, display and video
- Run multi-touch post-purchase nurture to build loyalty
- Refresh creative more frequently to stay ahead of fatigue
- Experiment with offer structure, urgency messaging and bundling
Why this case matters
Proof that a retail season can move online
Eid 2017 showed that in a market sceptical of e-commerce, performance media could unlock serious growth. Blending brand storytelling with conversion mechanics turned a social platform into a commerce channel — and set the template for every festival campaign that followed.
Client website
www.aarong.com ↗