The Challenge

As an established offline couture label, Payal Jain had no prior digital advertising presence. Their transition to digital needed to build buzz for the Enchanted Forest collection launch while avoiding junk impressions, low-quality engagement, and weak recall from generic upper-funnel campaigns.

The Strategy & Execution

• Scale with precision: Launched top-funnel Meta campaigns centered on Reach and Traffic, tuned for real visibility and premium-audience alignment.
• Optimize for attention: Built and tested audience cohorts in short bursts, then scaled the highest ad-recall segment.
• Frequency-driven lift: Increased controlled frequency to 4.5x for the winning audience to deepen brand imprint while maintaining relevance.
• Creative slicing by funnel stage: Cinematic teasers for awareness, fashion week moments and commentary for engagement, and traffic-focused social handle pushes.