Gymshark (urban modesty)
Heavy paid Facebook / Instagram / Google ads campaigns for fitness apparel
Problem
Urban Modesty, a modest fashion brand offering dresses, abayas, hijabs and more, encountered several advertising and conversion challenges:
Broad but unfocused audience targeting — their product catalog (e.g. Dresses & Abayas on Dresses page) spanned many styles and categories, making it difficult to target ads toward the most receptive buyer segments.
High ad spend with low ROAS — due to expensive customer acquisition costs in the fashion space, poor targeting and creative inefficiencies were eating margins.
Weak alignment between ad creative and product pages — many ads drove traffic to generic pages rather than the exact category or product the ad described, leading to drop-offs.
Cross-category funnel leakage — users interested in hijabs, abayas, or modest “sets” might be misrouted within the site, reducing conversions.
Insufficient retargeting & dynamic ad coverage — past visitors or cart abandoners were not systematically retargeted with tailored offers aligned to the items they viewed or categories (e.g. hijabs, maxi dresses).
Solution
Digital & Designs designed a refined paid ads strategy for Urban Modesty to increase efficiency, relevance, and conversion performance.
1. Audience & Campaign Segmentation
Created separate campaigns per product category (e.g. Dresses / Maxi Dresses, Abayas / Open Front Abayas, Hijabs / Shawls) to ensure ad messaging matches category interest (see product categories on site navigation).
Used interest and behavioral targeting (e.g. modest fashion, faith-based clothing, Islamic women’s fashion) to reach relevant audience segments.
Built lookalike audiences derived from high-value past customers to expand reach.
2. Creative & Message Matching
Developed ad creatives tailored to each category (e.g. for abayas featuring open-front styles, for dresses featuring modest designs) with strong value propositions.
Ensured each ad leads to a deep link — category or product page (e.g. dresses, abayas, hijabs) instead of the homepage — to maintain message continuity and reduce friction.
A/B tested visual styles (lifestyle imagery vs flat-product), copy variations (e.g. “Modest & Elegant”, “Faith + Style”), and call-to-actions.
3. Landing Page & Funnel Optimization
Optimized category pages like Abayas and Dresses with clear CTAs, product filters, and trust signals (reviews, policies).
Improved product pages by ensuring fast loading, consistent layout, and highlighted features relevant to ad messages.
Streamlined checkout or “Add to Cart” flow to reduce drop-offs.
4. Retargeting & Dynamic Ads
Deployed retargeting campaigns to users who viewed specific categories or added to cart but didn’t convert.
Used dynamic product ads to show the exact items (or similar ones) the user viewed.
Offered incentives (discounts, free shipping) in retargeted creatives tailored to those categories.
5. Budget Management & Performance Scaling
Started with moderate daily budgets, monitored cost per acquisition (CPA), and scaled campaigns that produced strong return on ad spend (ROAS).
Reallocated budget away from underperforming categories toward campaigns that yielded conversions.
Regularly refreshed creatives and tested new offers (e.g. bundle deals, seasonal promos) to avoid ad fatigue.
Concepts
Here are the core advertising and digital marketing concepts applied in Urban Modesty’s paid ad strategy:
Concept | Application in Urban Modesty Campaign |
Category-Based Campaign Segmentation | Partitioning ad campaigns by product category (e.g. abayas, dresses, hijabs) to maximize relevance and performance. |
Message-to-Page Matching (Deep Linking) | Ensuring that each ad sends users directly to the matching category or product page, minimizing friction. |
Lookalike & Interest Targeting | Expanding reach using lookalike audiences built from high-value converters combined with interest layering around modest fashion. |
Retargeting & Dynamic Product Ads | Showing personalized ads to users based on their previous interaction (e.g. viewed dress → retarget with that item or similar ones). |
Creative Testing & Refresh Rotation | Continual A/B testing of visuals, messaging, and offers to maintain performance and avoid audience fatigue. |
Agile Budget Allocation | Monitoring CPA and ROAS to shift budget in real time toward winning campaigns and creatives. |
More Works
FAQ
01
What budget should we start with?
02
Do you produce creatives?
03
Can you work with our influencer program?
03
How soon to results?
Gymshark (urban modesty)
Heavy paid Facebook / Instagram / Google ads campaigns for fitness apparel
Problem
Urban Modesty, a modest fashion brand offering dresses, abayas, hijabs and more, encountered several advertising and conversion challenges:
Broad but unfocused audience targeting — their product catalog (e.g. Dresses & Abayas on Dresses page) spanned many styles and categories, making it difficult to target ads toward the most receptive buyer segments.
High ad spend with low ROAS — due to expensive customer acquisition costs in the fashion space, poor targeting and creative inefficiencies were eating margins.
Weak alignment between ad creative and product pages — many ads drove traffic to generic pages rather than the exact category or product the ad described, leading to drop-offs.
Cross-category funnel leakage — users interested in hijabs, abayas, or modest “sets” might be misrouted within the site, reducing conversions.
Insufficient retargeting & dynamic ad coverage — past visitors or cart abandoners were not systematically retargeted with tailored offers aligned to the items they viewed or categories (e.g. hijabs, maxi dresses).
Solution
Digital & Designs designed a refined paid ads strategy for Urban Modesty to increase efficiency, relevance, and conversion performance.
1. Audience & Campaign Segmentation
Created separate campaigns per product category (e.g. Dresses / Maxi Dresses, Abayas / Open Front Abayas, Hijabs / Shawls) to ensure ad messaging matches category interest (see product categories on site navigation).
Used interest and behavioral targeting (e.g. modest fashion, faith-based clothing, Islamic women’s fashion) to reach relevant audience segments.
Built lookalike audiences derived from high-value past customers to expand reach.
2. Creative & Message Matching
Developed ad creatives tailored to each category (e.g. for abayas featuring open-front styles, for dresses featuring modest designs) with strong value propositions.
Ensured each ad leads to a deep link — category or product page (e.g. dresses, abayas, hijabs) instead of the homepage — to maintain message continuity and reduce friction.
A/B tested visual styles (lifestyle imagery vs flat-product), copy variations (e.g. “Modest & Elegant”, “Faith + Style”), and call-to-actions.
3. Landing Page & Funnel Optimization
Optimized category pages like Abayas and Dresses with clear CTAs, product filters, and trust signals (reviews, policies).
Improved product pages by ensuring fast loading, consistent layout, and highlighted features relevant to ad messages.
Streamlined checkout or “Add to Cart” flow to reduce drop-offs.
4. Retargeting & Dynamic Ads
Deployed retargeting campaigns to users who viewed specific categories or added to cart but didn’t convert.
Used dynamic product ads to show the exact items (or similar ones) the user viewed.
Offered incentives (discounts, free shipping) in retargeted creatives tailored to those categories.
5. Budget Management & Performance Scaling
Started with moderate daily budgets, monitored cost per acquisition (CPA), and scaled campaigns that produced strong return on ad spend (ROAS).
Reallocated budget away from underperforming categories toward campaigns that yielded conversions.
Regularly refreshed creatives and tested new offers (e.g. bundle deals, seasonal promos) to avoid ad fatigue.
Concepts
Here are the core advertising and digital marketing concepts applied in Urban Modesty’s paid ad strategy:
Concept | Application in Urban Modesty Campaign |
Category-Based Campaign Segmentation | Partitioning ad campaigns by product category (e.g. abayas, dresses, hijabs) to maximize relevance and performance. |
Message-to-Page Matching (Deep Linking) | Ensuring that each ad sends users directly to the matching category or product page, minimizing friction. |
Lookalike & Interest Targeting | Expanding reach using lookalike audiences built from high-value converters combined with interest layering around modest fashion. |
Retargeting & Dynamic Product Ads | Showing personalized ads to users based on their previous interaction (e.g. viewed dress → retarget with that item or similar ones). |
Creative Testing & Refresh Rotation | Continual A/B testing of visuals, messaging, and offers to maintain performance and avoid audience fatigue. |
Agile Budget Allocation | Monitoring CPA and ROAS to shift budget in real time toward winning campaigns and creatives. |
More Works
FAQ
01
What budget should we start with?
02
Do you produce creatives?
03
Can you work with our influencer program?
03
How soon to results?
Gymshark (urban modesty)
Heavy paid Facebook / Instagram / Google ads campaigns for fitness apparel
Problem
Urban Modesty, a modest fashion brand offering dresses, abayas, hijabs and more, encountered several advertising and conversion challenges:
Broad but unfocused audience targeting — their product catalog (e.g. Dresses & Abayas on Dresses page) spanned many styles and categories, making it difficult to target ads toward the most receptive buyer segments.
High ad spend with low ROAS — due to expensive customer acquisition costs in the fashion space, poor targeting and creative inefficiencies were eating margins.
Weak alignment between ad creative and product pages — many ads drove traffic to generic pages rather than the exact category or product the ad described, leading to drop-offs.
Cross-category funnel leakage — users interested in hijabs, abayas, or modest “sets” might be misrouted within the site, reducing conversions.
Insufficient retargeting & dynamic ad coverage — past visitors or cart abandoners were not systematically retargeted with tailored offers aligned to the items they viewed or categories (e.g. hijabs, maxi dresses).
Solution
Digital & Designs designed a refined paid ads strategy for Urban Modesty to increase efficiency, relevance, and conversion performance.
1. Audience & Campaign Segmentation
Created separate campaigns per product category (e.g. Dresses / Maxi Dresses, Abayas / Open Front Abayas, Hijabs / Shawls) to ensure ad messaging matches category interest (see product categories on site navigation).
Used interest and behavioral targeting (e.g. modest fashion, faith-based clothing, Islamic women’s fashion) to reach relevant audience segments.
Built lookalike audiences derived from high-value past customers to expand reach.
2. Creative & Message Matching
Developed ad creatives tailored to each category (e.g. for abayas featuring open-front styles, for dresses featuring modest designs) with strong value propositions.
Ensured each ad leads to a deep link — category or product page (e.g. dresses, abayas, hijabs) instead of the homepage — to maintain message continuity and reduce friction.
A/B tested visual styles (lifestyle imagery vs flat-product), copy variations (e.g. “Modest & Elegant”, “Faith + Style”), and call-to-actions.
3. Landing Page & Funnel Optimization
Optimized category pages like Abayas and Dresses with clear CTAs, product filters, and trust signals (reviews, policies).
Improved product pages by ensuring fast loading, consistent layout, and highlighted features relevant to ad messages.
Streamlined checkout or “Add to Cart” flow to reduce drop-offs.
4. Retargeting & Dynamic Ads
Deployed retargeting campaigns to users who viewed specific categories or added to cart but didn’t convert.
Used dynamic product ads to show the exact items (or similar ones) the user viewed.
Offered incentives (discounts, free shipping) in retargeted creatives tailored to those categories.
5. Budget Management & Performance Scaling
Started with moderate daily budgets, monitored cost per acquisition (CPA), and scaled campaigns that produced strong return on ad spend (ROAS).
Reallocated budget away from underperforming categories toward campaigns that yielded conversions.
Regularly refreshed creatives and tested new offers (e.g. bundle deals, seasonal promos) to avoid ad fatigue.
Concepts
Here are the core advertising and digital marketing concepts applied in Urban Modesty’s paid ad strategy:
Concept | Application in Urban Modesty Campaign |
Category-Based Campaign Segmentation | Partitioning ad campaigns by product category (e.g. abayas, dresses, hijabs) to maximize relevance and performance. |
Message-to-Page Matching (Deep Linking) | Ensuring that each ad sends users directly to the matching category or product page, minimizing friction. |
Lookalike & Interest Targeting | Expanding reach using lookalike audiences built from high-value converters combined with interest layering around modest fashion. |
Retargeting & Dynamic Product Ads | Showing personalized ads to users based on their previous interaction (e.g. viewed dress → retarget with that item or similar ones). |
Creative Testing & Refresh Rotation | Continual A/B testing of visuals, messaging, and offers to maintain performance and avoid audience fatigue. |
Agile Budget Allocation | Monitoring CPA and ROAS to shift budget in real time toward winning campaigns and creatives. |
More Works
FAQ
What budget should we start with?
Do you produce creatives?
Can you work with our influencer program?
How soon to results?