Performance ads, SEO and conversion work that returned 3–4x on ad spend and lifted email capture above 20% for a homegrown Singapore fashion label.

A fashion label that sells a broad, frequently refreshed range online has a particular paid-media problem: there is always something new to show, but every new drop has to find its buyers again from scratch. Shoppers browse fashion casually. They scroll, save, open a product page, compare it with two other tabs and leave — often meaning to come back and rarely doing so. Without a way to keep the conversation going, most of the traffic a campaign pays for disappears after one visit. The auction makes that expensive. Local labels, regional marketplaces and global fast-fashion players all bid on the same style interests and the same generic searches, so the cost of reaching a new shopper rises season after season. A store that relies on converting a stranger on the first visit, and has no owned channel to reach that stranger again for free, ends up paying for the same customer over and over. The opportunity was to turn paid traffic into two things at once: orders now, and an audience the brand owns for every collection after this one.

Make paid media profitable while building an owned audience the label could sell to without paying the auction every time. Success was measured in sales terms, not impressions: a return on ad spend strong enough to scale budget with confidence; a store that converted a healthier share of the visitors the campaigns were paying for; and a high rate of email capture, so that a large share of the shoppers who did not buy on the first visit could still be reached for the next drop, the next restock and the next seasonal moment. The three were planned as one system — acquisition brings shoppers in, conversion turns more of them into orders, and capture keeps the rest within reach.

We ran performance campaigns across Meta and Google Shopping and Search, giving each channel a distinct job. Meta carried discovery — new arrivals and hero pieces shown styled and on real wearers, with creative refreshed in step with each drop so the feed never went stale. Shopping and Search captured existing demand: shoppers searching for the label by name, and for the specific pieces and occasions it is known for, where the task is to be present and be the shortest route to the right product. The product feed and campaign structure were managed continuously, so budget followed the styles and sizes that were in stock and selling rather than being spread thinly across the whole catalogue. Retargeting ran against product viewers and cart abandoners, bringing back the shoppers who had shown clear interest but not yet committed.

Alongside the paid work we built out SEO for the branded and category searches the label should own, so a steady share of high-intent shoppers arrived with no media cost attached. On site, we worked through website and conversion optimisation: product pages that answered fit, fabric and styling questions up front, delivery and exchange terms surfaced before checkout instead of at the last step, and friction removed from the bag and payment flow where orders were being lost. Email capture was designed into the journey rather than bolted on — sign-up points placed where shoppers were already engaged, tied to new-arrival and restock alerts that gave a real reason to subscribe — and lifecycle email and retargeting sequences then brought those subscribers back for each new collection.

Over six to seven months the campaigns returned 3–4x on ad spend, the store converted between 2.5% and 3% of visitors, and email capture rose above 20% — a paid channel that pays back several times its cost while building an audience the label owns and can reach again with every drop.

See the rest of our client work on the case studies page.