We helped an ethical fashion brand go from 1.9x ROAS to 4.36x ROAS through Meta Ads
Overview
The Problem
Our Solution
The Results
This ethical fashion label wanted to challenge the notion that luxury items had to be inherently unsustainable and unethical. They approached us to help increase their sales and revenue through meta ads, after having tried and failed to do so themselves.
Their previous campaigns never broke past a 2x ROAS (we aim for a minimum of 3x). Given they had a sufficient budget, this was clearly a strategy problem: they were copying tactics from conventional brands instead of leaning into their own story. For any ethical brand, simply spending money to “run ads” isn’t enough, the messaging has to connect deeply with values-driven customers.
Before we even touch ads, we have to understand the brand we’re working with. We started with a full audit of their website, brand, and culture, to understand who they were and who they weren’t. From there, we designed a bespoke funnel strategy that:
Integrated brand storytelling at every stage of the funnel
Introduced Instagram story ads and DPAs (Dynamic Product Ads)
Built middle- and bottom-funnel retargeting, including their email list
Tested and iterated aggressively across lookalike and custom audiences
Within four days of our strategy session, we launched a full-funnel campaign. Results followed quickly:
2.5x ROAS within 2 weeks
4.36x ROAS average by week 4
Meta ads do work, but only when the strategy is built for your brand, not copied from someone else.
