Monrougir Case Study
Target Market: India 🇮🇳
How We Scaled Monrougir to 6.33x ROAS with Meta Ads — Fashion Ecommerce Case Study
Monrougir is an online fashion store selling men's and women's clothing, jackets, dresses, watches, and accessories. When they approached Digital Global Branding, they faced three core challenges: low return on ad spend (ROAS), high cost-per-purchase, and difficulty reaching their ideal audience at scale on Meta.
Between February 13 and May 10, 2024, we ran nine Meta Ads campaigns across Facebook and Instagram. The result: 6.33x average ROAS on ₹1,80,894 in ad spend, 215 confirmed website purchases, 1,036,911 unique users reached, and over 1.3 million impressions generated.
6.33x
ROAS
215
Purchases
1,036,911
Reach
₹11,44,843
Revenue
Client Overview
Brand: Monrougir
Industry: Ecommerce — Fashion & Apparel
Target Market: Style-conscious men and women in India's major urban centres
Platform: Meta Ads (Facebook & Instagram)
Campaign Duration: 13 February 2024 – 10 May 2024
The Problem We Were Hired to Solve
Before Digital Global Branding stepped in, Monrougir's Meta campaigns were generating inconsistent results. Three pain points:
1. Low ROAS: Ad spend was not converting to proportional revenue. Without systematic A/B testing and creative iteration, every rupee was working at partial efficiency.
2. High cost-per-purchase: Without proper audience segmentation, campaigns were reaching users who browsed but didn't buy, driving up CPP without driving up revenue.
3. Unpredictable seasonal performance: Fashion is a seasonality-driven vertical. Without a campaign structure built around product launches and seasonal demand curves, peaks were being missed.
Our Meta Ads Strategy for Monrougir
Campaign Architecture
Three campaign objectives ran in tandem:
• Catalogue Sales Campaigns: Dynamically pulled Monrougir's product feed, serving the most relevant SKUs to each user based on browsing behaviour and purchase intent signals.
• Video Campaigns: Showed products in motion — how a jacket fits, how a dress moves. The 'Off Shoulder Dress | Video' campaign proved this, achieving a 7.05x ROAS.
• Brand Awareness Campaigns: Expanded the top of the funnel to ensure a continuous pipeline of new audiences entering the retargeting ecosystem.
Audience Strategy
Three audience layers ran simultaneously:
• Interest-Based Audiences: Targeted users engaged with fashion content, lifestyle pages, competitor brands, and trend-forward media.
• Lookalike Audiences: Built from Monrougir's own purchaser data — the most profitable audience pool available to any ecommerce brand.
• Geo-Targeting: Concentrated spend in Tier 1 and high-intent Tier 2 cities.
Creative Execution
• High-resolution catalogue images for carousel ads
• Short-form video content for dress campaigns to demonstrate fit and movement
• Seasonal promotional creatives tied to specific offer windows
• Copy frameworks addressing objections (sizing, delivery, returns) directly in the ad
Optimization Protocol
Monitored ROAS and cost-per-purchase on a rolling 3-day basis. Paused underperforming ad sets. Reinvested budget into proven winners.
Campaign Results — Full Data Breakdown
Campaign Period: 13 February 2024 – 10 May 2024
Total Ad Spend: ₹1,80,894.36
Total Purchases: 215
Average Cost Per Purchase: ₹1,031.56
Total Revenue Generated: ₹11,44,843
Average ROAS: 6.33x
Total Reach: 1,036,911 unique users
Total Impressions: 1,316,911
Key Insights from This Campaign
1. Video Ads Outperform Static at the Product Level
Two of the three highest-ROAS campaigns were video-led. 'Off Shoulder Dress | Video' achieved 7.05x ROAS and 'Men Denim Jacket | Video Sales' delivered 6.71x. When a fashion product has a visual story — movement, texture, styling — video consistently outperforms static catalogue images.
2. Jackets Are a High-Intent Category
Men Jackets Sales delivered the highest ROAS at 7.51x. Ladies Jacket Catalogue came second at 7.27x. Jackets carry a higher price point and higher purchase intent — buyers have typically already decided to buy before they click.
3. Volume and Value Are Not the Same Metric
Wrist Watches delivered the lowest cost per purchase at ₹527.43 — nearly half the account average. Optimising purely for volume or purely for ROAS gives a distorted picture. Track both against your average order value.
4. A 6.33x ROAS on ₹1.8 Lakh Spend Is a Repeatable System, Not a Lucky Month
Across nine campaigns covering diverse product categories, audiences, and creative formats, the average ROAS held at 6.33x. No campaign went negative. The worst performer (Women Sleeveless Dress at 4.92x) still returned almost 5 rupees for every rupee spent.
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