Case: Premium Lingerie

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RU

UKR

Meta Ads | Fashion E-commerce | NDA Client

ROAS

6,5

Monthly budget

$30-35К

Total budget

$180К

NDA Lingerie Brand

From a single market to multi-geo: ROAS doubled and budget scaled up threefold in one year

Scroll down to see how we achieved this result

Meta Ads | Fashion E-commerce | NDA Client

ROAS

6,5

Monthly budget

$30-35К

Total budget

$180К

NDA Lingerie Brand

From a single market to multi-geo: ROAS doubled and budget scaled up threefold in one year

Scroll down to see how we achieved this result

About the client

A premium lingerie brand on Shopify. Average order value: $120. Before working with us, the client was already running ads on Meta—but only in a single market, with a budget of $5–7K per month and an ROAS of around 3. The cost per order remained at $30–40.
The brand had a strong product and a loyal audience, but couldn’t seem to make any headway: the advertising system wasn’t built for scale, there was no expansion into new markets, and seasonal dips weren’t being offset in any way.

Goals and Objectives

#1
Stabilize and scale sales in European markets

#2
Enter the U.S. market with a tailored strategy

#3
Build a system that generates sales both during and outside of peak season

#4
Increase repeat purchases and LTV among the current audience

What we did

Funnel restructuring. We completely overhauled the structure of cold traffic, offers, and campaign logic. We divided the traffic into cold, warm, and retargeting audiences—each stage received its own messaging and offer. We eliminated everything that was draining the budget without delivering results.

Seasonal vs. non-seasonal. We developed a strategy that enables the brand to maintain consistent sales regardless of the season—by rotating offers, formats, and audience segments

Handling repeat purchases. We found that the audience typically makes a second purchase about 90 days after the first. At that point, we launched an intensified campaign via Facebook retargeting, which consistently increased LTV and customer profitability.

Audience segmentation. We went beyond standard targeting and launched separate campaigns for niche segments: bachelorette parties, the LGBTQ+ community, and pole dancers. Each segment received its own offer and visuals.

Gift cards for men. One of the project’s key insights was the launch of gift card campaigns targeting a male audience. This segment performed very well and became one of the brand’s most stable sources of revenue

Website redesign. Working with the team, we redesigned the site almost from scratch—based on customer journey analytics, heat maps, and session data from Microsoft Clarity. The goal was to gain a deep understanding of the female audience’s behavior and remove barriers to purchase.

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The main formats were user-generated content (UGC) and professionally shot videos. The finished content was tailored to specific segments and stages of the sales funnel: each segment received its own offer, rather than a one-size-fits-all creative. It was precisely this targeted approach to communication that led to a significant increase in effectiveness.

Results

Over the course of 12 months, the brand evolved from a single market with inconsistent results into a scalable multi-geo system. The monthly budget grew from $10K to $30–35K—and this scaling was managed effectively, without any loss of efficiency. ROAS increased from 3 to 6.5. In total, over $180K of the budget was spent through the advertising system during this period.

The brand entered the U.S. market, stabilized European sales, and established a functioning repeat purchase system tied to the audience’s behavioral patterns.

ROAS

NUMBER OF MARKETS

BUDGET/MONTH

6.5

was 3
Europe+USA

was 1
$30-35К

was $10К

NUMBER OF MARKETS

ROAS

BUDGET/MONTH

was 3

was 1

6.5

Europe+USA

$30-35К

was $10К

“

In the premium lingerie niche, success isn’t determined by who runs the most ads, but by who establishes consistent, high-frequency communication with each segment individually. The audience here is omnichannel and requires targeted offerings: bachelorette parties, gifts from a partner, and self-treats—these are different buyers with different triggers. The Russian-speaking segment deserves special mention—an underrated audience that, with the right communication, generates a steady stream of orders.