Launching a UK fashion brand from zero — a full-funnel plan that compounds.
Client overview
A UK fashion brand came to market with no ad history, no audiences and no campaign structure. Zali Digital built its Meta Ads account from scratch — a full-funnel framework, creative matched to each stage and a gradual scaling plan — across £156,094.21 of spend.
The challenge
Launching with nothing meant every part of paid acquisition had to be built:
Started from zero. No past data, audience insights or ad infrastructure.
No audience in the funnel. Awareness, consideration and conversion audiences had to be created.
No campaign structure. Prospecting, retargeting and retention all needed a plan.
Content alignment. Creative had to be developed for each stage of the journey.
Budget and scaling plan. Spend had to grow without breaking returns.
Business objectives
Build a profitable Meta Ads account from day one.
Create audiences at every stage of the funnel.
Scale spend while keeping returns consistent.
Strategy & execution
TOF awareness, MOF consideration and BOF conversion, each with precise targeting.
Storytelling, video and UGC at the top; product education in the middle; urgency offers to close.
Broad testing first, then refined targeting from engagement data.
Budget increased step by step to keep returns steady.
Results & growth
6.24 average purchase ROAS across the full £156,094.21, as reported by Ads Manager.
Best line: 34.56 ROAS on £471.87 spend; next lines 28.13 and 23.44 ROAS at £3.14 and £3.70 per purchase.
An engaged audience built from zero for long-term scaling.
Campaign evidence
Meta Ads Manager export, Jan 2022 — Feb 2025: amount spent, results, purchase ROAS and cost per result. Total spent £156,094.21; average purchase ROAS 6.24. No account names or IDs are shown. Click to open full size.
Key growth drivers
Structure before spend. A full funnel existed before budgets were raised.
Creative for every stage. Each audience saw content built for where it was in the journey.
Patient scaling. Gradual increases protected returns as spend grew.
Final takeaway
"When there is no data, the funnel and the content plan are the strategy. A structured launch compounds from day one."
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