VARA23

The Challenge

Between October 2025 and January 2026, the four months before the campaign, VARA23 faced three compounding problems.

• Only 8 orders in four months, with a 50% cancellation rate.
• Average order value of AED 475 with no upward trajectory.
• Zero sales through social media, despite an audience on Instagram and Facebook.

The Approach

The brand had a product worth selling and no pipeline to sell through. Belvedere launched targeted Facebook and Instagram campaigns on February 14, 2026, focused on lead generation through WhatsApp and Messenger conversations. Rather than passive awareness objectives, the strategy centred on one-to-one conversations with prospective buyers.

The Turning Point: The Ramadan Campaign

The February 17 campaign became the defining moment. Timed to peak Ramadan shopping behaviour, it generated 212 leads at AED 9.67 per lead, well below the industry benchmark of AED 20–30 for messaging objectives. That single campaign accounted for roughly 60% of all leads across the three months.

Its success was attributed to two factors: cultural timing and strong creative-audience alignment.

Results by the Numbers

Over three months and AED 5,890 in total ad spend, the campaigns delivered 373 qualified WhatsApp and Messenger leads. February was the standout month, March stabilised after Ramadan, and April held steady, showing predictable, consistent delivery.

Business Impact

Store backend data shows the fuller story. The largest order the store had ever received, AED 1,840, was placed on February 27, less than two weeks after launch. The cancellation rate fell from 50% to 17%, indicating the campaign reached a more genuinely interested audience.

Key Milestones

• February 14: campaign launch; order frequency surged within days.
• February 27: largest-ever single order, AED 1,840.
• First Instagram-attributed sale recorded (Order #989603).
• Cancellation rate dropped from 50% to 17%.
• AED 5,890 in ad spend generated 373 conversations and 212,875 impressions.

Key Learnings

• Seasonal timing is a multiplier: the Ramadan campaign cut cost per lead by more than half versus post-Ramadan. Plan around Eid, Ramadan and other high-intent moments.
• Messaging-led campaigns suit this category: WhatsApp and Messenger allow personalisation and trust-building that static ads cannot.
• Paid social improves lead quality, not just volume.
• The pipeline is built; conversion is the next step. With 373 warm leads and a retargeting pool of 103,400 engaged users, the opportunity is structured sales follow-up and fast lead response.

Conclusion

In three months, Belvedere gave VARA23 something it had never had: a functioning digital sales pipeline. The campaigns introduced Instagram as a revenue channel, drove the store’s largest-ever order and improved the quality of incoming buyers, at a cost per lead that consistently beat industry benchmarks.