Case Study

Fabric of Society

Collaborative Thinking and Digital Brand Building

About the brand

Fabric of Society, founded in 2022, merges relaxed luxury with streetwear and next-gen brands, targeting style-savvy women globally. Based in Kuwait, this multi-brand retailer celebrates artisan and eco-conscious designers, offering a curated selection of unique pieces from the latest luxury designer brands.

Having worked with other agencies in the past, they had experienced extremely low conversion rates driven by their activities, necessitating expert intervention to help drive performance improvements across their Google Ads, Social Ads and Email Marketing.

Working collaboratively with their partner agency, we worked to enhance the brand’s presence, and performance online.

The Challenge

The primary challenges we were faced with included:

We weren’t given access to previous campaign activity and ultimately, had to start building our campaigns with no data or insights.
We knew that the activity preciously carried out was driving low on-site conversion rates of 0.06%, so we needed to review the full end-to-end journey from campaigns to the website to ensure we were hitting the mark.
There was a need for a fresh approach to digital marketing, but a nervousness to let go due to previous experiences
Our client, based in the Middle East, required market-specific targeting that sat across multiple languages including Arabic, requiring accuracy and sensitivity.

The Strategy

Initial Audit and Setup

Conducted a comprehensive review of existing ad accounts and email marketing strategies
Set up new campaigns from scratch due to lack of access to the previous agency’s work
Implemented a forecasting system based on previous sales data

Paid Advertising Strategy

The team implemented a more targeted approach to paid advertising:

Set up new Google Ads and META campaigns with a focus and objective on improving conversion rates
Developed geo-targeted campaigns for different markets
Created and tested ads in both English and Arabic to cater to local markets
Implemented a fluid budget allocation strategy, reviewing and adjusting based on performance

Email Marketing Optimisation

While working within the client’s existing email framework, the team:

Redesigned and implemented new email templates
Optimised existing automations and introduced new versions based on performance metrics
Carried out a re-engagement campaign to improve open rates and deliverability
Segmented email lists based on geography for more targeted messaging

The Results

Improved conversion rate by 352% YoY
642% increase in sales YoY
116% increase in sales vs the previous highest sales month
586% increase in orders YoY
Decreased sessions by 67% – replaced bad traffic with good traffic

Looking for results like these?

“DO digital marketing has opened up global reach for my business and found and expanded on new and existing markets. Before Do Digital Marketing I was trying and experimenting with digital marketing myself which was a waste of money. It is complex, you need an expert in the field that is passionate, experienced and talented in their field which this company is."