SOCIAL MEDIA STRATGEY BRAND: MILLENNIAL BY RAFIA

The 3 tier marketing Funnel – 3X Scaling

Timeline: March 9 – March 26

The Niche: Vintage Aesthetics, Urdu Poetry, & Old-School Stationery

The Strategy: A Tri-Phase Objective Funnel (Traffic → Engagement → Sales)

The Core Concept: "The Modern Nostalgic"

While most brands focus on “new and trendy,” Millennial by Rafia targets the Millennial soul. My strategy was to leverage the deep emotional connection our audience has with Urdu literature and vintage vibes to drive high-intent conversions on a lean budget.

The Three-Phase Execution

To maximize my PKR 450–650 daily budget, I ran three distinct Meta objectives simultaneously to move users through a complete journey:

PHASE 1 (TRAFFIC)

  • The Hook: Using “The Lost Charm of Eid” and “Aesthetic Journals” as visual magnets.

  • The Result: Achieved a cost-per-visit as low as PKR 1.57 and 50+ Followers on Instagram.

  • The Logic: Built a massive “Warm Audience” of people who resonate with the vintage aesthetic without high upfront costs.

TRAFFIC AD CREATIVE

TRAFFIC AD CREATIVE

PHASE 2 (conversion/engagement)

    • The Hook: “Yaadein” (Memories) themed campaigns.

    • The Result: 140+ Messaging Conversations started.

    • The Logic: In our culture, personalized selling through DM builds trust. I used poetry-driven captions to spark conversations, turning “scrollers” into “community members.”

ENGAGEMENT AD CREATIVE

ENGAGEMENT AD CREATIVE

PHASE 3 (sales)

  • The Hook: Highlighting the “Purana Zamana Postcards.”

  • The Result: 46 Add-to-Carts and 19 Initiated Checkouts, resulting in PKR 34,635.50 in net sales.

  • The Logic: Retargeting those who engaged with our “Old School” content with a direct call-to-action to own a piece of that nostalgia.

Phase 4: Scaling into "Intent-Based" Search

Having saturated the discovery phase on Meta with 34,000+ views, I drafted an ‘APRIL SALES’ Google Search Campaign to capture high-intent buyers already searching for aesthetic stationery.

The Google Ads Strategy (Pre-Launch Analysis)

  • Campaign Objective: Sales / Purchases.

  • Targeting Logic: Transitioning from “Passive Scrolling” (Meta) to “Active Searching” (Google).

  • Optimization Score: 98.6% (Proves advanced technical setup and keyword relevance).

  • Projected Efficiency: Set to achieve an average conversion value/cost of 20.03% right out of the gate.

CAMPAIGN HIGHLIGHTS

0

VIEWS

 High-velocity awareness in the “Vintage/Poetry” niche.

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IMPRESSIONS

Multi-touch visibility; the brand was seen repeatedly by the target audience.

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REACH

High visibility in the “Vintage/Poetry” niche.

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ADD TO CART

 Shows the product-market fit for aesthetic stationery.

MetricResultThe “Story” Behind the Number
New Discovery34,700+ Views57.8% of these views came from non-followers. This proves the strategy successfully “broke the bubble” and found a massive new audience of Urdu literature and vintage lovers.
Engagement140+ ConversationsBeyond just “likes,” we generated 140+ direct inquiries via Meta Messaging. In a niche like nostalgic stationery, these “Yaadein-driven” conversations are the bridge to high-intent sales.
Direct RevenuePKR 34000From a lean daily budget (PKR 450–650), we converted interest into 46 Add-to-Carts and over PKR 34k in net sales, achieving a 3X ROAS (Return on Ad Spend).

AD CREATIVES

ENGAGEMENT AD CREATIVE

SALES AD CREATIVE

TRAFFIC AD CREATIVE

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