MOLODO.ME: systematic sales for a silk-accessories brand

MOLODO.ME is a brand of natural-silk accessories of its own production. By agreement with the client we do not disclose the exact budget and revenue figures, but we can show the approach and relative metrics.

Task

Increase sales with the best return on invested funds. At the start the client wanted to run ads to Direct messages, with the sale happening there too.

Our solution

Already in the first tests we saw that the cost per message was too high and there were few purchases from Direct. So after a few days of testing hypotheses we fully switched the focus to the website — it became the main sales channel: website campaigns came out cheaper, delivered sales right away and let us track the payback of every hryvnia invested every day.

• We split the budget between cold traffic (new audience) and retargeting with a minimal budget and a more attractive offer for those who didn’t buy on the first touch.
• We built a LAL audience based on the database of website buyers — as loyal and solvent as possible, which raised the conversion to purchase.

Service

For the client’s convenience we kept daily reporting (accounting for margin, with profit and ROAS calculations) and a monthly report with full data: payback, profit, best creatives and audiences, buyer demographics.

Result

The pairing we found started bringing steady daily sales. In relative terms: the average ROAS held around ~4.5 — i.e. every hryvnia invested in ads returned roughly 4–5×, and Meta became the brand’s main sales source. The exact amounts are under NDA, but the dynamics let us confidently plan scaling.