META ADS CASE STUDY
BRAND: THRYVE

Full-Funnel Performance Marketing Campaign

Industry: Fashion & Apparel
Market: Pakistan
Business Model: Direct-to-Consumer (DTC) E-commerce
Campaign Duration: 30 Days
Platform: Meta Ads — Facebook & Instagram

01. BRAND OVERVIEW

Thryve is a Pakistan-based contemporary clothing apparel brand focused on stylish, comfortable, and high-quality clothing for modern consumers.

The brand targets young, fashion-conscious consumers who discover and shop for clothing through digital channels. With social media playing an important role in fashion discovery, Thryve aimed to use Meta Ads as a scalable customer acquisition channel.

Target Market: Pakistan
Primary Audience: 18–35
Sales Channel: E-commerce Website
Primary Marketing Channel: Meta Ads

02. BUSINESS GOAL

Thryve's primary objective was to establish a scalable customer acquisition system capable of generating consistent online sales.

Key Business Goals:

• Increase online purchases

• Acquire new customers across Pakistan

• Build awareness among young fashion-conscious consumers

• Generate profitable revenue through Meta Ads

• Establish a scalable advertising system for future growth

Primary Goal:

Drive profitable online sales while building a repeatable customer acquisition engine.

03. AUDIENCE RESEARCH

The target audience was segmented according to their level of awareness and interaction with the brand.

-TOFU: Top of Funnel

Cold Audience

People who had never interacted with Thryve.

Audience characteristics:

• Ages 18–35

• Based across Pakistan

• Fashion-conscious consumers

• Online shoppers

• Interested in clothing, fashion and lifestyle

Mindset:
"I don't know this brand yet."

-MOFU: Middle of Funnel

Warm Audience

People who had already interacted with Thryve but had not purchased.

Audiences included:

• Instagram engagers

• Facebook engagers

• Video viewers

• Website visitors

• Product viewers

Mindset:
"This brand looks interesting, but should I buy?"

-BOFU: Bottom of Funnel

Hot Audience

Users showing strong purchase intent.

Audiences included:

• Add-to-Cart users

• Initiate Checkout users

• Recent product viewers

• High-intent website visitors

Existing purchasers were excluded from acquisition campaigns.

Mindset:
"I like the product. I just need a reason to buy."

04. FUNNEL STRATEGY

The campaign followed a full-funnel customer journey:

TOFU → MOFU → BOFU

-TOFU: Awareness

Focus:

• Brand discovery

• Product awareness

• Scroll-stopping creatives

• Lifestyle content

• Reels and video

Goal: Generate new potential customers.

↓

-MOFU: Consideration

Focus:

• Product quality

• Product benefits

• Customer reviews

• Social proof

• Product demonstrations

Goal: Build trust and increase purchase consideration.

↓

-BOFU: Conversion

Focus:

• Product reminders

• Testimonials

• Offers

• Urgency

• Strong CTAs

Goal: Convert high-intent users into customers.

05. META CAMPAIGN STRUCTURE

The account was structured around the customer journey.

Campaign 01: Prospecting

Funnel: TOFU
Objective: Sales

Ad Sets:

• Broad Audience

• Interest-Based Audience

• Lookalike Audience

Creative Formats:

• Reels

• Lifestyle videos

• Product images

• Carousel ads

• UGC-style content

Campaign 02: Consideration

Funnel: MOFU
Objective: Sales

Audiences:

• Website visitors

• Instagram engagers

• Facebook engagers

• Video viewers

• Product viewers

Creative Focus:

• Product quality

• Reviews

• Benefits

• Social proof

• Best sellers

Campaign 03: Retargeting

Funnel: BOFU
Objective: Sales
Audiences:

• Product viewers

• Add to Cart

• Initiate Checkout

Creative Focus:

• Product reminders

• Offers

• Testimonials

• Urgency

• Strong CTAs

Budget Allocation:

70% TOFU | 20% MOFU | 10% BOFU

06. CREATIVE STRATEGY

The creative strategy was built around:

ATTENTION → TRUST → CONVERSION

TOFU Creatives

Designed to stop users from scrolling.

• Lifestyle videos

• Fashion Reels

• Product photography

• UGC-style videos

• Outfit styling content

Example Hook:
"Your wardrobe deserves better than basic."

MOFU Creatives

Designed to educate and build trust.

• Product demonstrations

• Fabric close-ups

• Customer reviews

• Testimonials

• Carousel product showcases

Example Message:
"Designed for everyday comfort. Made to stand out."

BOFU Creatives

Designed to create the final push toward purchase.

• Dynamic product ads

• Product reminders

• Best-seller ads

• Limited-time offers

• Testimonial creatives

Example Message:
"Still thinking about it? Your Thryve favourites are waiting."

07. TRACKING SETUP

A complete conversion tracking system was implemented to measure the customer journey from advertisement to purchase.

Tracking Infrastructure

Meta Pixel + Conversions API

Key Events

PageView → ViewContent → AddToCart → InitiateCheckout → Purchase

This data was used to:

• Measure conversions

• Build custom audiences

• Create retargeting campaigns

• Optimize campaigns for purchases

• Analyze customer drop-off

• Improve advertising efficiency

Custom Audiences

• Website Visitors — 30 days

• Product Viewers — 14 days

• Add to Cart — 14 days

• Initiate Checkout — 14 days

• Instagram Engagers — 30 days

• Video Viewers — 30 days

08. CAMPAIGN PERFORMANCE

30-Day Performance Snapshot

MetricResultAd SpendPKR 150,000RevenuePKR 742,000ROAS4.95xPurchases515Cost per PurchasePKR 291Impressions1,240,000Reach487,000Link Clicks24,800CTR2.00%CPCPKR 6.05CPMPKR 121Landing Page Views21,300Add to Cart1,420Initiate Checkout830Average Order ValuePKR 1,441

Conversion Funnel

21,300 Landing Page Views
↓
1,420 Add to Carts
↓
830 Initiate Checkouts
↓
515 Purchases

09. OPTIMIZATION STRATEGY

Campaign performance was continuously analyzed to identify opportunities for improving efficiency and scaling winning combinations.

Creative Optimization

• Paused consistently underperforming creatives

• Increased spend on winning creatives

• Tested new hooks and opening frames

• Tested lifestyle vs. product-focused content

• Introduced UGC-style creatives

• Rotated creatives to prevent fatigue

Audience Optimization

• Compared broad vs. interest-based targeting

• Analyzed CPA and ROAS by audience

• Reduced spend on weak-performing segments

• Expanded successful audiences

• Built lookalikes from conversion data

• Excluded existing purchasers

Budget Optimization

Budget was gradually shifted toward campaigns and ad sets generating stronger purchase volume and ROAS.

Analyze → Test → Identify Winners → Reallocate → Scale → Repeat

Retargeting Optimization

Messaging was adjusted according to purchase intent:

Product View → Add to Cart → Initiate Checkout → Purchase

Users closer to conversion received stronger purchase-focused messaging.

Landing Page Optimization

Potential conversion bottlenecks were monitored beyond Meta Ads, including:

• Product presentation

• Page speed

• Product descriptions

• Size information

• Reviews

• Shipping information

• Checkout experience

10. KEY TAKEAWAYS

The Thryve campaign demonstrated how a structured full-funnel Meta Ads strategy can connect audience research, creative testing, conversion tracking, retargeting, and continuous optimization into one acquisition system.

Key Strategic Principles

1. Don't treat every audience the same.
Messaging should change according to customer awareness.

2. Creative is a major performance lever.
Testing multiple concepts provides more opportunities to identify winning angles.

3. Tracking drives optimization.
Reliable conversion data allows better decisions and stronger retargeting.

4. Scale what works.
Budget should gradually move toward campaigns, audiences, and creatives producing stronger results.

5. Optimization is continuous.
Launching the campaign is only the beginning—the real work happens through analysis, testing, and iteration.

FINAL RESULT:

Through a full-funnel Meta Ads strategy, Thryve's campaign was designed to move users from:

DISCOVERY → CONSIDERATION → PURCHASE

The simulated 30-day campaign generated:

-PKR 742,000 Revenue

-4.95x ROAS

-515 Purchases

-PKR 291 Cost per Purchase