Wardrobe By Syra: four campaigns, four objectives, one audience.

Wardrobe By Syra is a Bangladeshi fashion brand. I ran four distinct campaigns for them across the 2024–2025 Eid seasons: two click-to-Messenger campaigns, one website conversion campaign, and one organic creative push. They're on one page because they're the same client and the same market, and because the interesting thing is how differently the four objectives behaved on the same audience.

The four campaigns at a glance

Total paid spend across the three paid campaigns was $797.69. The reel was organic.

01 · Eid ul Adha: 12,813 conversations at $0.04

The objective was to maximise Eid orders through a message-driven campaign aimed at Bangladeshi women who prefer to order in Messenger rather than on a website.

• Seven ad sets against high-intent segments: Lookalike (3s video viewers), Instagram engaged audience, April website/buyer audience, Lookalike (365-day engagement), Advantage+ audience, and test sets
• 37 unique creatives with Eid-themed visuals and captions
• Optimised entirely for message conversions, not website traffic
• Daily checks, moving budget away from underperforming ad sets

Creatives emphasised urgency ("Order before Eid!"), collection previews and conversational CTAs. The top ad set was Advantage+ Audience at 3,190 conversations at $0.04 each. Lookalike (365 days) and Instagram Engaged also came in under $0.05. What worked best was simple: product images with clear pricing and a direct message CTA, not lifestyle photography, not clever copy.

Final campaign figures: 12,813 message conversions, $576.51 spend, 514,208 reach, 2,182,292 impressions.

02 · Eid message test: $0.02 on the best ad set

A smaller, tighter campaign run alongside the main Eid push, designed as a focused test of message conversion efficiency with a reduced creative set.

• Four ad sets: Advantage+ Audience, Page Engaged, Lookalike (3s video viewers), Lookalike (365-day engagement)
• 16 creatives with varied visuals, hooks and CTA styles
• A/B tested and tracked on cost per result, reach and impressions

The best ad set was Lookalike (3s video viewers) at $0.02 per message on 151K reach. All four ad sets stayed under $0.04. Total spend $135.49 for 225,566 reach and 591,208 impressions.

The finding worth keeping: a 16-creative set on four well-chosen audiences matched the efficiency of the 37-creative campaign. Past a certain point, more creative wasn't buying better cost per result on this audience.

03 · Website conversions: 121 purchases at $0.71

The counterweight to the messaging campaigns: two conversion campaigns optimised for website purchases rather than conversations.

• A low-budget Tote Bag test and a higher-volume T-shirt campaign
• Clear product visuals, limited-time offers, direct "Shop Now" CTAs
• Retargeting and lookalike audiences, dynamic creative to test image and copy variations
• Scaled only while cost per purchase stayed under $1

Results: 121 website purchases at $0.71 average: 28 tote bags at $0.32 each on $9.01 of spend, and 93 t-shirts at $0.82 each on $76.68.

Both objectives were profitable, and they were doing different jobs. The messaging campaigns bought enormous top-of-funnel contact cheaply; the conversion campaigns bought confirmed revenue with clean attribution. Choosing between them is a question about what you need this month, not about which is better.

04 · Seasonal reel: 333,110 views, 96% non-followers

A different problem. Outlet sales dropped sharply in August–September even though online performance held, and every competitor was running near-identical 25% discount ads. The market had discount fatigue.

• Built an entertainment-first reel rather than another offer post
• Localised a trending video with a Bangla voiceover generated in ElevenLabs
• Held the 25% discount to the final five seconds, with a hard deadline of 1 September
• Published organically on the brand's page and tracked outlet sales over the two-day window

It reached 333,110 views with 96% of the audience non-followers, 2,284 interactions, 1,368 "Haha" reactions, 80+ comments and a 15-second average watch time. The client reported 40,000 Tk in additional outlet sales across the two days (31 August – 1 September).

Watch the reel

One caveat I'd flag. The source video was a trending clip from another creator, localised with a synthetic voiceover. It worked, and it's how a lot of regional social content gets made, but on a brand account I'd now want the underlying rights settled before publishing rather than after. Worth saying, since the rest of this page is about being straight with numbers.

What four campaigns on one audience actually showed

The objective mattered more than the targeting. The same brand, the same market and broadly the same audiences produced four completely different cost structures purely by changing what the campaign optimised for. Anyone comparing "cost per result" across these without naming the objective would be comparing nothing.

Messenger is cheap because the market already works that way. Four-cent conversations are a fact about Bangladeshi conversational commerce, not a fact about my campaign management. In a market where buyers expect a website checkout, they would not repeat.

Cheap conversations are a proxy, not revenue. 12,813 conversations only mattered because the brand staffed the inbox to answer them: they brought in extra people to keep up. Bought without that capacity, they would have been a wasted $576.51.

Cost context for both messaging campaigns, alongside the other accounts they sit next to: click-to-Messenger cost benchmarks. Longer argument for the objective choice: Why click-to-Messenger beats conversion ads in Bangladesh.