Habeesula: How a Lagos Fabric Brand Sold Out New Collections with Instagram Ads

Client: Habeesula | Service: E-Commerce Marketing & Meta Ads Management

Background & Objectives

Habeesula is a high-end luxury fabric brand based in Lagos, Nigeria. Facing intense market competition online, they needed a structured strategy to clear new inventory releases rapidly without relying on heavy discounts.

• Drive instant sales for premium lace and silk fabric collections.
• Increase direct website orders and verified WhatsApp sales.
• Build an engaged, repeat-buying customer audience.

Strategies Implemented

1. Instagram Visual Showcase & Reel Creatives

We leveraged high-definition video Reels showcasing fabric texture, drape, and occasion styling to stop the scroll on Instagram.

2. Dynamic Product Catalog Ads

Set up Meta Advantage+ catalog campaigns to automatically display trending fabric patterns to interested shoppers in major Nigerian cities.

3. Retargeting & Abandoned Cart Sequences

Deployed direct Instagram DM and WhatsApp follow-up triggers for prospects who interacted with new arrivals or added items to cart without completing purchase.

Results & Impact

• Sold Out 2 Major Collections in under 14 days of ad launch.
• 4.8x Return on Ad Spend (ROAS) achieved across collection release campaigns.
• 310% Growth in repeat customer orders through automated broadcast funnels.