Brand Overview
ModaKosmima is a fashion brand that initially built its sales almost entirely through Instagram and Facebook Live sessions. Products were presented in real time, purchases were driven through direct interaction, and sales depended heavily on the daily presence of the brand on social media.
While this model worked well in the early stages, it was difficult to scale. Sales were unpredictable, growth was limited to the existing audience, and there was no structured way to understand what actually worked beyond each live session.
The decision to launch a dedicated e-commerce store marked a turning point: moving from manual, live-driven selling to a more stable and scalable social media strategy.
Awards
The Challenge
The main challenge was not traffic or demand — it was structure.
- Sales depended almost entirely on live sessions
- Growth was limited to followers already familiar with the brand
- There was no clear funnel or data visibility
- Remarketing opportunities were practically non-existent
- Video content existed, but only in the context of live selling
The goal was to keep the brand’s authentic communication style, without relying solely on live presence to generate revenue.
Objectives
The strategy focused on a few very clear priorities:
- Support the launch of the new e-shop
- Build a complete social media sales funnel
- Use video as the main driver of performance
- Scale sales in a controlled and predictable way
- Maintain high efficiency and profitability
Our Approach
Turning Live Content into Performance Assets
Instead of starting from scratch creatively, we worked with what already existed.
Live selling sessions were broken down into shorter video formats and reused across campaigns. These videos felt natural, familiar to the audience, and aligned with the brand’s tone — but were now structured and optimized for paid distribution.
Different video angles were used depending on intent:
- Introduction and styling-focused videos for new audiences
- Product-focused videos for users who had already interacted
- Direct, action-driven videos for users closer to purchase
This allowed us to scale video content without losing the personal feel that made the brand successful in the first place.
Full Funnel Meta Ads Structure
We built a clear full funnel structure on Meta:
- Top of Funnel
Video campaigns targeting broad audiences, focused on discovery and engagement rather than immediate sales. - Middle of Funnel
Campaigns targeting users who interacted with videos, visited the website, or viewed products — helping them move closer to purchase. - Bottom of Funnel
Conversion campaigns and dynamic product ads, targeting high-intent users with a clear focus on sales.
Budgets were clearly separated by funnel stage, ensuring better control over frequency, overlap, and performance stability.
Performance Optimization in Practice
On an ongoing basis, we focused on:
- Keeping prospecting and remarketing clearly separated
- Rotating creatives before fatigue appeared
- Shifting budget toward what was actually converting, not just driving traffic
- Letting performance data guide decisions, not assumptions
The goal was simple: scale what works and cut what doesn’t — quickly.
Results
The transition from live-only selling to a structured social media strategy delivered strong and consistent results.
- Average ROAS of 14 across Meta Ads
- More stable and predictable sales volume
- Reduced dependency on daily live sessions
- Clear visibility into what drives revenue
- A scalable framework that supports ongoing growth
key takeaway
ModaKosmima didn’t stop doing live selling — it stopped depending on it.
By organizing video content into a proper funnel and supporting it with a structured paid social strategy, the brand moved from manual, time-consuming sales to a scalable and highly profitable social commerce model, without losing its identity.
