Carla Zampatti – From Runway to Revenue

The Challenges

• The biggest challenge came from the strength of the starting point.
• With purchase efficiency already high, scaling the same conversion audiences too aggressively risked increasing frequency, pushing up acquisition costs and weakening ROAS.
• We created more room for growth by strengthening the wider funnel.
• Top-of-funnel activity continuously introduced new audiences to the brand, while lead generation retained customers who had shown interest but needed more time before purchasing. This created a broader pool of demand for conversion activity to work from.
• Carla Zampatti’s higher price point and therefore considered purchase cycle added another layer of complexity. Customers could be at very different stages of readiness, so the campaign provided several relevant actions rather than relying solely on an immediate purchase.
• In-store retail support also required a campaign structure that did not previously exist. Studio Sale activity had no established Meta benchmark, audience model or historical campaign framework, so each city activation was built and tested as a new stream of paid social activity.
• Across the campaign period, continuous testing allowed spend and activity to respond to changing levels of intent around new collections, promotions, Australian Fashion Week and BAU trading.
  

The Strategy & Approach

Luxury fashion is rarely a one-click purchase.

Customers may discover a collection, explore several pieces, wait for an occasion, return during a promotional period or choose to engage with the brand in-store. Our strategy reflected that journey.

We targeted three connected audience groups:

• New customers interested in premium Australian fashion, occasionwear and designer womenswear.
• Engaged users who had viewed content, visited the website or interacted with the brand.
• Existing customers and high-intent shoppers ready to purchase, join the database or attend a Studio Sale.

From there, we built a four-layer Meta funnel.

• Top-of-funnel content campaigns introduced collections and steadily expanded the pool of engaged users available for future retargeting.
• Advantage+ Shopping campaigns drove purchases across BAU activity, new collection launches and promotional periods.
• Free Shipping lead generation captured interested shoppers who were still considering a purchase, giving Carla Zampatti an owned audience for continued nurturing.
• Event Response campaigns extended the strategy into physical retail, promoting Studio Sales across Melbourne, Brisbane and Sydney.

Each layer had a distinct role, allowing Meta to respond to where the customer was in the journey rather than relying on purchase activity alone.

Implementation & Creativity

Advantage+ Shopping formed the commercial centre of the account, with separate campaign structures supporting BAU activity, new collections, sales and short promotional windows.

Rather than treating promotional periods as extensions of always-on activity, we created dedicated campaigns and tests around different buying moments. This allowed us to compare BAU and sale performance cleanly, identify shifts in customer intent and adjust spend accordingly.

Clear TOF, MOF, BOF and BAU structures also gave each campaign a defined role. Performance could be assessed by objective rather than blending awareness, consideration and conversion activity into one account-wide view.

The Free Shipping campaign introduced a dedicated lead-generation stream. The offer gave customers still considering a purchase a clear reason to enter the database, extending the value of paid social beyond the initial session.

Studio Sales required another new campaign model. Dedicated Event Response activity was created for Melbourne, Brisbane and Sydney, with geographically relevant promotion designed to turn digital interest into measurable intent to attend.

Australian Fashion Week provided an opportunity to connect performance activity with a major moment for the brand. Dedicated content campaigns supported collection visibility and engagement around the event while ecommerce campaigns continued running alongside them.

The creative and media structure therefore flexed around several different customer behaviours without losing sight of the account’s commercial priority.

The result was one connected Meta strategy supporting ecommerce revenue, new customer  growth, cultural relevance and omni-channel retail.

Key Results

The campaign’s primary target was to maintain Purchase ROAS above 25:1 while scaling purchase activity.

It finished at 40.2:1 ROAS, 60.8% above target, while purchase volume more than doubled.

Across January to July 2026:

• 106% increase in purchases (from 873 to 1,801)
• 10% decrease in cost per purchase (from A$19.45 to A$17.45)
• 358% increase in leads (428 to 1,957)
• 1,916 event responses across newly launched Studio Sale campaigns in Melbourne, Brisbane and Sydney
• 47% increase in website content views (from 27,609 to 40,615)
• 2,699 link clicks from Australian Fashion Week activity
• 2.28 million impressions
• 582,575 people reached

The strategy also created measurable value beyond ecommerce. Lead generation established another route into Carla Zampatti’s customer database, content activity expanded engagement with the brand, and paid social became a measurable acquisition channel for physical Studio Sale events across three cities.