The challenge

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Zaful, a trailblazing online fashion retailer, faced challenges in staying competitive during their global expansion. Internal teams were working with industry insights that had not kept pace with shifting consumer behaviour, and the existing paid-social playbook leaned on a narrow set of formats. The brand was also under-using Meta's newer advertising and conversational tools, which limited how precisely campaigns could be targeted and how efficiently audiences could be re-engaged.

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The strategy

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Meetsocial built a programme around three pillars.

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Category expansion

Working with Zaful's merchandising team, we explored new opportunities and identified footwear as a high-potential adjacency to diversify their product offering and boost market penetration.

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Localised product designs

Rather than running a single global creative set, we produced market-specific variants tuned to local style preferences.

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Conversational marketing

We deployed integrated Facebook Messenger bots to handle product discovery, sizing questions, and re-engagement, enhancing the user experience and shortening the path from ad click to checkout.

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The results

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Through Meetsocial’s tailored approach, Zaful successfully expanded their global presence and enhanced their advertising efficiency:
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• 10% increase in new category promotion
• 18% lift in ad click-through rates

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