Özgür Masur: Brand Positioning and Growth

Drive qualified traffic and purchases for collection launches in Türkiye’s premium fashion market.

Project Goals

• Accelerate new customer acquisition while keeping customer acquisition cost (CAC) under control
• Improve return on ad spend and grow in-season sales
• A data-driven campaign model built around collections and products
• Scalable growth that preserves the brand’s aesthetic

Performance Architecture

We ran Meta Ads, TikTok Ads and Google Shopping/Performance Max as one integrated system. Catalog and feed optimization (variants, size and color, stock and price sync) powered dynamic product feeds.

Funnel Approach

• Awareness: brand building with video and lookbooks
• Consideration: product discovery through Reels
• Purchase: dynamic cart recovery

Content Strategy

Editorial lookbooks, UGC and creator “how to style it” videos, and product-led carousel and collection ads. On TikTok, we used Spark Ads with short-form trending sounds. Monthly editorial and UGC shoot days kept a steady supply of short videos.

A/B Testing Focus

• Headline and CTA variations
• Price display and campaign messaging
• Framing of the first 3 seconds of video
• Visual composition and motion

Overall Performance

• Brand awareness up 220%
• Sales up 85%

Key Learnings

The hook in the first 3 seconds (framing, motion, texture) determines click-through and view rates. A hybrid of UGC and editorial content scales performance while protecting the brand’s aesthetic. Cart recovery (dynamic triggers, a free-shipping threshold) lowers the cost per purchase.