Essa x FTA Global

Category: Apparel & Innerwear
Engagement Period: August 2025‍

Focus: Men’s Innerwear

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The Challenge

Before July 2025, Essa had no active paid campaigns and relied mainly on organic reach. This resulted in low digital traction, minimal sales, and no structured performance framework. The objective was clear to launch paid media campaigns that could deliver measurable conversions, with a focus on the men’s innerwear segment.

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Strategy

FTA Global implemented a performance-first framework designed to capture high-intent demand while building brand recall.

• Platform Selection: Activated Google Ads for search and performance campaigns, and Meta Ads for awareness and retargeting.
  
  
• Audience & Product Focus: Prioritised men’s innerwear as the lead revenue driver and built audience segments around age, interest, and purchase intent.
  
  
• Conversion Optimisation: Structured campaigns for purchase objectives, using dynamic and carousel creatives to increase click-through and conversion.
  
  
• Budget Allocation: Split spends across Google and Meta, adjusting budgets daily based on channel performance.
  
  
• Tracking & Measurement: Integrated Shopify tracking to monitor CTR, CPC, purchases, and ROAS in real time.
  
  

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Outcome

Within one month of activation, Essa recorded a strong digital turnaround.

• Revenue increased by 117 %
  
  
• Overall ROAS 4.49× across Google and Meta.
  
  
• 38.7 K+ clicks and 2.07 M impressions across platforms.
  
  
• 744 purchases recorded, with an average cost per user of ₹ 85.
  
  
• Men’s innerwear became the top-performing category, contributing the majority of online sales.
  
  

The Paradigm Shift

This engagement established a scalable performance marketing system for Essa. By focusing on one high-conversion category, integrating tracking, and optimizing creative delivery, FTA Global helped Essa transform paid advertising into a predictable revenue engine.

The result: sustainable sales growth, category dominance in men’s innerwear, and a blueprint for future scale-ups.