A full-funnel Meta setup lifted ROAS 60% in 30 days.
30 days · Advantage+ → remarketing → catalogue
Dear Ermina was founded by a mother, her children and a best friend; every garment carries a family's immigrant story. The products were strong — the problem was reaching the right people with the right message at the right moment, in a category where most ads look the same.
In 30 days ROAS rose 60%, conversions increased and cost per acquisition fell — a structured funnel where every stage had its own creative and its own job.
Story-led brands still need funnel discipline. Tell the story at the top; show the product at the bottom.
Advantage+ carried the brand narrative to cold audiences most likely to care about it.
Middle and bottom funnel got different messages — consideration content, then the product itself.
Dynamic ads did the last mile with the pieces each shopper had already looked at.
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