Evaluating Channel and Appeal Effectiveness to Optimize Digital Campaigns in Fashion Marketing

In the dynamic digital marketplace, Valayaa, a Coimbatore-based startup specializing in handcrafted silk bangles, relies heavily on social media platforms to promote its unique fashion accessories. Despite targeting upper-middle-class and premium-segment women who value artisanal craftsmanship, tradition, and contemporary design, the brand has faced challenges in achieving a high return on investment (ROI) and effectively reaching potential customers. This study evaluates the performance of two advertising campaigns drafted with two different emotional appeals titled Mother’s Treasure (appeal focusing Innocent & Playful) and Bangles Woven with Love (focusing sentiment and joyfulness) executed across Facebook, Instagram, and YouTube to identify key insights for optimizing digital marketing strategies.Findings reveal that Bangles Woven with Love, an appeal-driven campaign centered on elegance and heritage, secured the highest click-through rate (CTR) and reach, while Mother’s Treasure, an emotionally resonant campaign celebrating maternal bonds, achieved the highest return on ad spend (ROAS) on Instagram. This highlights the significance of emotional and aspirational appeals in driving engagement and conversions. The study suggests M/s Valaya enhance campaign performance through refining audience targeting, leveraging high-performing platforms, and consistently tracking key performance indicators (KPIs) to enhance campaign effectiveness