Zadina Abayas

Launched in 2014, Zadina Abayas was born with a clear mission to showcase the very best of luxury, modest fashion for the modern woman. Known for its glamorous and contemporary style appealing to women of all ages, the brand is built upon many years of research, along with being one of the first labels to enable a fusion of high-end fashion and affordable style, aimed at Muslim women in the UK.

Zadina Abayas came to Climb Online when its current ads were not performing to the level needed to achieve its growth objectives. We analysed the ads that the brand were currently using, which were static carousel ads and dynamic ads, and came to the conclusion that mixing static and video assets was the key to creating a campaign that would resonate with the target audience in multiple ways.

With the core objectives of driving increased customer engagement and interest in the brand’s products, Climb Online were enlisted to create an effective brand awareness campaign that would engage the customer and build a long-term relationship with the brand.

The modest fashion industry is a highly competitive space, putting Zadina on the backfoot amongst other well-established brands with higher budgets, larger social presences, and large varieties of regularly refreshed creatives. One of the big challenges we faced was creative fatigue and a lack of creative assets from Zadina, meaning we were unable to optimise results and sales, which was their main KPI.

We conducted an analysis of the previous results from the brand’s past ads, finding that results decreased as the same ads were live for several months. To combat this, we created a snappy, engaging video with clear messaging and inspirational footage of the new 2023 Ramadan collection.
As it was important to us that we properly respected the community around the brand, we selected trending Arabic music which was appropriate for Ramadan to accompany the video.