How a boutique traditional fashion brand used Facebook Ads to drive orders, build hype, and score 3x ROI — just in time for the Fasika holiday rush.
Traditional Threads. Modern Growth
Overview
Abel Habesha Clothing is an Addis-based fashion label known for its bold take on Habesha kemis, netela, and modern cultural wear. They’re a go-to during holidays like Fasika, weddings, and Timket—but in early 2024, they had a familiar problem: amazing products, loyal local fans, but no structured marketing plan to scale beyond word of mouth. That’s when they brought us in. The goal? Bring fashion to the feed. With limited time before Fasika hit full swing, we had to quickly attract attention, generate high-intent leads, and help Abel turn clicks into custom orders.
Turning Holiday Buzz Into a Fashion Frenzy
Our Goal
We needed to create serious traction in under 3 weeks. Our strategy had to focus on rapid audience testing, smart targeting, and irresistible creatives that highlighted both tradition and trend. We aimed to boost visibility, maximize the pre-Fasika buying window, and collect leads from serious buyers. And all of this had to be done affordably — every birr had to pull its weight.
The Strategy That Wove It All Together
Our Approach
The Habesha Buyer Persona
We crafted laser-targeted audiences made up of women aged 20–40, diaspora Ethiopians visiting home, and gift buyers. We layered interest-based signals like Ethiopian holidays, weddings, and cultural clothing.
Scroll-Stopping Visuals
Our creative direction was all about clean visuals and cultural pride. Short-form videos, carousel product highlights, and "limited-time Fasika preorder" urgency turned browsers into buyers.
Fast Funnel & Lead Capture
Instead of sending traffic to a cluttered website, we used a clean lead form and Messenger automation. This reduced friction and gave the sales team qualified leads to follow up with directly.
Tradition That Turns Heads
Visual Story
The creative work that helped turn a quiet seasonal brand into a buzz-worthy fashion moment.
Lifestyle product shoot from the Fasika capsule campaign
The result in plain view
Carousel ad highlighting bestsellers in the lineup
Scrolls, Clicks, Leads, Sales, Repeat.
The Outcome
Abel’s campaign didn’t just perform — it exploded. Within 17 days, the ads racked up 254 leads, a 3x return on ad spend, and proved the demand for fashionable tradition is alive and thriving. Their team now uses the same funnel with seasonal adjustments, and their fanbase has grown way beyond Addis.
254x
Qualified Leads Collected
directly in Messenger + form
3.2x
Return on Ad Spend (ROAS)
Every birr worked overtime
15 Days
Time to Results
right in the middle of holiday peak season
“Aligo Marketing was the perfect partner for to help me grow my online business and I was very impressed with their service. Aligo Marketing is a professional and reliable advertising company that I would highly recommend to anyone looking for online advertising solutions.thank you Dani for your service ”
Abel Gebrezgiabher
Owner, Abel Habesha Clothing