In Malaysia’s fast-paced fashion retail industry, visibility and customer acquisition depend heavily on social media — especially Facebook and Instagram. That’s exactly where UrbanWears, a homegrown fashion brand, found themselves struggling. Despite offering trendy and affordable clothing, their Meta Ads were underperforming, leading to wasted budget and inconsistent sales.
That’s when they approached Kalo Diary to build a Meta marketing strategy tailored for the Malaysian market.
Within 90 days, we helped UrbanWears 2X their ROAS, reduce ad costs by 43%, and turn their Meta platforms into a powerful sales engine.
The Challenge: High Ad Spend, Low ROI
UrbanWears had an engaged audience on Instagram and Facebook, but their ads weren’t converting. Some key issues we uncovered:
- ❌ No funnel strategy: All ads were aimed at cold audiences with no retargeting.
- ❌ Weak creative direction: Reused visuals with no clear messaging or hooks.
- ❌ Poor audience targeting: Too broad, wasting budget on unqualified traffic.
- ❌ Limited performance tracking: No Events Manager or pixel optimization.
The brand had great products, but Meta’s algorithm couldn’t work effectively without proper campaign structure and intent-driven content.
The Meta Marketing Strategy: Kalo Diary’s 3-Phase Approach
To improve performance and scale sustainably, we built a full-funnel Meta Ads strategy:
1. Top-of-Funnel (TOF): Brand Discovery & Awareness
We started by creating captivating video and carousel ads featuring UrbanWears’ best-sellers, styling tips, and quick transitions. These were optimized for reach and video views.
Targeting:
- Broad interest-based segments (e.g. streetwear, fashion trends, Shopee buyers)
- Lookalikes of IG engagers and past customers
- Age 18–34, geo-targeted to Klang Valley, Penang, JB
Creative Example:
“New Drop: Minimalist Streetwear You’ll Want in Every Colour 😍 | Shop now at RM29!”
2. Middle-of-Funnel (MOF): Consideration & Engagement
We created a custom audience of:
- Website visitors
- Video viewers (25%+)
- IG & FB page engagers (last 30 days)
Ad Types:
- Carousel ads featuring product bundles
- Product benefits (e.g. stretchable fabric, breathable materials)
- Promo codes with countdown timers
Example CTA:
“You viewed it, now own it — 10% off ends tonight!”
3. Bottom-of-Funnel (BOF): Conversion & Retargeting
This is where real conversions happened. We focused on:
- Dynamic Product Ads (DPA) from website catalog
- Cart abandoner retargeting
- Flash sale urgency creatives
Tactics:
- Used UGC-style testimonials
- Split-tested pricing visuals vs lifestyle shots
- Remarketed to users who messaged the page but didn’t buy
Creative Optimization: What Worked for Malaysian Audiences
✅ Mobile-First Video: 9:16 vertical reels under 15 seconds
✅ Bahasa + English Mix: Conversational captions like “Baru sampai! Tengok la…”
✅ Faces & Reviews: Malaysian models, real user quotes, and candid reactions
✅ Festive Themes: Hari Raya bundle ads with special styling guides
✅ Subtitles + Text Hooks: Kept engagement high with punchy first-second captions
Performance Tracking & Scaling
- Integrated Meta Pixel + Events Manager for real-time optimization
- Used CAPI (Conversions API) for more accurate tracking after iOS14
- Scaled winning ad sets from RM50/day to RM200+/day based on ROAS thresholds
- Weekly reporting dashboard via Looker Studio
Results: Real Growth from Meta Marketing
In just 1 months, UrbanWears saw:
✅ 2.3x ROAS on average across all campaigns
✅ 43% decrease in Cost Per Purchase
✅ Online orders increased by 108%
✅ Instagram following grew by 71% organically
✅ Facebook messages & DMs surged — converting into loyal repeat customers
They now run automated Meta campaigns monthly, with seasonal product pushes and retargeting loops powered by the original funnel setup.
Why Kalo Diary Is Malaysia’s Meta Marketing Specialist
At Kalo Diary, we understand the local consumer mindset — and how to match it with Meta’s ad platform. We don’t run random boosted posts. We build data-backed campaigns that speak directly to your audience and drive conversions.
Whether you’re in e-commerce, real estate, service-based industries, or B2B, we tailor Meta Ads that scale profitably — without wasting your budget.
Ready to Turn Your Meta Ads into a Sales Machine?
📩 Book a free strategy call with Kalo Diary and discover how our Meta marketing system can help your brand grow — the smart way.