GNJ
GNJ is a women-focused underwear brand based in Abu Dhabi, dedicated to redefining everyday comfort and confidence. They craft premium, seamless essentials using ultra-soft, breathable fabrics that move effortlessly with modern women.
Project Overview
Services
Ad Creative Strategy
UGC Strategy & Management
Company
GNJ
GNJ was stuck at just a few purchases after launching, and they reached out for help with ad creation and strategies. In 3 months, we helped GNJ achieve a +357% increase in top-line revenue and a 119% improvement in ROAS on Meta Ads. I implemented ad creative strategies and executed on ad creation, including static design and video strategy.
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Execution
I built a data-driven creative strategy, and produced over 50 tailored ad creatives, we significantly reduced their cost per purchase and profitably scaled the brand in the Emirates and Saudi markets.
Step 1: Market & Audience Research
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Conducted deep-dive research on the Emirati and Saudi female demographic.
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Analysed buyer motivations, pain points, and decision drivers for women’s underwear purchases in these regions.
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Benchmarked competitors to identify gaps and opportunities in messaging and positioning.
Step 2: Creative Messaging Strategy
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Developed a targeted messaging framework that speaks to both the emotional and functional needs of the audience.
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Crafted key brand narratives to align with their lifestyle and cultural preferences.
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Outlined value propositions tailored for cold and warm audiences.
Step 3: Creative Production
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Produced 50+ ad creatives including:
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Premium static visuals for brand elevation.
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UGC-style video ads to create relatability and drive engagement.
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Optimised creatives for Instagram Ads, their top-performing placement.
Step 4: Ad Account Rebuild & Optimisation
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Rebuilt the ad account from scratch to improve efficiency and performance.
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Reduced campaign clutter by streamlining active campaigns.
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Introduced a proper testing framework for creative and audience experiments.
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Built segmented audiences:
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Cold traffic: new customer acquisition.
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Warm traffic: retargeting and retention of existing customers.
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UGC Management
I led the full UGC strategy, building a messaging framework tailored to the target audience. This included writing engaging scripts, crafting high-converting ad copy, and providing detailed visual direction to creators.
Every element was designed to resonate emotionally, highlight product USPs, and drive engagement and conversions across Instagram campaigns.
Results
In just 90 days, GNJ saw a +357% growth in revenue and a 119% boost in ROAS, while cutting cost per purchase by 41%.
