How Pakistan’s Sana Safinaz Broke Onto the World Stage

March 2017

Pakistan, known for its expansive mountain ranges, fast fashion exports, and top-notch carpet weavers, is hardly the first place that comes to mind when it comes to high fashion. Enter Sana Safinaz, one of the nation’s biggest fashion houses, which was determined to grow its business internationally. Turning to the power of digital, Sana Safinaz used Google ads in an effort to drive more traffic to its website—and it worked. Web traffic from international markets, online sales, in-store foot traffic, and in-store sales are all on the upswing.

GOALS

Enter new international markets

Leverage growing interest in digital while customers were mainly buying offline

Expand business and boost profits

APPROACH

Used display ads to raise awareness during new product launches

Ran search ads to connect with people looking for Sana Safinaz products online

Used banner ads to remarket to past customers

RESULTS

+41% uplift in in-store foot traffic

+68% uplift in offline purchases

+200% increase in online traffic from international markets

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