Hide The Label

About The Brand

Industry
Fashion
Year
2023 
Services
CRM, Paid Ads, Social Media

Hide The Label is a Singapore-based eco-conscious womenswear brand specializing in sustainable and ethical fashion. The brand’s collections are available at The AC Boutique, located at 420 Joo Chiat Road, Singapore. Products are also sold through their official Shopify store and on Amazon. The brand is owned and operated by independent designers.

goals

Community Growth

Grow a highly relevant and engaged Instagram following by spotlighting the brand’s minimalist, eco-conscious identity — addressing the challenge of building awareness without relying on fast-fashion trends, while also increasing visibility of offline availability at The AC Boutique.

Email List Expansion

Leverage existing Shopify purchase data to segment and nurture high-intent audiences through automated campaigns — using email marketing strategically to inform previous customers of upcoming promotions, while ensuring a balanced, non-intrusive approach to retention.

Paid Campaign Efficiency

Launch and optimize Meta Ads to drive sales on both Shopify and Amazon — focusing on performance efficiency and data quality, especially for Amazon where machine learning is still in its early stages and requires strategic nurturing to build conversion signals.

Value-Driven Content Strategy

Establish a consistent content pipeline that reinforces the brand’s purpose and sustainability story, addressing current low production volume while ensuring that new audiences clearly understand where and how to shop — including the brand’s presence at The AC Boutique.

CHALLENGES

Low Social Media Activity

Instagram content is updated irregularly, causing low engagement and limited audience growth.

Untapped Customer Data

Shopify purchase data has not been used for email marketing, missing chances to encourage repeat sales.

Meta Ads Activation Gap

The brand has never run Meta Ads campaigns, which limits its ability to efficiently reach target audiences and drive sales growth.

SOLUTIONS

Meta Ads Launch & Optimization

  • Initiate targeted Meta Ads campaigns focusing on eco-conscious women interested in sustainable fashion to drive sales on Shopify and Amazon.

  • Continuously test ad creatives and audience segments to optimize performance and build reliable data signals, especially for the newer Amazon channel.

Consistent Content Production

  • Develop a structured content calendar with a focus on storytelling around sustainability, minimalist design, and the brand’s offline availability at The AC Boutique.

  • Use high-quality visuals and educational posts to engage and grow an eco-conscious community.

Email List Building

  • Leverage Shopify purchase data to build segmented email lists targeting repeat customers and prospects with personalized, automated campaigns promoting new collections and exclusive offers.

  • Implement nurturing sequences that emphasize the brand’s sustainable values and product benefits without overwhelming the audience.

Offline-Online Integration

  • Highlight and promote the availability of products at The AC Boutique in online channels including Meta Ads, Instagram content, and email campaigns to drive foot traffic and sales.

  • Use localized targeting in ads to reach Singapore-based customers near the physical store.

Data-Driven Customer Insights

  • Analyze Shopify and Amazon customer behavior to identify high-value segments and tailor marketing messages accordingly.

  • Use insights to inform content creation, ad targeting, and promotional timing for maximum impact.

RESULTS

  • Executed traffic campaign with Meta Ads, resulting in Click-Through  Rate (CTR) of 3,08%.
  • Increased sales by 50% through the strategic optimization of Shopify website.
  • Achieved engagement rate of 6.4% through the planning of compelling Reels and  strategic A/B testing.
  • Grew the email subscriber list by 35% using targeted onsite signup incentives and lead magnets aligned with eco-conscious values, expanding marketing reach.
  • Generated a 30% uplift in local Shopify orders from Singapore by leveraging geo-targeted ads and localized messaging, bridging the gap between online and offline experiences.
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CONCLUSIONS

Multi-Channel Activation

Optimizing Meta Ads across Shopify and Amazon with precise audience segmentation and dynamic creatives significantly improves conversion rates and reduces wasted spend.

Next steps include scaling campaigns using lookalike audiences on Facebook and Instagram, while integrating offline location targeting to boost The AC Boutique foot traffic, leveraging omnichannel marketing strategies proven in sustainable fashion brands.

Engagement Growth

Consistent, high-quality Instagram storytelling aligned with eco-conscious values drives meaningful follower growth and brand loyalty.

To sustain momentum, implement a content calendar incorporating Reels and Stories optimized with trending hashtags, while using Instagram Shopping features to directly link product discovery with purchase actions, following best practices from leading fashion marketers.

Customer Nurturing

Leveraging Shopify purchase data to build segmented email sequences tailored by behavior increases repeat purchase rates without over-relying on cold outreach.

Moving forward, integrate customer lifecycle marketing automation and retargeting through Meta Ads custom audiences to nurture Amazon buyers and new leads, accelerating machine learning for better campaign optimization.