Case Study · Meta Ads Campaigns
Arka Retail — Festive Ads Sprint
Retail · Festive Season — The loudest season of the year — captured with structure, not spend.
Demonstration project — designed and built in-house by JSVita to show the standard, not client work. Project Status: Delivered · Demo Build.
Overview
The engagement at a glance
A festive-season Meta advertising sprint for Arka Retail — the most expensive attention market of the year, entered with structure instead of spend. Full-funnel campaign architecture, a 27-variant creative system and clean pixel attribution.
Challenge
Where they started
Festive season is the most expensive attention market of the year. Arka's previous campaigns burnt budget on broad boosts, conversions were untracked, and ROAS sat at 1.4× — technically alive, commercially pointless.
Research
What the research showed
Audience research segmented past purchasers, site visitors and lookalike prospects into a layered funnel. A creative teardown of the previous season identified which hooks had actually worked, and a tracking audit revealed the old 1.4× ROAS was partly fiction — conversions were untracked, so budgets had been optimised on noise.
Design Process
From brief to visual system
Campaign architecture
Prospecting, retargeting and retention layers with protected budgets.
Creative system design
27 ad variants across formats — hooks, offers and visuals built to be tested weekly.
Landing alignment
Ad promises matched to dedicated landing pages, not the homepage.
Measurement design
Pixel and conversion events specified before launch, so optimisation ran on real signals.
Development Process
What we built
Campaign architecture
Prospecting, retargeting and retention layers with clean budgets.
Creative system
27 ad variants across formats — hooks, offers and visuals tested weekly.
Pixel & conversion tracking
Events verified end-to-end; optimisation on real signals.
Retargeting flows
Warm audiences moved to purchase with sequenced messaging.
Technology Stack
The stack behind it
- Meta Ads Manager (full-funnel)
- Pixel & Conversions API tracking
- 27-variant creative system
- Layered retargeting audiences
- Weekly test-and-learn cycles
Outcome
What it earned
3.8× average ROAS across the sprint, cost per lead down 42% — and a creative playbook the next campaign can build on immediately.
Before JSVita
- 1.4× ROAS, broad boosts
- No retargeting layer
- Conversions untracked
After JSVita
- 3.8× average ROAS
- Layered retargeting
- Full pixel attribution
Lessons Learned
What it taught us
- Creative volume is a research method — weekly testing found winning hooks no brief predicted.
- Retargeting is where festive ROAS is won; prospecting alone never carried the sprint.
- Pixel hygiene is the foundation — a tracked rupee and an untracked rupee are different currencies.
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