Perthé: Meta Ads Sales Strategy for a D2C Footwear Brand
Every heels brand claims comfort. Almost none of them are trusted on it, because the category has spent years training people not to believe the promise. Perthé's strategy starts from that skepticism instead of around it: a Meta Ads sales plan for a D2C footwear brand, built to test whether comfort or style is the stronger reason to buy.
My contribution
The brand
Perthé sells women's footwear (block heels, wedges, low heels, kitten heels, pencil heels and flats) at an average ticket around ₹2,500, on a promise its own site (perthe.in) states plainly: elegance and ease shouldn't be a trade-off. A first-order discount code and free shipping above ₹999 are already live on the site.
Strategy
One campaign, one ad set, two ads, on a ₹5,000 total budget running 10 days. Targeting is Mumbai plus a 25km radius, ages 21–44, on Advantage+ placements, built to test real demand from a defined local audience rather than spreading a small budget across the whole country.
Creative: two tested hypotheses
Two contrasting angles were developed against the same product line, built to run at the same time and be judged against each other rather than assumed to work equally well.
The Switch
Comfort-led
Opens on the near-universal heels complaint (gorgeous in the store, unbearable by hour two) before a visible switch into a Perthé pair mid-frame.
The Walk
Style-led
A slow, confident walk opens the ad, building toward the brand's core line: you shouldn't have to choose between comfort and style.
Both are creative testing hypotheses at this stage, not proven winning angles. The campaign hasn't launched yet.
Measurement plan
Results will be read in a deliberate order once the campaign is live: first, whether tracking actually worked; second, which ad and language combination produced the cheaper cost-per-click and more add-to-carts, since that decides what the next campaign leads with; third, the retargeting pool this test seeds for a larger follow-up; and only then, direct purchases: a genuine bonus on top of the first three, not the headline number.