Behind the Brand — Nasignature · L'Ombre Chaude

11,100 MAD. Three funnels. Two platforms. One founding campaign.

These are the actual numbers behind Nasignature's paid media launch strategy. Not industry benchmarks, not estimates — the funnel structure we built before the shoot happened, so the content was captured with ad creative in mind from the start.

The math for a fashion brand launch is different from the math for a brand with an existing audience. You are not converting warm traffic. You are building a world, then inviting people into it, then giving some of them a reason to buy. Those are three separate jobs with three separate creative briefs.

The rule this funnel starts from

Before any ad went live, one rule governed everything: a cold audience clicking on an ad must land on a profile that immediately communicates a world.

If the profile is empty, the spend does nothing. A 30 MAD CPM means nothing if the person who clicks leaves in two seconds because there is nothing there.

This is why the Nasignature paid funnel did not begin at launch. It began in Week 3, after the profile had enough organic content to function as a landing environment. The organic work came first. Paid scaled what was already there.

Funnel 1 — Awareness

Budget: 2,300 MAD

Objective: Profile visits

Target: 500+ profile visits, cost per result under 2 MAD

This funnel runs atmosphere content. Fabric close-ups, location shots, the shadow geometry of Dar Laaziza at noon. No product claim. No price. No CTA beyond: this world exists, and you can look at it.

The awareness creative is not designed to convert. It is designed to be remembered. A cold woman in Casablanca sees a charcoal swimsuit against stone and does not buy that day. She sees it again in the retargeting window and something sticks.

The creative for this funnel was pulled from the tease phase of the organic content sequence — before the hero film, before any model was shown in full. Atmosphere only. The creative does its job when someone follows the profile after seeing it.

Funnel 2 — Consideration

Budget: 3,000 MAD

Objective: Website traffic and engagement

Target: 1,000+ website visits, 100+ add-to-cart

This funnel runs the hero film and the three SKU reels — one per colorway, 15-20 seconds each. The hero film (45-60 seconds, music-driven, voiceover in French) runs as a traffic campaign. The SKU reels run separately as engagement ads.

The retargeting window here is 48-72 hours. Someone who visits the website within that window enters Funnel 3 automatically.

The consideration creative has one job: answer what is this, and do I want to look closer? The hero film does both. The SKU reels answer a more specific question — which colorway is mine?

Funnel 3 — Conversion

Budget: 5,200 MAD

Objective: Purchases

Target: 20 purchases at under 5 MAD cost per result

This is where "The Unbothered" ad runs. A woman in the pool, surrounded by notification text: +999 emails / +50 missed calls / +999 WhatsApp messages. Then a cut to black. No closing line. No tagline. No explanation.

She says nothing. That is the point.

The conversion creative is not a product ad. It is an identity ad. The woman who buys from Nasignature is not looking for a swimsuit. She is the woman who recognizes herself in that image — who already knows she is the one who switches off.

The funnel refreshes every two weeks using iPhone content — a dedicated 4K 60fps UGC layer captured on shoot day, separate from the professional camera content, never mixed in the same edit. Fresh creative keeps cost per result stable as the audience warms.

Why the budget is split the way it is

Awareness gets the smallest allocation because its job is reach and early signal — neither of which requires sustained spend once the profile is established. Conversion gets the most because a 5 MAD cost per purchase on a high-margin product is efficient spend you can scale.

What this funnel is not

It is not a growth hack. It does not promise 10x ROAS from a founding campaign.

It is a structured introduction of a new brand to a new audience. The creative in Funnel 1 never runs in Funnel 3. The audiences are entirely separate. You do not run conversion ads to people who have never heard of you. That is not caution — it is how the math actually works.

The goal for the founding campaign is to build a retargeting audience, establish the brand's visual fingerprint in the algorithm, and prove that the creative converts at a cost that supports scaling in Month 2.

20 purchases at under 5 MAD CPR is not an ambitious number. It is a foundation number.

For brands planning a paid launch

The funnel structure matters less than the sequence. Run awareness before consideration. Run consideration before conversion. Give the organic content time to build the profile before you send paid traffic to it.

The rest is execution.

If you want to build a paid funnel alongside the brand content for your launch, reach out at glorythm.com.

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L'Ombre Chaude. Nasignature. Tanger.

Case study by Glorythm — Behind the Brand Series