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Case Study

Catchy Hook or Line about how Quillcube helped an UAE Lifestyle Brand with their marketing

Executive summary

Vanilla Moon is a fashion footwear brand offering handcrafted leather shoes, sandals, boots and accessories with an emphasis on quality, modern design and affordability. We executed a combined strategy of Social Media Marketing, Influencer Outreach and SEO for the brand to increase awareness, traffic and conversions across India (with focus on metro / tier-1 markets).

The challenge's

  • Lack of Distinct Positioning in Competitive Market: The premium leather / handcrafted shoes category is crowded in India, making it hard for Vanilla Moon to stand out.

  • Inconsistent Social Media Engagement & Low Traffic from Paid Campaigns: Social content was generic and lacked strong hooks about craftsmanship, lifestyle or differentiation.

  • Sub-Optimal Organic Search Visibility: Although the website had many product pages, it lacked localized content (blogs/guides) targeting high-intent queries like “women’s leather boots India”, “handcrafted flat shoes Delhi”, etc.

  • Limited Use of Influencers & UGC: The brand had not fully leveraged regional micro-influencers or UGC content showing real customers wearing the shoes, reducing authenticity and social proof.

The solution

Developed full-funnel social campaigns

  • Audience Segmentation & Funnel Design: Defined distinct campaigns for:

  • Awareness: lifestyle reels showing “from factory to feet”, craftsmanship stories.

  • Consideration: carousel/product ads emphasising premium leather, handcrafted, limited edition.

Influencer Outreach

  • Identified micro-influencers (10K–50K followers) and mid-tier influencers (50K–200K) in key Indian metro cities who aligned with “affordable luxury fashion” and “made in India” themes.

  • Structured contracts with tracked unique promo codes + UTM links for attribution.

  • Repurposed influencer content for paid ads (boosted posts) to amplify reach and conversion.

SEO & Content Strategy

  • Conducted full technical SEO audit: improved page speed, mobile usability, added schema markup for products and breadcrumbs, fixed crawl errors.

  • Keyword strategy: target high-intent long-tail terms (eg: “women leather boots India”, “handcrafted sandals Delhi”, “affordable luxury shoes India”), and seasonal/occasions (festive, wedding, office wear).

Conversion Rate & UX Optimisation

  • Value-proposition enhancements: clearly highlighted “handcrafted in India”, “premium leather”, “ethical manufacturing”, plus high quality imagery and fit/sizing guides.

  • Added urgency cues: limited edition badges, “only few pairs remaining”, time-limited discount codes for retargeting.

Results (4-Month Campaign)

  • Reach (Social + influencer impressions): 8.4 million

  • Website sessions from paid social: +55% vs previous period

  • Organic sessions growth: +38%

  • Conversion rate improved from 0.9% → 1.8% (↑100%)

  • Average order value (AOV): ₹7,300 (↑12%)

  • Paid social ROAS: ~3.9×

  • Number of blog/guide pages published: 12

  • Keywords ranked in Top 10: +42 new keywords

Key Learnings

Localized Content

Authentic storytelling around craftsmanship and “affordable luxury” resonates strongly in metro Indian markets.

Higher Engagement

Micro-influencers with high engagement generate better CPA than large-scale names in niche segments.

Traffic Growth

Technical SEO plus localized content is critical for sustained organic traffic growth beyond paid campaigns.

Conclusion

By combining targeted social ads, authentic influencer partnerships, focused SEO efforts and conversion-driven UX optimisation, Vanilla Moon elevated its brand positioning, drove qualified traffic and scaled profitable online conversions in the Indian premium footwear market.

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