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Red Ruby is a luxury fragrance brand offering high-quality perfumes at accessible prices, crafted to rival international designer scents. Although they had a beautifully packaged product and solid customer feedback, their eCommerce store wasn’t generating consistent revenue — and they lacked the strategic positioning needed to build long-term brand loyalty.
That’s when Red Ruby partnered with AD ASTRA to develop a digital strategy focused on customer acquisition, brand authority, and recurring sales. Within months, we built a system that not only scaled their online business, but also positioned them to expand into retail — eventually opening their own store inside Sarajevo City Center (SCC).
Red Ruby had everything it needed except traction. Despite a premium product and initial bursts of interest, they couldn’t sustain consistent revenue or attract a loyal customer base. Their marketing was visually nice but lacked clarity, conversion strategy, and a proper brand funnel.
No structured sales funnel or buyer journey on the website
Inconsistent monthly revenue with heavy reliance on discounts
Low returning customer rate despite positive feedback
Unoptimized website experience, especially on mobile
Paid ads weren’t converting — poor targeting and no emotional storytelling
Social media lacked depth and trust-building content
Key Insight: They had the product-market fit — but not the digital infrastructure to scale.
We built a complete digital ecosystem around Red Ruby, focusing on three core levers: Paid Ads, Organic Storytelling, and Conversion-Centered Website Optimization.
We implemented a conversion-optimized ad strategy that focused on emotional positioning, targeting fragrance lovers looking for an affordable yet luxurious alternative to designer brands.
Hook-driven Reels and carousels comparing Red Ruby to famous perfumes
Retargeting campaigns offering time-sensitive bundles
Testing multiple ad angles: emotion, elegance, gifting, “dupe” offers
Tracked all customer events via Meta Pixel + GA4 for full-funnel reporting
We shifted their Instagram and TikTok content from “product showcases” to emotional storytelling and UGC-driven trust.
Created a monthly content calendar with themes: “scent of the week,” testimonials, and “pair your perfume with your mood”
Worked with nano influencers to generate fresh UGC (reviews, unboxings, reactions)
Introduced storytelling captions around confidence, elegance, and identity
Added Instagram Reels with voiceovers and trending audios tied to scent experiences
We redesigned their Shopify store to match luxury expectations, minimize friction, and create urgency.
Simplified homepage with bold CTA (“Find Your Signature Scent”)
Added quiz funnel for product recommendations (AOV increased by 18%)
Implemented exit pop-ups with email collection & discounts
Optimized mobile experience, reduced load speed by 42%
Built a “Perfume Match Guide” to turn browsing into buying
Red Ruby didn’t just grow — it transformed. Within less than a year of strategic partnership, they became one of the fastest-growing perfume brands in Bosnia & Herzegovina.
🚀 200%+ monthly revenue growth within 5 months
🛍️ Opened physical retail location in Sarajevo City Center (SCC)
📈 Website conversion rate jumped from 0.8% to 3.1%
💬 Reduced CAC by 38% through optimized ad structure & content synergy
🔁 27% increase in repeat purchases via CRM flow and remarketing
📱 UGC Reels consistently hit 15k–30k organic views
Business Impact: Red Ruby is now a recognizable luxury alternative brand, with strong positioning both online and offline. Their Instagram community is engaged, their online store is a high-converting asset, and their SCC store receives foot traffic driven directly from digital campaigns.
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