Hovers Impact Series · Performance Marketing
How Hovers grew House of Masaba’s revenue 35% on Meta, by lifting order value 52%
How Hovers grew House of Masaba’s revenue 35% on Meta, by lifting order value 52%
How Hovers grew House of Masaba’s revenue 35% on Meta, by lifting order value 52%
A value-led growth story: instead of buying cheap volume, Hovers grew monthly revenue +35% and average order value +52%, while holding ROAS at a healthy 3.22x as spend scaled +50%.
A value-led growth story: instead of buying cheap volume, Hovers grew monthly revenue +35% and average order value +52%, while holding ROAS at a healthy 3.22x as spend scaled +50%.
A value-led growth story: instead of buying cheap volume, Hovers grew monthly revenue +35% and average order value +52%, while holding ROAS at a healthy 3.22x as spend scaled +50%.
By Hovers · Published 10 June 2026 · D2C Fashion & Lifestyle · Meta
Crossed a major new monthly-revenue milestone, by lifting order value +52%, not chasing cheap volume.
All results are monthly averages for Jan–May, compared year over year (Jan–May 2025 vs Jan–May 2026). Results are client-reported; the strategy and challenge narrative below are inferred from the performance data.
Monthly revenue climbed +35% year over year. Client-reported · Meta-attributed.
The challenge: scale revenue without buying unprofitable volume
The challenge: scale revenue without buying unprofitable volume
The challenge: scale revenue without buying unprofitable volume
House of Masaba, Masaba Gupta’s designer fashion and lifestyle label, was not a turnaround case. The Meta account was already profitable at a 3.59x ROAS before Hovers started work on 5 January 2026. The brief was harder than a rescue: grow monthly revenue meaningfully without eroding the efficiency that was already working.
House of Masaba, Masaba Gupta’s designer fashion and lifestyle label, was not a turnaround case. The Meta account was already profitable at a 3.59x ROAS before Hovers started work on 5 January 2026. The brief was harder than a rescue: grow monthly revenue meaningfully without eroding the efficiency that was already working.
That is the trap most scaling D2C brands fall into. Pour more spend into the same audiences and the cheap, low-intent orders come first, ROAS slides, contribution margin thins, and “growth” quietly becomes unprofitable. For a premium designer brand, three things stood out in the data:
That is the trap most scaling D2C brands fall into. Pour more spend into the same audiences and the cheap, low-intent orders come first, ROAS slides, contribution margin thins, and “growth” quietly becomes unprofitable. For a premium designer brand, three things stood out in the data:
Growth meant more spend, and naive scaling risked a ROAS collapse.
Static creative was carrying the account at roughly a 1% click-through rate.
Average order value was leaving money on the table for a brand whose customers can clearly afford more per cart.
Growth meant more spend, and naive scaling risked a ROAS collapse.
Static creative was carrying the account at roughly a 1% click-through rate.
Average order value was leaving money on the table for a brand whose customers can clearly afford more per cart.
The strategy: shift from volume to value
The strategy: shift from volume to value
The strategy: shift from volume to value
The thesis Hovers ran with was premiumization, not promotion. Rather than chase a larger number of smaller orders, the account was rebuilt to win fewer, larger, higher-intent purchases, and to fund that growth with more efficient media buying so the unit economics held as spend climbed. Three pillars carried it.
The thesis Hovers ran with was premiumization, not promotion. Rather than chase a larger number of smaller orders, the account was rebuilt to win fewer, larger, higher-intent purchases, and to fund that growth with more efficient media buying so the unit economics held as spend climbed. Three pillars carried it.
1 · A DPA-led creative engine
Dynamic product ads replaced static as the primary revenue driver, the winning DPA creatives hit 6.9–9.1% CTR and up to 4.98x ROAS, far past static’s ~1% CTR.
Dynamic product ads replaced static as the primary revenue driver, the winning DPA creatives hit 6.9–9.1% CTR and up to 4.98x ROAS, far past static’s ~1% CTR.
2 · Value-led growth (premiumization)
Targeting and merchandising were tilted toward premium carts, lifting average order value +52%, fewer, larger, higher-intent purchases.
Targeting and merchandising were tilted toward premium carts, lifting average order value +52%, fewer, larger, higher-intent purchases.
3 · Efficient media buying
CPC fell 8% and CPM 9% even as total spend rose 50%, keeping ROAS healthy at 3.22x through the scale.
CPC fell 8% and CPM 9% even as total spend rose 50%, keeping ROAS healthy at 3.22x through the scale.
Execution on Meta: where the deck story goes deeper
Execution on Meta: where the deck story goes deeper
Execution on Meta: where the deck story goes deeper
The single biggest lever was the move from static to dynamic product ads. Static had been a competent workhorse, around 1% CTR and a respectable 3.80x ROAS, but it had a ceiling. DPAs broke through it. By serving the right product from a deep, high-AOV catalogue to the right shopper, the format did two jobs at once: it lifted engagement dramatically and it nudged buyers toward higher-value pieces.
The single biggest lever was the move from static to dynamic product ads. Static had been a competent workhorse, around 1% CTR and a respectable 3.80x ROAS, but it had a ceiling. DPAs broke through it. By serving the right product from a deep, high-AOV catalogue to the right shopper, the format did two jobs at once: it lifted engagement dramatically and it nudged buyers toward higher-value pieces.
Static, CTR 1.0%, ROAS 3.80
DPA, CTR 6.89%, ROAS 4.08
DPA, CTR 9.10%, ROAS 4.98
Alongside the creative shift, the buying engine was tuned to do more with each rupee: lower CPC and CPM while pushing total monthly spend up +50%. That combination, cheaper traffic, sharper creative, premium-cart intent, is what let revenue and order value climb together without ROAS giving way.
Alongside the creative shift, the buying engine was tuned to do more with each rupee: lower CPC and CPM while pushing total monthly spend up +50%. That combination, cheaper traffic, sharper creative, premium-cart intent, is what let revenue and order value climb together without ROAS giving way.
Firepower was then concentrated on the moments that matter. The standout: an all-time record sales day on 11 May 2026, the closing day of the Mother’s Day sale, the biggest single day in the brand’s history, and a clear demonstration of how far the account could be pushed when the creative and buying were both pulling in the same direction.
Firepower was then concentrated on the moments that matter. The standout: an all-time record sales day on 11 May 2026, the closing day of the Mother’s Day sale, the biggest single day in the brand’s history, and a clear demonstration of how far the account could be pushed when the creative and buying were both pulling in the same direction.
All-time record sales day · 11 May 2026 · Mother’s Day sale
An all-time record sales day on 11 May 2026, and a monthly revenue line that climbed +35% to a major new milestone.
An all-time record sales day on 11 May 2026, and a monthly revenue line that climbed +35% to a major new milestone.
The results, and the honest trade-off
The results, and the honest trade-off
The results, and the honest trade-off
The headline wins are real and they compound: revenue up, order value up, traffic cheaper. But this was a deliberate trade, and the table tells the whole truth.
The headline wins are real and they compound: revenue up, order value up, traffic cheaper. But this was a deliberate trade, and the table tells the whole truth.
Average order value rose +52% year over year, the engine of the value-led story. Bigger baskets, not cheaper orders.
Scaling a premium D2C brand is not about finding more buyers at any cost. It is about growing the value of each customer you already win, and engineering the media and creative so efficiency holds as you scale. For House of Masaba, that thesis grew monthly revenue +35% to a major new milestone, with an all-time record sales day to match.
Scaling a premium D2C brand is not about finding more buyers at any cost. It is about growing the value of each customer you already win, and engineering the media and creative so efficiency holds as you scale. For House of Masaba, that thesis grew monthly revenue +35% to a major new milestone, with an all-time record sales day to match.
Held / context for the value-led trade
Read it as a value-led story, because that is what it is. Revenue +35%, AOV +52%, and cheaper traffic are the genuine proof points. ROAS held at 3.22x, not an improvement, but a strong outcome given spend scaled +50% at the same time; efficiency survived the scale. The flip side is honest and expected: chasing larger baskets instead of raw volume means fewer orders and a lower conversion rate, so the cost to win each customer rose with the bigger basket. For a premium designer brand, paying more to win each high-value cart is the right trade, the revenue and order-value gains more than carry it.
We build value-led performance engines for D2C fashion and premium-lifestyle brands, scaling revenue without trading away efficiency. If you are trying to grow past your next revenue ceiling, let’s talk.
We build value-led performance engines for D2C fashion and premium-lifestyle brands, scaling revenue without trading away efficiency. If you are trying to grow past your next revenue ceiling, let’s talk.
Get in touch, www.hovers.in
Results are client-reported and reflect monthly averages for the Jan–May window, year over year (2025 vs 2026). Revenue figures are ad-attributed (ROAS × spend). The strategy and challenge narrative are inferred from the performance data and should be confirmed before external publication.