Ongoing | 2024 - Present
Performance & Growth
Strategic Advisory
Creative Direction
Paid Media Management
From a Blocked Account to a Conversion-Focused Funnel in Luxury Fashion E-commerce
Alexandra Rafie is a Paris-based designer known for limited edition drops and a sharp visual identity. With operations and buyers spanning Lebanon and the GCC, her brand represents luxury, craftsmanship, and scarcity. When she came to Makina, however, her entire digital ecosystem was blocked—Meta accounts flagged, restricted, and repeatedly disabled to the point where no campaign could run and no data could be collected.
This was not a simple fix. The whole system had to be reinvented from zero.
The core problems were:
- Completely blocked Meta ecosystem: Accounts were flagged, restricted, and repeatedly disabled
- No campaign capability: Unable to run any ads or collect any performance data
- Compliance issues: Previous setup violated Meta policies, leading to continuous restrictions
- No tracking infrastructure: No Pixel, no events, no way to measure e-commerce performance
- Lost months of potential revenue: During the critical SS25 collection drop season
Before any marketing could happen, we needed to rebuild the entire technical foundation—Business Manager, payment systems, Pixel configuration, compliant account structure—everything from scratch.
Complete Digital Ecosystem Rebuild
We rebuilt everything from the ground up:
- Fresh Business Manager: Clean setup with proper structure and permissions
- New compliant lookbook Instagram account: Designed to showcase collections without triggering violations
- Clean payment setup: Verified cards and compliant billing structure
- New Pixel and events configuration: Connected to Shopify with proper e-commerce tracking
- Safe environment: Designed to avoid future violations and maintain account health
This gave the brand a functional foundation for the first time in months.
Focused Media Strategy: Lebanon & Paris
Once the infrastructure was stable, we designed separate campaign strategies for two distinct markets:
Lebanon Strategy:
- Targeted high-income areas with precise geographic and demographic filters
- Pure Sales objective campaigns
- Funnel built for real purchase intent—not awareness
- Creative angles focused on scarcity and limited edition drops
Paris Strategy:
- Designed around visibility, credibility, and early international traction
- Building brand awareness in the European luxury fashion market
- Different creative messaging aligned with Parisian luxury consumer expectations
SS25 Collection Campaigns
Campaigns were centered on:
- Updated landing page with optimized product pages
- Best-selling pieces from the SS25 collection
- Creative direction built on scarcity, craftsmanship, and Alexandra's signature visual universe
Continuous Growth Consultation & Content Collaboration
Alongside paid media, we consulted continuously on growth and campaign structure. We worked closely with Alexandra on:
- Content creation strategy: Defining what to shoot, how to present pieces
- Lookbook visual structure: How to tell the brand story in a way that converts
- Reels, static assets, and copy: Crafting consistent messaging across every touchpoint
Account recovery from complete blockage
Trackable, conversion-driven campaigns
E-commerce funnel with scalable playbook
The impact was immediate and transformative:
- Complete account recovery: From blocked and non-functional to clean, compliant, and operational
- Trackable campaigns: Real traffic, add-to-carts, and purchases now measurable
- Conversion-driven funnel: Optimized for e-commerce performance, not just awareness
- Stable foundation: No more account restrictions or campaign interruptions
- Clear playbook: Structured approach for future drops and international scaling
- Multi-market capability: Separate strategies for Lebanon and Paris with room to expand to GCC
From Crisis to Growth Engine
The brand moved from a blocked, non-functional system to clean, trackable, conversion-driven campaigns that generate real traffic, add-to-carts, and purchases. The funnel is now stable and supported by a clear playbook for future drops and international scaling.
Alexandra Rafie now has a digital infrastructure that can support her luxury brand's growth across multiple markets—something that was impossible just months ago.
