Running Digital Marketing for a Retail Luggage Brand From Social to Search
International House of Luggage came to Litplus in 2021 with no original content, inactive social channels, and a digital presence built entirely from brand assets borrowed from Samsonite, American Tourister and the other labels they stocked. Their own voice did not exist online. They had five stores in major malls across Karachi, Lahore, Islamabad and Peshawar with no system connecting those locations to any digital audience.
We started with social media. Premium imported luggage is a creative category with real range and we built a content system around monthly campaigns rather than product posts. The wedding campaign, "Happily Ever After," had a full editorial shoot blending Pakistani wedding elements with the bags. It ran on Meta Ads alongside the organic content and worked well enough that three other clients approached Litplus having seen the work on this account. Meta Ads ROAS held at 2.8x throughout. That number sits in context: these were high-ticket imported bags where most Pakistani buyers prefer to see the product in person before purchasing. Online ads were moving people to stores, not directly to checkout. We were not yet measuring those in-store arrivals. COVID ended the first engagement in mid-2022. The work did not.
They returned in January 2024. The scope grew to 45 social media posts a month, Meta Ads, Google Ads, and SEO. We also built a monthly tracking system across nine store locations, recording calls, visitor counts, and how many people mentioned the website or ads when they walked in. By April, Centaurus Mall recorded 165 visitors that month with 51 citing online awareness. DMC Karachi grew 85% in visitors from March to April. Beverly Islamabad went from 3 enquiry calls in May to 13 in June. The online head office recorded 9 calls in April with 7 of those callers citing the website.
On social media, Facebook reach hit 2.39 million in February and Instagram reach hit 364,000 in January. Social sessions to the Shopify store peaked at 18,100 in March. Instagram added 236 new followers in May alone with engagement growing consistently through the first half of the year. Google Ads ran a Sale Search campaign with retargeting that grew conversion value 698% between February and July. Shopify sales peaked at PKR 337,373 in July with an average order value of PKR 28,034 that month. Organic search clicks went from 1,240 in January to 3,296 by August, a 166% increase. Search impressions grew 146% over the same period. Average search position improved from 11.1 to 9.6. Session engagement duration went from 25 seconds in January to 73 seconds by July. Google Ads held 3.5x to 4x ROAS consistently. By January 2025 the retail network had grown from five stores to eight company-owned outlets and 25 stockist locations, 33 total across six cities in Pakistan.
