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MJM Outdoor – Scaling an Outdoor & Lifestyle E-commerce Brand

MJM Outdoor is a premium outdoor and lifestyle brand offering tactical backpacks, hiking bags, gym bags, apparel, travel accessories, hoodies, gloves, and outdoor gear for customers across Pakistan. MJM Outdoor

MJM Outdoor – Scaling an Outdoor & Lifestyle E-commerce Brand MJM Outdoor
PKR 926,599+
Advertising Spend
4.84x
Average Account ROAS
8.59x
Best Campaign ROAS
PKR 152 •
Lowest Cost Per Purchase

The Challenge

The objective was to build a profitable e-commerce growth engine capable of scaling multiple product categories simultaneously. Rather than depending on a single bestseller, the brand required a marketing strategy that could consistently generate purchases across backpacks, tactical accessories, scarves, apparel, and outdoor equipment while maintaining strong advertising efficiency.

The challenge was to identify winning products, scale them aggressively, and continuously introduce new collections without increasing customer acquisition costs beyond profitable levels.

The Challenge
Our Strategy

Our Strategy

A full-funnel Meta advertising strategy was implemented with campaigns structured around
product categories instead of a single brand campaign.

Individual campaigns were created for tactical backpacks, scarves, gym bags, hiking gear, and apparel, allowing each product line to be optimized independently. Continuous creative testing identified the highest-converting images, videos, and Reels, while audience segmentation, Lookalike Audiences, Custom Audiences, and dynamic retargeting ensured campaigns reached high-intent buyers.

Winning products were aggressively scaled while underperforming campaigns were replaced with new creatives and audience combinations. Daily optimization focused on improving purchase volume, lowering acquisition costs, and maximizing return on advertising investment across the entire account.

The Result

• Managed Meta advertising investments exceeding PKR 926,000.
• Achieved an average account ROAS of 4.84x across the advertising account.
• Generated 800+ website purchases across multiple outdoor product categories.
• Delivered 8.59x ROAS on the highest-performing campaign.
• Reduced customer acquisition costs to as low as PKR 152 per purchase on winning campaigns.
• Successfully scaled tactical backpacks, scarves, hiking gear, gym bags, and apparel through product-focused campaigns.
• Reached more than 1.73 million people and generated over 5.72 million impressions, significantly increasing brand awareness and online sales opportunities.
• Built a scalable performance marketing framework capable of launching and growing multiple outdoor product categories simultaneously

The Result

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