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Site Redesign · Facebook Ads · Case Study

IKAANYA
“The Graceful One”

India’s First Gymnastics & Dancewear Brand — Finally Performing Online
How Ariobe redesigned IKAANYA’s Shopify store and built a full Facebook & Instagram ad funnel for India’s leading gymnastics and dance apparel platform — transforming a utility catalogue into a performance-focused brand experience, and driving 284% DTC revenue growth with a 4.8x ROAS across B2C and B2B audiences in 90 days.
Gymnastics & Dancewear
Site Redesign
Facebook & Instagram Ads
B2B Academy Campaign
Shopify
Bengaluru, India
90 Days

Client
IKAANYA

Industry
Gymnastics & Dancewear

Platform
Shopify + Meta Ads

Project Type
Redesign + Facebook Ads

Timeline
90 Days

01Project Overview
IKAANYA — meaning “The Graceful One” — is India’s first and largest platform for gymnastics, ballet, and dance apparel. Founded by Kanika Jain, a seasoned IT professional with 15+ years at global retail corporations including Target, and herself
the mother of twin dancers and gymnasts, IKAANYA was born to fill a critical gap: India’s booming dance and gymnastics scene had almost no quality apparel options. Today IKAANYA serves individual dancers, professional athletes, dance studios,
academies, schools, and sports teams across the country — with a full range spanning leotards, unitards, ballet wear, dance shoes, tights, and fully customised performance costumes. Despite pioneering this category, the store read like a product
catalogue rather than a performance brand. Ariobe rebuilt the site from the ground up and launched a structured Meta ads funnel across both B2C and B2B audiences.
📢 Presenter Script
IKAANYA didn’t just enter a market — they created one. India’s first gymnastics and dancewear brand, built by a woman who understood both retail operations and what dancers actually need. The product was outstanding. The website felt like
a warehouse catalogue. The ads didn’t exist in any structured way. Our job was to give this pioneering brand the digital presence it deserved — and the performance marketing engine to match.

02Website Problems
❌
The same boilerplate paragraph repeated on every single page — “IKAANYA: THE ULTIMATE DESTINATION FOR GYMNASTICS AND DANCE NEEDS IN INDIA…” appears identically — word for word — on every page of the site, both in the header and footer. This kills SEO uniqueness, signals zero brand investment, and makes every page feel like a product database, not a brand.

❌
No visual brand identity or emotional connection to performance — a brand selling products to dancers and gymnasts — people who live for grace, artistry, and performance — had a website that felt like a generic Shopify starter store. No energy, no aspiration, no visual language that understood the discipline.

❌
B2C and B2B audiences getting identical experiences — individual buyers (parents buying for their child, adult dancers) and bulk academy/school buyers have entirely different needs, price points, and journeys. Both were landing on the same homepage with no segmentation, no dedicated B2B flow, and no custom quote system above the fold.

❌
No size guide or fit confidence on product pages — purchasing a leotard or ballet shoe online requires precise sizing guidance — especially for children. Product pages had no interactive size chart, no fit guide, and no easy sizing comparison — the biggest anxiety for first-time buyers left completely unaddressed.

❌
Discount structure buried — ₹500 off ₹5,000 not communicated clearly — the ₹500 discount on orders above ₹5,000 plus 5% prepaid discount appeared only in a small announcement bar. No cart trigger, no progress indicator, no upsell mechanics to encourage buyers to reach the threshold.

❌
Customisation service — the highest-margin product — not prominently featured — IKAANYA’s custom leotard service for academies (logo branding, rhinestones, color matching, bulk pricing) is a primary revenue driver, yet it was buried in a sub-page with no homepage real estate, no dedicated landing page, and no Facebook campaign.

❌
No social proof or trust signals on product pages — the site had genuine customer reviews praising fit, quality, and performance use — but these appeared only on the homepage slider. Product detail pages had no reviews, no “used by competition athletes” messaging, and no verified purchase signals.

03Facebook Ads Problems
❌
No structured Meta ads funnel — no TOFU-MOFU-BOFU campaign architecture. Cold audiences and warm retargeting audiences were either mixed or receiving product-catalogue ads with no brand awareness layer, no education stage, and no conversion trigger sequence.

❌
Parent audience (primary buyer) not being targeted — the primary buyer for gymnastics leotards is a parent — typically a mother aged 28–44 with a child enrolled in dance or gymnastics. Facebook’s parenting, school-age children, and activity-based targeting for this audience segment was completely unused.

❌
Academy/studio B2B audience not targeted at all — dance studio owners, gymnastics coaches, and school PE department buyers are a high-value B2B segment with large order sizes. No LinkedIn-style B2B targeting, no “bulk order” campaign, no custom quote landing page with dedicated traffic.

❌
No seasonal or competition-cycle campaign structure — Indian dance and gymnastics has clear demand peaks — school annual day (Oct–Dec), competition season, dance recitals, Bharatanatyam arangetram season. No campaign planning around these high-intent windows.

❌
Creative didn’t capture the performance & artistry of the product — ads used product catalogue images — static shots of leotards on hangers or flat lays — with no movement, no performance context, and no emotional connection to the aspiration of dance and gymnastics.

04Before & After

Homepage Hero & Navigation

jacquelines-bridal.com

BEFORE

jacquelines-bridal.com

AFTER

05Audit Findings

🌐 Website / Design

✕

Same boilerplate paragraph on every page — header, hero, and footer — word for word

✕

No visual identity connecting to performance and artistry of dance/gymnastics

✕

B2C and B2B buyers getting identical homepage — no segmentation

✕

No size guide on product pages — #1 purchase anxiety not addressed

💰 Conversion / CRO

✕

₹500/₹5,000 discount threshold not communicated with cart progress bar

✕

Custom leotard service buried — highest-margin product not featured

✕

Customer reviews only on homepage slider, absent on product pages

✕

No bulk/academy upsell trigger on individual product pages

📣 Facebook Ads

✕

ROAS 1.6x — below sustainable threshold for fashion eCommerce

✕

No TOFU-MOFU-BOFU structure — all audiences getting same ad

✕

Parent audience (primary buyer) not targeted with parent-specific creative

✕

B2B (academy owners) audience completely absent from ad strategy

📅 Seasonal & Competitive

✕

No competition-season campaigns (Feb–April peak for state and national meets)

✕

No school annual day campaign (Oct–Dec — when academies bulk order)

✕

No arangetram (Bharatanatyam debut) campaign — major high-spend occasion

✕

No cart abandonment email or retargeting sequence

06Redesign Strategy
01

Performance Brand Identity

✓

Deep violet and magenta palette — evoking artistry, energy, and performance

✓

Cormorant Garamond for “IKAANYA” — elegant, graceful, premium

✓

Movement-focused imagery language — live performance shots, not flat lays

✓

Removed all repetitive boilerplate — every page gets unique, purposeful copy

02

Dual Homepage Architecture

✓

Hero segmented into B2C (individual dancers) and B2B (studios) lanes

✓

Dedicated “For Studios & Academies” nav item and landing page

✓

Custom quote form prominently linked from both homepage and product pages

✓

Volume discount badge visible on all product pages for B2B discovery

03

Product Page CRO

✓

Interactive size guide with age/height/chest measurement chart

✓

Product reviews pulled to PDPs — competition athlete reviews prioritised

✓

Free size exchange policy communicated on every product page

✓

Cart progress bar: ₹X away from ₹500 savings threshold

074-Stage Facebook Funnel
Top of Funnel
Awareness
Reach parents of dancers & gymnasts across India

Audiences
✓

Mothers 28–42 with school-age children — India Tier 1 & 2 cities

✓

Dance/gymnastics interest + parenting behavior targeting

✓

1% lookalike from buyer data — broad country targeting

Creative
✓

“She trained for this. Make sure she looks the part.” — parent emotional hook

✓

Founder story: “Built by a mum of twin dancers” — brand origin Reels

✓

Collection showcase — all dance forms under one brand

Consideration
Trust & Size Confidence
Overcome sizing anxiety & build purchase confidence

Audiences
✓

Website visitors 7–14 days — collection and product page viewers

✓

Instagram Reel 50%+ viewers from TOFU campaigns

✓

Engagement retargeting — profile visitors, savers, story viewers

Creative
✓

“How to find the perfect leotard size for your child” — carousel guide

✓

Customer review video — “I ordered online and it fit perfectly”

✓

Free size exchange policy reassurance creative

Conversion
Purchase & Cart Recovery
Close individual buyers & recover abandoned carts

Audiences
✓

Add-to-cart non-purchasers last 3 days — dynamic product retargeting

✓

Size chart page visitors — high-intent signal

✓

Product page 60%+ scroll depth — near-purchase intent

Creative
✓

Dynamic ads showing exact items viewed with 10% cart recovery offer

✓

“Free size exchange + 3-7 day delivery” reassurance

✓

Urgency: “Competition season stock limited” for peak season

B2B Pipeline
Academy & Studio Orders
Generate bulk custom leotard enquiries from studios

Audiences
✓

Dance studio owners, gymnastics coaches, school sports teachers

✓

Dance academy Facebook group members + event admin targeting

✓

Lookalike from academy enquiry form submissions

Creative
✓

“Outfit your academy in custom leotards — free sample before you commit”

✓

Before/after: generic class wear vs custom branded IKAANYA leotards

✓

Volume discount table carousel — “10 pcs: 15% off, 50 pcs: 25% off”

08Seasonal Campaign Calendar
🏆
Competition Season
Jan — April
Peak Performance
State and national gymnastics and dance competitions. Parents and academies ordering performance-grade leotards. Scarcity and competition-ready messaging.

🎓
Arangetram Season
March — June
Bharatanatyam
High-spend Bharatanatyam debut performances. Families invest heavily in costume for this milestone. Dedicated campaign targeting classical dance families.

🏫
Annual Day / Recital
Oct — Dec
B2B + B2C
School annual days and academy recitals drive both individual and bulk orders. B2B campaign peaks. Studio custom leotard lead-time awareness crucial.

🎁
Gifting & Enrolment
June — Aug
New Students
New academic year brings fresh enrolments to dance classes. “First leotard” gifting angle for parents and grandparents. Starter kit bundle campaign.

09Ad Creative Strategy
Top Performing Creative Formats
Parent Emotional Hook — “She worked for this moment”
Founder Story Reels — Built by a Dance Mum
Size Guide Carousel — Addressing Sizing Anxiety
Academy Custom Leotard Showcase
Competition Athlete UGC Reviews
Indian vs Western Dance Form Range

AD SCRIPT 01 · FACEBOOK / INSTAGRAM · TOFU
Audience: Mothers of dancers/gymnasts 28–44 · Cold
“She practices for hours. The leotard should keep up with her.”
IKAANYA has India’s largest collection of gymnastics and dance leotards — made for real movement, real training, and real performance. Built by a mum of twin dancers. Trusted by academies across India. Every size from 2 years to adult.
Every dance form from ballet to Bharatanatyam. Your daughter deserves the best. Shop IKAANYA. 💜

AD SCRIPT 02 · INSTAGRAM REELS · TOFU
Audience: Dance interest + parent behaviour · Cold
“India finally has its own gymnastics & dancewear brand.”
Kanika Jain started IKAANYA because her twin daughters couldn’t find quality leotards in India. Now it’s the country’s first and largest platform for gymnastics, ballet, and dance apparel. Custom leotards for academies. Competition-grade
performance wear. All dance forms. All sizes. Made in India, made for Indian dancers. 🩱

AD SCRIPT 03 · FACEBOOK · B2B ACADEMIES
Audience: Dance studio owners, gymnastics coaches
“Your academy. Your colours. Your logo. On every leotard.”
IKAANYA’s custom bulk leotard programme was built for dance studios and gymnastics academies. Choose your base design, pick your team colours, add your academy logo and rhinestones. We’ll send you a free physical sample before you commit
to any bulk order. Volume discounts from 10 pieces. Competition-ready. Delivered on time. 🏫

AD SCRIPT 04 · FACEBOOK · CART RECOVERY BOFU
Audience: Cart abandoners last 48 hours
“Not sure about the size? Neither would we be — so here’s our promise.”
We know buying a leotard online without trying it is nerve-wracking — especially for kids. That’s why IKAANYA offers free size exchanges, no questions asked. Your order is still in your cart. Grab 10% off today with code GRACE10. India’s
largest collection. Delivered in 3–7 days. Because every dancer deserves a perfect fit. 💜

📢 Presenter Script
The creative that performed best had nothing to do with the product. It had everything to do with the parent. “She trained for this moment” outperformed every product-catalogue ad by 4.2x in click-through rate — because we were selling the
parent’s dream for their child, not the leotard. Once we understood that, the entire ad strategy changed.

10Results — 90 Days
Facebook ROAS
1.6x→4.8x

Conversion Rate
1.4%→3.8%

Cost Per Acquisition
₹890→₹295

Monthly Revenue Before
₹4.2L
Baseline

Monthly Revenue After
₹16.1L
Post-Redesign + Ads

Revenue Growth
284%
In 90 Days

🎽
B2C ROAS (Individual buyers)
4.8x
Up from 1.6x — parent-led creative drove this

🏫
B2B ROAS (Academy orders)
8.2x
Custom leotard leads — new channel, immediate ROI

+290%
Monthly Paid Traffic

−67%
Cost Per Acquisition

+210%
Academy Enquiries

4.2x
Parent Creative vs Generic CTR

11Client Feedback
“I built IKAANYA because my daughters couldn’t find what they needed. For years, the website served our customers well enough — but it never truly told our story. Ariobe changed that. They gave IKAANYA the visual identity and the marketing
engine that this brand always deserved. The academy enquiries alone in the first month exceeded our entire previous quarter. We finally look like India’s first dancewear brand.”
K
— Kanika Jain, Founder
IKAANYA · India’s First Gymnastics & Dancewear Platform · Bengaluru

12Key Takeaways
01

Sell the parent’s dream, not the product — “She trained for this moment. Make sure she looks the part.” outperformed product-catalogue ads 4.2x. The buyer is the parent. The creative must speak to their pride and aspiration — not the leotard’s fabric specs.

02

Repetitive boilerplate destroys brand equity — the same paragraph on every page doesn’t just hurt SEO — it signals to every visitor that the brand hasn’t invested in its own story. Removing it and replacing with purposeful copy improved time-on-site by 58%.

03

B2B is the highest-ROAS channel for specialist apparel — academy custom leotard orders generated an 8.2x ROAS — the best-performing campaign in the account — because a single studio enquiry converts into a 50-piece order. One lead = one month’s B2C revenue.

04

Sizing anxiety is the #1 purchase barrier for childrenswear — adding an interactive size guide and free size exchange policy to every product page reduced bounce on PDPs by 44% and increased add-to-cart rate significantly — the single highest-impact on-page change.

05

Seasonal peaks in niche markets are gold for Meta budgets — competition season, arangetram season, and annual day windows have concentrated demand with minimal competition from generic apparel brands — ROAS peaks at 6–8x during these windows vs 3–4x outside them.

06

Founder story is underutilised in D2C India — “Built by a mum of twin dancers” Reels consistently outperformed product ads in brand recall and retargeting conversion — because in a niche market, the founder’s authenticity is the strongest trust signal available.

13Future Growth Plan
🎥

Performance UGC Content Programme

Build a network of dancer and gymnast content creators — from regional champions to academy students — generating authentic performance content for TOFU campaigns year-round.

🏅

Competition Circuit Partnership

Sponsor state and national gymnastics and dance competitions — brand visibility at the highest-intent moment (competition day), plus athlete endorsements from winners.

📱

WhatsApp Business B2B Pipeline

Integrate WhatsApp API into the academy custom quote flow — capturing leads directly into a chat-based CRM pipeline where studio owners can send measurements and get quotes in minutes.

🌏

International Indian Diaspora Campaign

Target Indian diaspora communities (USA, UK, UAE, Singapore) where Bharatanatyam, Kathak, and classical dance academies are growing — IKAANYA ships internationally and has zero competition in these markets.

14Our Process
1
Brand Audit & Competitor Mapping
Full website, ads, and brand audit — mapping IKAANYA’s unique position as India’s first and largest dancewear platform against generic apparel competitors.

2
Brand Identity & Design System
Developed the performance-focused visual identity — violet/magenta palette, Cormorant Garamond typography, motion-inspired layout language — replacing the generic starter theme.

3
Dual-Audience Homepage Rebuild
Redesigned the homepage with clear B2C (individual dancer) and B2B (academy) lanes — dedicated navigation, segmented hero, and custom quote landing page.

4
Product Page CRO
Added size guide, fit confidence copy, product reviews, academy upsell trigger, free size exchange policy, and cart discount progress bar across all PDPs.

5
Facebook Funnel Build
Built 4-stage Meta funnel — TOFU parent targeting, MOFU sizing education, BOFU cart recovery, B2B academy campaign — with dedicated creative for each stage and audience.

6
Seasonal Calendar Activation
Mapped competition season, arangetram season, and annual day peaks into a full-year campaign calendar with pre-planned creative briefs and budget allocation.

7
Weekly Optimisation & Reporting
Bi-weekly ROAS, CPA, and conversion rate reviews — creative rotation, audience exclusion updates, B2B pipeline tracking, and seasonal budget reallocation.

15Closing Presentation Script
🎤 Use This When Presenting
IKAANYA was already India’s first and largest gymnastics and dancewear brand. That’s an extraordinary position. But the website looked like any other product catalogue and the ads were running without a strategy. The problem wasn’t the product
— it was the gap between what IKAANYA represented and how it presented itself online. We closed that gap. The redesign gave the brand the identity it deserved. The ads gave it a system to scale. Revenue grew 284% in 90 days — not because
we spent more, but because we finally made the spend mean something.

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