Case Study · Ecommerce & Performance
Selling Urdu calligraphy online with Shopify and performance-driven Meta Ads. A Shopify store and Meta Ads programme that brought a niche Urdu calligraphy brand to a wider audience and turned cultural appreciation into online sales.
Client Overview
Khatkaar creates Urdu calligraphy products, art rooted in a rich cultural and literary tradition.
Niche, culturally meaningful products have passionate audiences, but those audiences need to be found. The brand needed both a place to sell and a way to reach the people who would value its work.
Business Challenge
Khatkaar needed to turn a distinctive craft into a scalable online business.
Strategy
I paired a clean, art-focused Shopify store with Meta campaigns built to find and convert the brand's natural audience.
A minimal storefront that lets the calligraphy take centre stage.
Audiences built around art, culture, literature and home decor interests.
Campaigns optimised for purchases, not just engagement, with retargeting for engaged visitors.
Execution
Step by step, from foundation to optimisation.
Created the Shopify store, product catalogue and brand styling.
Installed Meta Pixel to track product views, add-to-carts and purchases.
Launched Meta Ads to prospect for art and culture audiences and retarget visitors.
Refined creative and audiences based on which products and messages drove sales.
Marketing Channels
Results
Shopify
Online store launched
Meta
Performance campaigns
Niche
Audience discovery
Visual Gallery
Key Learnings
Interest-based targeting on Meta is powerful for culturally specific products.
For art, the storefront should step back and let the work sell itself.
Your turn
If Khatkaar's challenge sounds like yours, let's talk. Share a few details and I'll outline how I'd approach it for your business.