Humnafs-Reels-case-study

Client - Humnafs
Category - E-COMMERCE
Medium - WebPortal

Brief

Humnafs Official, an apparel / fashion brand (women’s modest wear) with a strong Instagram presence, wanted to increase engagement, reach new markets, and drive a higher conversion rate (website visits & sales) through Instagram Reels. Their reels so far had good aesthetics but inconsistent performance—low retention, not many saves/shares, and limited reach beyond the existing follower base.

Idea

Leverage trending audio and cultural fashion trends to create reels that resonate with the target audience (young women interested in modest fashion). Use storytelling & lifestyle formats instead of just product display - e.g. “A day in the life wearing Humnafs”, “Styling modest outfits for different occasions”, “Behind-the-scenes of design / craftsmanship”. Incorporate model/influencer appearances to add relatability and social proof. Use engaging hooks in the first 3 seconds (colourful visuals, motion, interesting text overlay) to improve retention. A/B test different content formats (tutorials vs lookbooks vs testimonial reels) to see what gets highest engagement.

Execution

We created 21 reels over a span of 3 weeks: “lookbook” style reels, styling tutorials, and lifestyle / behind-the-scenes. We collaborated with eight modest-fashion influencers whose style aligned with Humnafs' brand identity. They wore Humnafs outfits and shared their styling tips. Shooting was done partly in studio and partly outdoor to get varied backdrops; used natural lighting and motion transitions to keep visuals dynamic. Editing emphasized quick cuts, trending transition effects, text overlays, and captions optimized for those who watch without sound. Posted reels at times when Instagram analytics showed highest follower activity. We also used relevant hashtags & cross-shared stories for traction. Measured performance via reach, saves, shares, retention (watch till end), and click-through to product pages.

Outcome

Average reach per reel increased by ~5× compared with previous Reels. Engagement rate (likes + comments + shares + saves) increased by ~2.5×, particularly on lookbook & tutorial reels. Two of the reels went “viral” in the modest fashion niche, achieving 25-30% more saves and shares than previous bests. Click-through rate to the online store increased by ~40%, with a corresponding sales uplift of ~20% in the month following the campaign. View retention improved; among the 6 reels, 4 achieved over 50% audience retention to the last 3 seconds.