Manuka is a Turkish fashion brand that stands out with modern designs combining classic lines with comfort. In addition to Turkey, the brand serves global markets and develops campaigns aimed at building long-term community bonds through a digital-first approach. However, while Manuka's standard advertising setup generated website traffic, a significant barrier emerged in converting these visitors into high-intent conversations and sales. Thereupon, Manuka, together with Meta Business Partner and multi-channel engagement platform Connexease, deployed a new method.

Users who saw the ad on Instagram and clicked were directed to Manuka's website. Here, they could continue shopping as usual, or with a single button they could start a chat with a Manuka representative via Instagram Direct. This flow created a more personalized and interactive shopping experience, opening up a powerful space for the brand to quickly answer questions, share product recommendations, and convert interest into sales more seamlessly.

In its campaign running from July 9–29, 2025, Manuka allocated equal budget to both its standard advertising approach and the new "website to Instagram Direct" advertising model. The brand reported that the new approach significantly increased customer engagement and campaign efficiency. Key results:

2.7x increase in conversation count compared to standard approach* 27% increase in likes and 38% increase in shares compared to standard approach* Lower cost per purchase and higher return on ad spend (ROAS) compared to standard approach*