At the start, the approach was traditional e-commerce promotion without fully using ad-platform capabilities or strong sales-driven creatives. Most offers were seasonal and were not reused effectively after the season ended.
Meta was unused. TikTok and Snapchat had limited tests without a structured creative-testing plan. Creatives (images and videos) lacked a direct purchase-focused message; much of the content was non-selling or season-only.
Product strengths and offers were not highlighted in a way that pushes purchase decisions, and there was no clear focus on top sellers or dedicated campaigns for them.
Situation before the engagement
Clear marketing issues included:
• Weak overall sales and missed sales targets.
• Low ad returns for two consecutive months (ROAS not above 2).
• High, unsustainable cost per order.
• Weak ad creatives — especially videos that were not sales-oriented.
• Dependence on seasonal content (e.g. Ramadan) that could not be reused after the season.
• Meta unused; Snapchat underused.
• Campaigns sent traffic to the store homepage instead of specific product pages.
• Discounts and offers were not presented in a conversion-focused way.
Goals
• Increase order volume significantly.
• Raise average order value (AOV).
• Lower cost per acquisition (CPA).
• Maximize profitable sales at a healthy ROAS.
Plan
Phase 1 — Setup and ad foundations
• New design creatives that highlight discounts professionally.
• Test images, videos, and offer designs to find winning creatives and products.
• Convert Ramadan creatives into evergreen store-branded content.
Phase 2 — Structured expansion across platforms
Focus on Meta, TikTok, and Snapchat — with creatives and campaigns tailored to each platform.
Campaign details by platform
Meta
• Prospecting campaigns to acquire new customers and learn CPA by campaign type.
• Conversion campaigns landing on product pages for purchase.
• Advantage+ Shopping campaigns to maximize performance across placements.
Snapchat
• Interest-free setups with gender split and ages 24+.
• Traffic sent to product pages, not the general store URL.
TikTok
• Scale budgets on proven winning campaigns.
• Gradually tighten CPA targets.
Scaling
A large volume of offer- and quality-focused creatives was produced to support expansion.
Meta scaling
After testing, winning products and creatives were isolated into dedicated campaigns for top sellers and packages. Advantage+ Shopping remained a core driver for new customers.
A previously out-of-stock product was relaunched with scarcity messaging (“limited quantity back in stock”), which drove fast demand.
Creatives answered: Why is this useful for me? How much do I save? Why buy today? — turning ads into persuasion tools, not just awareness.
Snapchat scaling
Bid targets were reduced gradually for better efficiency. Optimization window was set to 7 days instead of 28 for clearer learning signals.
TikTok scaling
Ramadan creatives were adapted into evergreen content emphasizing discount, savings, and quality, while continuously lowering CPA.
Results after one transformation month
• Sales: KWD 10,019 in one month.
• Ad spend: about KWD 2,553.
• ROAS: 3.9X.
Key takeaways
• Content investment is central to purchase decisions — not a decorative add-on.
• A strong, differentiated product is the real competitive edge; ads alone cannot replace it.
• Sales-oriented, value-led creatives are the growth engine.
• Diversify across platforms with flexible budgets instead of relying on one channel.
• Brand and customer insight unlock realistic, effective strategy.
• Sustainable growth needs a full system: content, ads, offers, product quality, and continuous optimization.
