Diet Hub Case Study | Omar Ashraf

📋
Overview

Diet Hub is an Egyptian nutrition and healthy food brand offering meal plans, supplements, and healthy snack products. When we began working together, the brand had growing organic demand but inconsistent paid performance and high customer acquisition costs.

The nutrition category in Egypt was experiencing rapid growth post-2020, with increasing competition from both local brands and international supplements players entering the market.

🎯
Objectives

✦ Scale monthly ad spend from $8K to $25K+ while maintaining ROAS above 3.5x

✦ Reduce cost per first purchase by 40%+

✦ Build subscription/repeat purchase model through retargeting

✦ Improve landing page conversion rate alongside paid traffic

✦ Implement proper attribution to understand true channel performance

⚡
Challenges

⚠️ High competition in Egyptian nutrition market with aggressive discounting from competitors

⚠️ Nutrition products require strong trust signals — health claims need careful compliance

⚠️ Seasonal demand fluctuations around Ramadan, summer, and wedding season

⚠️ iOS14+ attribution issues were causing significant underreporting of conversions

⚠️ Product catalog was large — required smart catalog campaign structure

🧠
Strategy

We structured campaigns around the customer journey: educational content at the top of funnel (healthy eating tips, transformation stories), product-focused content in the middle, and strong offer-driven ads at the bottom with urgency triggers.

We also implemented a subscription nudge sequence — targeting first-time buyers with bundle and subscription offers within 7 days of their first purchase, which dramatically improved LTV.

⚙️
Execution

→ Implemented Meta CAPI to recover lost attribution and improve signal quality post-iOS14

→ Built catalog campaigns with custom labels for bestsellers, new arrivals, and high-margin products

→ Created seasonal campaign calendars for Ramadan (meal plan focus) and summer (weight loss focus)

→ Launched UGC-style video ads featuring real customer transformations — outperformed studio ads by 55%

→ Built 3-tier retargeting: 3-day, 7-day, 30-day with different offers at each stage

→ A/B tested landing pages — removed friction steps, improved load speed, added trust badges

→ Weekly creative rotation to prevent fatigue in this high-frequency category

📈
Results

4.5x

ROAS

↓40%

CPA Reduction

+180%

Monthly Revenue

4.8%

CVR

4.2%

Avg CTR

$300K+

Spend Managed

📊
Performance Metrics

ROAS 4.5x

CTR 4.2%

CVR 4.8%

CPA Efficiency ↓40%

Revenue Growth +180%

💡
Key Learnings

💡 UGC-style transformation content outperforms professional studio ads by 55% CTR in the nutrition category.

💡 CAPI integration recovered 22% of lost conversions post-iOS14 — critical for nutrition brands with high purchase values.

💡 Subscription nudge sequences within 7 days of first purchase increase LTV by 3x.

💡 Ramadan campaigns focused on meal planning (not weight loss) outperform generic ads by 40%.

💡 Removing checkout friction steps (fewer form fields, saved payment) improved CVR by 28%.

Diet Hub دايت هاب

📋 Overview

🎯 Objectives

⚡ Challenges

🧠 Strategy

⚙️ Execution

📈 Results

📊 Performance Metrics

💡 Key Learnings