Louis Dirma Case Study

📋
Overview

Louis Dirma is a premium cosmetics brand operating in the Egyptian market with a focus on skincare and beauty products. When we started working together, the brand had minimal digital presence and inconsistent ad performance with no structured funnel strategy.

Over the course of the engagement, we built a complete performance system from audience research to creative testing to full-funnel Retargeting — resulting in consistent ROAS above 6x and a 55% reduction in CPA.

🎯
Objectives

✦ Scale monthly ad spend from $5K to $30K+ while maintaining ROAS above 4x

✦ Build brand awareness in the competitive Egyptian cosmetics market

✦ Reduce CPA for direct purchases by 50%+

✦ Build Retargeting audiences and warm up cold traffic efficiently

✦ Implement proper tracking to make every advertising decision data-driven

⚡
Challenges

⚠️ Saturated cosmetics market in Egypt with heavy competition from established brands

⚠️ High CPMs on Meta due to broad audience targeting by previous agency

⚠️ Pixel was poorly configured — missing purchase events and incorrect value tracking

⚠️ No structured creative testing process — running the same creatives for months

⚠️ Attribution issues between Meta and Google were causing double-counting

🧠
Strategy

We built a three-layer funnel strategy. At the top (TOFU), we focused on video content and engagement campaigns targeting broad audiences by interest and behavior to maximize reach efficiency. At the middle (MOFU), we used traffic and catalog campaigns to re-engage video viewers and website visitors. At the bottom (BOFU), we deployed aggressive Retargeting with strong offers targeting warm audiences who had added to cart or initiated checkout.

Creative strategy was restructured around a weekly testing cycle: 3-4 new concepts per week, isolated variables, clear winning criteria based on CPA and ROAS — not CTR or engagement.

⚙️
Execution

→ Rebuilt Meta pixel with CAPI integration for improved signal quality and attribution

→ Set up GA4 with custom events and connected Looker Studio dashboard for daily monitoring

→ Segmented audiences into 8 tiers: cold, warm (3-day, 7-day, 30-day), LAL 1%, 2%, 5%, and past purchasers

→ Launched creative testing campaigns with CBO structure to let budget flow to winners

→ Implemented dayparting strategy after analyzing peak conversion hours in the data

→ Built seasonal campaign calendars around Egyptian holidays and shopping events

→ Weekly reporting with clear action items and budget reallocation decisions

📈
Results

6.1x

Avg ROAS

↓55%

CPA Reduction

+200%

Monthly Leads

5.2%

Avg CTR

$800K+

Total Spend Managed

3 yrs

Engagement Duration

📊
Performance Metrics

ROAS 6.1x

CTR 5.2%

CVR 4.1%

CPA Efficiency ↓55%

Audience Quality High

💡
Key Learnings

💡 In competitive markets like Egyptian cosmetics, audience layering beats broad targeting — specificity wins.

💡 CAPI integration alone improved reported ROAS by 18% by recovering lost attribution from iOS14+ changes.

💡 Creative fatigue happens faster in beauty categories — weekly rotation is non-negotiable.

💡 BOFU Retargeting with time-based segmentation (1-day vs 7-day vs 30-day) significantly improves conversion rates.

💡 Dayparting to peak hours (8PM–11PM) reduced wasted spend by ~22% for this brand.

Louis Dirma لويس ديرما

📋 Overview

🎯 Objectives

⚡ Challenges

🧠 Strategy

⚙️ Execution

📈 Results

📊 Performance Metrics

💡 Key Learnings