Rabaq is a Saudi fragrance e-commerce brand offering a modern, premium experience in the Kingdom's highly active perfume market. The brand stands out through competitive pricing, a generous tester-with-purchase mechanic (3 free tester samples + 1 free bottle with every 2 purchases), and a diverse catalog spanning men's, women's, and unisex fragrances.
Saudi Arabia is one of the highest per-capita perfume-consuming markets in the world — consumers are knowledgeable, discerning, and active across multiple platforms. Rabaq's challenge was entering a competitive market and establishing itself as a trusted brand without the legacy equity of established players.
The Saudi fragrance market required a positioning strategy that communicated quality and value simultaneously — not an easy balance in a market where luxury associations matter. Three strategic principles shaped the campaigns:
1. Let the offer speak confidence, not desperation. The "3 free testers + 1 free bottle with 2 purchases" mechanic was positioned as "we're so sure you'll love this that we'll let you try it first" — reframing the offer from promotional tactic to brand confidence statement.
2. Platform-native over platform-adapted. Creative designed specifically for Snapchat outperformed resized Meta assets. TikTok served as the brand discovery channel — introducing Rabaq to Saudi fragrance consumers who would later convert on Meta or Snapchat. Measuring multi-touch attribution was essential.
3. Sensory storytelling over product specification. The most effective creative made the audience feel what wearing the fragrance would be like — not what the notes were.
From awareness to conversion
Who this brand's ideal customer is
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