Rabaq Case Study | Omar Ashraf

📋
Overview

Rabaq is a premium honey brand in Saudi Arabia offering natural and specialty honey products through their Salla e-commerce store. The brand had consistent product demand but struggled with high acquisition costs and low returning customer rates.

Our engagement focused on reducing CPA while improving the quality of traffic sent to the store, with a secondary goal of building a loyal customer base through retargeting sequences.

🎯
Objectives

✦ Reduce cost per purchase by 25%+ while maintaining volume

✦ Achieve consistent ROAS above 3.5x across all platforms

✦ Build a retargeting system to increase repeat purchase rate

✦ Improve Salla store conversion rate through better traffic quality

✦ Develop Snapchat as a secondary performance channel

⚡
Challenges

⚠️ Saudi honey market has strong trust barriers — consumers prefer known local brands or personal recommendations

⚠️ Previous campaigns were not optimized for purchase events, driving low-quality traffic

⚠️ Salla tracking integration needed custom GTM setup for accurate purchase event firing

⚠️ High CPMs required careful audience selection and creative testing to maintain efficiency

⚠️ Limited creative assets — needed to establish a content production rhythm

🧠
Strategy

We focused on a trust-first approach, leading with educational content about the honey's origin, quality certifications, and harvest process. This warmed audiences before showing them purchase-focused ads, resulting in significantly higher conversion rates compared to direct product ads.

We also built a 7-day post-visit retargeting sequence that re-engaged website visitors with progressive offers, moving them from awareness to purchase.

⚙️
Execution

→ Rebuilt campaign structure with purchase-optimized objectives and proper value tracking

→ Created trust-building video content: harvest process, certifications, quality story

→ Implemented 7-day retargeting sequence with progressive messaging

→ Set up Salla custom events via GTM for accurate purchase and value tracking

→ Launched bundle offer campaigns targeting existing customers for AOV improvement

→ Built KSA-specific audience segments based on local interests and purchase behaviors

→ A/B tested Arabic copy variants: Saudi dialect vs MSA — dialect won by 28% CTR

📈
Results

4.1x

ROAS

↓28%

CPA Reduction

+75%

Monthly Revenue

3.6%

Avg CTR

+35%

Repeat Purchase Rate

3.1%

CVR

📊
Performance Metrics

ROAS 4.1x

CTR 3.6%

CVR 3.1%

CPA Efficiency ↓28%

Repeat Purchase +35%

💡
Key Learnings

💡 Trust-first content (harvest story, certifications) reduces CPA by ~35% compared to direct product ads.

💡 Post-purchase retargeting sequences increase repeat purchase rate significantly for consumable products.

💡 Saudi dialect copy consistently outperforms Modern Standard Arabic for food products.

💡 Bundle offers drive 40%+ higher AOV and better ROAS than single-unit campaigns.

Rabaq رباق

📋 Overview

🎯 Objectives

⚡ Challenges

🧠 Strategy

⚙️ Execution

📈 Results

📊 Performance Metrics

💡 Key Learnings