Vitrah Case Study | Omar Ashraf

📋
Overview

Vitrah is an Egyptian cosmetics brand offering skincare and beauty products targeting young Egyptian women aged 18–30. The brand had a strong social media following but had difficulty converting that audience into consistent paying customers through paid channels.

Our engagement focused on bridging the gap between organic brand affinity and paid performance, building systems that could systematically convert interest into purchases.

🎯
Objectives

✦ Convert existing social following into paying customers through targeted campaigns

✦ Achieve ROAS above 3x consistently across Meta campaigns

✦ Reduce cost per purchase by 20%+ through audience refinement

✦ Build a retargeting system for website visitors and video viewers

✦ Establish TikTok as a growth channel for younger demographics

⚡
Challenges

⚠️ High organic engagement but low conversion from organic to paid — different audience intent

⚠️ Young demographic (18–25) has lower purchasing power, requiring careful offer structuring

⚠️ Heavy competition in Egyptian cosmetics requiring strong creative differentiation

⚠️ Limited ad budget required highly efficient campaign structure with minimal waste

⚠️ Creative assets were inconsistent in quality — needed to establish production standards

🧠
Strategy

We built a strategy that leveraged the brand's existing organic audience as a warm seed for lookalike audiences, then systematically expanded from there. Custom audiences were built from Instagram engagers, website visitors, and video viewers — these performed 45% better than cold interest audiences.

For TikTok, we created native-style content that felt organic to the platform, which dramatically reduced CPM and increased reach among the younger target demographic.

⚙️
Execution

→ Built custom audiences from Instagram engagers and website visitors as lookalike seeds

→ Created clear CBO campaign structure with 3 audience tiers and dedicated budgets

→ Launched TikTok native-style content campaigns targeting 18–26 age group

→ Implemented bundle offers and first-purchase discount strategy to lower acquisition cost

→ Set up basic retargeting for cart abandoners and product page viewers

→ Weekly creative brief process to ensure consistent quality and variety

→ Monthly performance review with actionable optimization decisions

📈
Results

3.2x

ROAS

↓22%

CPA Reduction

+85%

Monthly Revenue

2.5%

Avg CTR

2.7%

CVR

$150K+

Spend Managed

📊
Performance Metrics

ROAS 3.2x

CTR 2.5%

CVR 2.7%

CPA Efficiency ↓22%

Audience Quality High

💡
Key Learnings

💡 Organic engager audiences consistently outperform cold interest audiences by 45% in conversion rate.

💡 TikTok native-style content reaches young Egyptian consumers at significantly lower CPM than Meta.

💡 First-purchase discount offers dramatically reduce acquisition cost for new cosmetics brands building their customer base.

💡 Bundle offers improve AOV and ROAS even for budget-conscious younger demographics.

Vitrah فيتراه

📋 Overview

🎯 Objectives

⚡ Challenges

🧠 Strategy

⚙️ Execution

📈 Results

📊 Performance Metrics

💡 Key Learnings