Zomorod Case Study | Omar Ashraf

📋
Overview

Zomorod is a premium perfumes brand operating in the Saudi Arabian market, offering a curated collection of Arabic and oriental fragrances. The brand had strong product quality and brand identity but lacked a structured performance marketing system to scale online sales.

The Saudi perfumes market is highly competitive, with strong local brands and deep-rooted consumer preferences. Success required building trust through storytelling and leveraging platform-specific creative formats.

🎯
Objectives

✦ Achieve consistent ROAS above 4x across Meta and Snapchat

✦ Scale monthly revenue by 100%+ within 6 months

✦ Build brand awareness among Saudi fragrance enthusiasts

✦ Optimize Salla store conversion rate alongside paid traffic

✦ Establish Snapchat as a primary channel for the 18–35 demographic

⚡
Challenges

⚠️ Highly competitive Saudi perfumes market with established local and international brands

⚠️ Consumers rely heavily on scent experience — conveying fragrance quality through video ads is challenging

⚠️ High CPMs on Snapchat required precise audience targeting to maintain profitability

⚠️ Product photography needed to reflect premium positioning consistently

⚠️ Seasonal peaks around Ramadan and Eid required advance campaign planning

🧠
Strategy

We built a platform-specific strategy that treated Meta and Snapchat as complementary channels. On Meta, we focused on brand storytelling — showcasing the heritage, ingredients, and craftsmanship of each fragrance through cinematic video content. On Snapchat, we used story-format ads with direct CTAs targeting young Saudi consumers aged 18–32.

We also identified bundle offers (sets of 3–5 fragrances) as the highest AOV products and allocated significant budget to pushing these through retargeting campaigns to warm audiences.

⚙️
Execution

→ Built platform-specific creative briefs: horizontal/square for Meta, vertical story for Snapchat

→ Launched 3-phase creative testing: hook → offer → landing page

→ Created Ramadan and Eid seasonal campaign calendars with 4-week advance preparation

→ Implemented bundle offer ads targeting past purchasers for upsells

→ Set up custom GTM configuration for Salla with accurate purchase value tracking

→ Built lookalike audiences from top 10% purchasers for cold traffic scaling

→ Weekly budget reallocation based on platform ROAS performance

📈
Results

4.8x

ROAS

+120%

Sales Growth

3.2%

CVR

4.4%

Avg CTR

$150K+

Spend Managed

+65%

AOV Growth

📊
Performance Metrics

ROAS 4.8x

Meta CTR 4.8%

Snapchat CTR 3.1%

CVR 3.2%

AOV Growth +65%

💡
Key Learnings

💡 Fragrance storytelling (ingredients, origin, craftsmanship) outperforms direct product ads by 40%+ CTR.

💡 Bundle offers consistently deliver 60–80% higher ROAS than single-product ads in this category.

💡 Ramadan campaigns planned 4 weeks in advance with gradual budget ramp perform 35% better than last-minute launches.

💡 Snapchat drives stronger performance for 18–28 age group in KSA for lifestyle products.

💡 Saudi dialect Arabic copy outperforms Modern Standard Arabic by ~30% CTR in this category.

Zomorod زمرد

📋 Overview

🎯 Objectives

⚡ Challenges

🧠 Strategy

⚙️ Execution

📈 Results

📊 Performance Metrics

💡 Key Learnings