From tradition to triumph
Renowned for its high-quality and fresh meat offering, Al-Aryaf Foundation faced a major challenge ahead of Ramadan 2024. Faced with a competitive market and a large and diverse target audience, it needed a strategy to boost its turnover without excessive investments.
For any small or medium-sized business (SME), a competitive period like Ramadan can be a time of dread. Al-Aryaf has managed to turn the tide in its favour by employing smart marketing strategies and targeted advertising: find out how it did it.
Strategic changes
As Ramadan approaches, Al-Aryaf Foundation partnered with Snapchat to refine its advertising strategy. This planning resulted in a three-pronged approach:
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Catalog Sales Campaign: The team developed and launched a catalog sales campaign specifically targeting Snapchatters who had previously visited their site. They focused on users over the age of 35, who are the demographic most likely to appreciate quality products and are potentially less sensitive to price.
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Target Cost Bidding Strategy: The team leveraged the Target Cost Bidding strategy to implement a 7/0 delivery optimization window to reduce cost per purchase while driving conversion volumes.
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Incremental budget increase: Al-Aryaf increased its budget by 20% per week. This gradual increase allowed it to manage its investments prudently while optimizing returns. This methodical approach resulted in a steady increase in purchases and an improved return on advertising spend (ROAS).
The triumph in numbers
The results of this advertising strategy overhaul have exceeded all of Al-Aryaf’s expectations. The Foundation has achieved its targets for the Ramadan season, with its revenue increasing to over $1 million, a 61% increase compared to the results during the Ramadan 2023 period. In addition, this increase was aided by the following factors:
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Increased ROAS: Al-Aryaf’s 66% increase in ROAS would have been impossible without cost-effective advertising and precise targeting.
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Increased total purchase volume: Targeted ads generated an 88% increase in sales, 32% of which came from the catalog sales campaign.
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Reduced cost per purchase: Cost per purchase was significantly reduced, 60.5% lower than the industry benchmark.
Partnership + Strategy = SUCCESS!
The moral of this success story: targeted campaigns, strategic budget scaling, and leveraging Snapchat’s resources and community can generate substantial returns even on a modest budget. Partnering with the right platform and implementing smart advertising strategies, especially during peak seasons, can accelerate significant growth without blowing out the budget. As Al-Aryaf has proven, a willingness to adapt to market demand and variables, when combined with a well-executed plan, can lead to remarkable results that other companies would envy.
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Al-Aryaf Foundation is committed to providing its customers with the highest quality and freshest carcasses and meats, while respecting the highest food safety standards and offering affordable prices. Despite the fierce competition during the Ramadan period, we are delighted to have achieved a remarkable increase in our turnover, over 1 million, which has proven our ability to succeed while investing prudently, at a level of only $30,000.
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— Ashraf Mokhtar, Advertising Space Buyer, Al-Aryaf Foundation
