- Client
- Roche Diabetes Care
- Vertical
- PHARMA / MENA
- Channels
- Meta, Google Ads, YouTube
The problem
MENA pharma brands can't use standard YouTube or Meta targeting because of HCP vs patient audience regulations. Most agencies in the region don't know these rules exist, which is why their pharma campaigns get paused. Roche needed a media plan that worked across UAE, KSA, Kuwait and Qatar simultaneously, while staying compliant end to end.
The approach
- 01
Built a four-market media plan with proportional budget splits based on population, GDP, and diabetes prevalence data
- 02
Added DVC Video rows across all platforms to handle cold-audience warmup
- 03
Ran a YouTube channel placement audit with ChannelFactory to pre-approve HCP-safe inventory
- 04
Coordinated platform-level approvals with Meta Business Portfolio and Google policy teams
The numbers
- 4 Markets
- Launched simultaneously under pharma compliance
- 10x+
- ROAS range on retargeting segments
- 100%
- HCP-safe channel placement rate
Other work to chew on.
Positioned a custom menswear brand as the definitive luxury option using 3D body scan tech as the hook.
Pakistan's luxury menswear category is crowded with traditional tailors claiming craftsmanship. 8thLining had a real differentiator (3D body scanning for perfect fit) but no one in market understood what it meant or why it mattered. The brand needed a narrative that made the tech feel premium, not gimmicky.
Orchestrated a Ramadan and Eid campaign window under fixed budget, fixed deadline, and fixed inventory.
Shaffer's Ramadan and Eid sell-through is where the fiscal year gets made or missed. The constraints are brutal: inventory is locked three months before, media budget can't expand mid-campaign, and Eid timing is non-negotiable. Most agencies overspend early and run out of budget in the final three days when CPMs spike.
Want something similar?
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