- Client
- Shaffer
- Vertical
- FASHION / GULF + PK
- Channels
- Meta Ads, TikTok, WhatsApp Commerce
The problem
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.
The approach
- 01
Built a front-loaded awareness phase (days 1-14) at lower CPMs before cultural peak
- 02
Shifted 60% of budget into conversion phase across the final 10 days
- 03
Ran parallel Meta and TikTok funnels with platform-specific creative, not cross-posted assets
- 04
Set up a WhatsApp Business catalog for direct-to-order, bypassing site checkout friction
The numbers
- +55%
- YoY revenue uplift through campaign window
- 3.2x
- Return on final-week conversion spend
- 28%
- Share of total annual sales compressed into 24 days
Other work to chew on.
Scaled a legacy French skincare brand in MENA with a PMax and Meta Catalog combination.
Bioderma has strong brand recognition in Europe but is mid-awareness in Gulf markets. The challenge wasn't demand generation, it was capture: existing intent was bleeding to competitors at the point of purchase because the brand wasn't bidding aggressively on its own category terms or running dynamic product ads at scale.
Built a market entry playbook for a premium French skincare brand in the Gulf.
Esthederm needed to establish a distinct position in a skincare category dominated by Bioderma, La Roche-Posay, and CeraVe. The brand has strong clinical credentials and heritage but weak consumer-facing brand equity in MENA. The risk was getting lumped into the 'pharmacy skincare' bucket and competing on price.
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