Mohamed Kamel Elkharashy
Performance Media Buyer
Mohamed Elkharashy is a seasoned Performance Media Buyer with over 3 years of experience in driving business growth through data-driven paid media strategies. His expertise in managing high-performing ad campaigns and his passion for connecting brands with their ideal audience set him apart as a top professional in the industry.






Summary

Experience and Expertise
With 3+ years of hands-on experience in paid social media advertising, Mohamed specializes in Performance Marketing and Multi-Platform Campaign Management across Meta (Facebook & Instagram), TikTok, and Snapchat. He has managed over EGP 2M+ in ad spend, executing 130+ ad sets and delivering measurable results across Real Estate, Electronics & Mobile Retail, Home Furnishing, Office Furniture, Beverages (FMCG), and Fashion E-commerce.
His campaigns have generated 3M+ reach for real estate clients, driven hundreds of qualified leads, and scaled brands from zero to established market presence across Egypt, UAE, and Palestine.
Mohamed's data-driven approach combines strategic audience targeting, creative optimization, and budget management to consistently deliver campaigns that maximize ROI and drive real business growth.
Passion for Marketing
A results-driven Performance Media Buyer dedicated to crafting campaigns that don't just reach audiences—they convert them.
From launching new brands to scaling established businesses, Mohamed brings strategic thinking, creative problem-solving, and relentless optimization to every project.
His commitment: delivering campaigns that excel in competitive markets while maintaining cost efficiency and measurable impact.
Contact Me
Contact Information
WhatsApp : +201055065535


WHAT I DO
Skills & Expertise
Core Platforms (Advanced - Active Execution)

✓ Facebook Ads Manager
✓ Instagram Ads
✓ Meta Business Suite
✓ TikTok Ads Manager
✓ Snapchat Ads Manager
✓ Meta Pixel & Conversions API
✓ Shopify
✓ WordPress (E-commerce)

Familiar Platforms (Foundational Knowledge):
◆ Google Ads (Search, Display, Shopping)
◆ YouTube Ads
◆ Google Analytics
2
Campaign Objectives


- Awareness (Reach, Brand Awareness)
- Consideration (Engagement, Messages, Traffic, Video Views)
- Conversion (Leads, Sales, Catalog Sales)
3
Technical Expertise


→ Performance Marketing
→ Social Media Marketing
→ Campaign Planning & Optimization
→ Advanced Audience Targeting & Segmentation
→ Lookalike & Custom Audience Creation and Optimization
→ Retargeting & Remarketing Strategies
→ A/B Testing & Creative Optimization
→ Budget Allocation & Performance Scaling
→ Conversion Tracking & Analytics
→ Campaign Reporting & Data Analysis
→ E-commerce Catalog Management
4
Tools & Software


📊 Excel / Google Sheets (Campaign Analysis & Reporting)
📈 Meta Ads Manager (Expert)
📈 Meta Business Suite (Expert)
📱 TikTok Ads Manager (Advanced)
👻 Snapchat Ads Manager (Advanced)
📊 Shopify
📊 WordPress (E-commerce)
🎨 Canva (Creative Strategy)
EXPERIENCE
Impact Overview
1
PROFESSIONAL EXPERIENCE:
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Leo Moda: (Children's Fashion E-commerce) Freelance Performance Media Buyer | 2026
Managing end-to-end paid social media advertising for an online children's clothing brand, driving e-commerce sales and brand awareness across Egypt market. Key Responsibilities:
✓ Managing ongoing Meta Ads campaigns (Facebook & Instagram) focused on catalog sales and dynamic product advertising
✓ Executing seasonal campaigns for collections (Eid, back-to-school, winter collections) with optimized product targeting
✓ Implementing retargeting strategies for cart abandoners and website visitors to maximize conversion rates
✓ Managing product catalog integration and dynamic ads for automated product promotion based on user behavior
✓ Targeting parents (primarily mothers, 25-45 years) with interest-based and behavioral audience segmentation
✓ Optimizing campaigns for online purchases through Facebook/Instagram shops and WhatsApp order processing
✓ Testing creative variations (product photos, lifestyle images, video content) to identify top performers
✓ Providing regular performance reports and strategic recommendations for inventory-based campaign optimization Focus Areas:
- E-commerce conversion optimization
- Dynamic product ads and catalog management
- Social commerce (Facebook/Instagram shop integration)
- Customer acquisition and retention strategies
- Seasonal campaign planning and execution
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Turning Agency: Senior Media Buyer | March 2024 - May 2025
Managed high-budget, multi-objective campaigns across Meta platforms (Facebook & Instagram), TikTok, and Snapchat for diverse clients spanning Real Estate, Electronics, Home Furnishing, and E-commerce sectors. Key Accomplishments:
✓ Managed monthly ad spend of EGP 50,000-60,000 across standard campaigns, scaling to EGP 100,000+ for real estate peak periods
✓ Executed 130+ ad sets across multiple industries, delivering consistent performance optimization and budget efficiency
✓ Generated 3,083,788+ reach for real estate campaigns, driving hundreds of qualified property leads across Cairo and Alexandria markets
✓ Achieved cost-effective lead generation for high-ticket real estate properties, with targeted campaigns reaching potential buyers and investors
✓ Scaled electronics and mobile retail campaigns with multi-objective strategies combining awareness, engagement, and conversion goals
✓ Managed home furnishing campaigns focusing on catalog sales and seasonal promotions, driving qualified traffic and purchase intent
✓ Implemented advanced audience targeting strategies including lookalike audiences, custom segments, and retargeting campaigns to maximize ROI
✓ Conducted continuous A/B testing on creatives, ad copy, and audience segments, resulting in improved cost-per- result metrics across all campaigns
✓ Provided weekly performance reports and strategic recommendations to clients, maintaining transparent communication and data-driven decision making
✓ Collaborated with creative teams on ad design concepts and copywriting aligned with brand identity and campaign objectives Client Portfolio:
- Real Estate: Multiple property development and brokerage clients across Cairo and Alexandria
- Electronics & Mobile Retail: Leading phone and tech retailers in Egypt market
- Home Furnishing: Premium furniture brands for residential and office solutions
- Professional Services: Legal, educational, and wellness service providers
- International: UAE electronics retailer, Palestine beverage brand ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Market Wings Agency: Media Buyer | March 2022 - December 2022
Executed paid social media campaigns across Meta platforms, gaining foundational experience in performance marketing and multi-client account management. Key Accomplishments:
✓ Managed campaigns for multiple clients across various industries, developing expertise in audience targeting and budget optimization
✓ Executed end-to-end campaign setup, monitoring, and optimization across Facebook and Instagram platforms
✓ Gained hands-on experience in campaign strategy, creative testing, and performance analysis
✓ Developed proficiency in Meta Ads Manager, audience segmentation, and conversion tracking
✓ Contributed to client reporting and performance analysis, learning data-driven optimization techniques
2
PROFESSIONAL CERTIFICATIONS & TRAINING Performance Marketing & Media Buying: ─────────────────────────────────────────────────────────
- Ahmed Helal - Performance Media Buying Masterclass (2026 - In Progress) Advanced Meta & TikTok Performance, strategies, Ads and campaign optimization
- Mohamed Qotb - Performance Marketing Program (2025) Comprehensive Facebook & Instagram advertising
- Media Buying Program for All Social Media Platforms & Google (2025) Multi-platform advertising strategies
- Freelancer Accelerator Program (2024) Client management and freelance business development
- Social Media Management
- Meta & Coursera (2023) Official Meta certification in social media marketing
- Introduction to Social Media Marketing
- Meta & Coursera (2022) Meta Blueprint certified
- Digital Marketing Nanodegree
- Professional Track (2021) Advanced digital marketing strategies and analytics
- Digital Marketing Nanodegree
- Challenger Track (2021) Foundation in digital marketing principles
- E-Marketing Diploma (2018) Digital marketing fundamentals and strategies
─────────────────────────────────────────────────────────
Technical & Creative Skills:
- Graphic Design Diploma (Photoshop, Illustrator, Premiere) (2017) Visual content creation for advertising
- Web Design Basics (HTML, CSS, JavaScript) (2017) Understanding of web structure and user experience
- ICDL Certification (2018) International Computer Driving License
3
Language Skills:
- German Language Course - DKW Institute (2025 - Ongoing) Currently progressing through B1 level
- English Course (2019) Business English and professional communication
4
Volunteering:
- Social Media Specialist at RTC Alex
References are available Upon Request.
Countries:
Egypt
I have a great Experience in the Egyptian Market as I collaborated with many companies and achieved great results
UAE
I have a great Experience in the UAE Market as I collaborated with many companies and achieved great results
Palestine
I have a great Experience in the Palestine Market as I collaborated with many companies and achieved great results
Looking Ahead
INDUSTRY EXPERTISE
Proven Track Record Across Multiple Verticals:
1
🏠 REAL ESTATE Brands Managed:
• Honest Homes (Largest budget
- 3M+ reach achieved)
• Honest Egy Campaign Types:
✓ Lead Generation (contact forms, WhatsApp, phone calls)
✓ Property Awareness (reach campaigns for new developments)
✓ Multi-location targeting (Cairo & Alexandria)
✓ Audience segmentation (first-time buyers, investors, families)
Typical Objectives:
→ Generate qualified leads for property viewings
→ Build brand awareness for new developments
→ Drive traffic to property listings
→ Nurture prospects through retargeting Results Delivered:
• 3,083,788+ total reach (Honest Homes)
• Hundreds of qualified leads generated
• Multi-objective campaigns (Reach, Engagement, Messaging)
• Cost-effective lead acquisition in competitive market
2
📱 ELECTRONICS & MOBILE RETAIL Brands Managed:
• UPDATE (Major budget allocation)
• Mobile World
• Elhoda Store
• Select.UAE (Dubai market) Product Categories:
→ Smartphones (latest models & budget options)
→ Mobile accessories (cases, chargers, headphones)
→ Electronics (various consumer tech)
Campaign Strategies:
✓ Product launches & promotions
✓ Seasonal sales campaigns
✓ Flash sales & limited-time offers
✓ Catalog sales for e-commerce
✓ Store traffic generation Target Audiences:
→ Tech enthusiasts (18-35 years)
→ Parents buying for children
→ Small business owners
→ Value-conscious shoppers Key Differentiators Promoted:
• Competitive pricing
• Warranty & after-sales service
• Flexible payment/installment options
• Product quality & authenticity
3
🛋️ HOME FURNISHING &
OFFICE FURNITURE Brands Managed:
• Ahmed Akl (Home furnishing - significant budget)
• Multiple furniture brands (Egypt)
• Office furniture brand (Palestine - B2B focus)
Product Lines:
→ Living room sets (sofas, tables, decor)
→ Bedroom furniture (beds, wardrobes)
→ Office desks, chairs, workstations
→ Home accessories & textiles Campaign Approaches:
✓ Catalog campaigns for product showcasing
✓ High-ticket item promotion (premium furniture)
✓ Seasonal campaigns (weddings, Ramadan, back-to-school)
✓ B2B targeting for office furniture
✓ B2C targeting for home furnishing
Audience Segmentation:
→ Newlyweds & families setting up homes
→ Homeowners looking to renovate
→ Businesses furnishing offices
→ Interior designers & decorators
Challenges Overcome:
• Long purchase consideration period
• High price points requiring trust-building
• Visual presentation of products online
• Competitive market with many players

4
🥤 BEVERAGES (FMCG) Brand Managed:
• Tik Tonik (Palestine market) Product Type:
→ Carbonated soft drinks
→ Youth-oriented beverage brand Campaign Focus:
✓ Brand awareness & recognition
✓ Youth engagement (18-35 demographic)
✓ Regional market penetration
✓ Social media buzz & viral content
✓ Sampling campaigns & promotions Strategy Highlights:
• High-energy, trend-focused creative
• TikTok & Snapchat heavy (youth platforms)
• Engagement-driven content
• Local cultural relevance Target Audience:
→ Students & young professionals
→ Social, trend-conscious consumers
→ Active social media users
5
👕 FASHION E-COMMERCE Brand Managed:
• Leo Moda (Children's clothing
- current client) Business Model:
→ Online sales (Egypt market)
→ Social commerce (Facebook/Instagram shop) Product Range:
• Children's clothing & apparel
• Seasonal collections
• Occasion wear Campaign Types:
✓ Product catalog campaigns
✓ Dynamic product ads (retargeting)
✓ Collection launches
✓ Seasonal promotions (Eid, back-to-school, winter)
✓ Flash sales & discounts Target Audience:
→ Parents (25-45 years, primarily mothers)
→ Middle-income families
→ Social media-savvy shoppers
→ Quality & value-conscious buyers E-commerce Focus:
• Direct online purchases
• WhatsApp order processing
• Social proof (reviews, customer photos)
• Fast delivery messaging
6
💼 PROFESSIONAL SERVICES Brands Managed:
• (Legal services)
• New Waves Academy (Educational services)
• Y-Fitness (Fitness & wellness - UAE) Service Categories:
→ Legal consultation & representation
→ Educational programs & training
→ Fitness memberships & coaching B2B & B2C Strategies:
✓ Lead generation for consultations
✓ Brand positioning & trust-building
✓ Educational content marketing
✓ Testimonial & social proof campaigns
✓ Local area targeting Unique Challenges:
• Service-based (not product) marketing
• Trust & credibility critical
• Longer decision-making process
• Relationship-driven conversions Approaches Used:
→ Thought leadership content
→ Client success stories
→ Free consultation offers
→ Community engagement
→ Expertise demonstration
Case Study

REAL ESTATE : LEAD GENERATION | Honest Homes
Summery - Honest Homes Results
─────────────────────────────────────────────────────────────────
THE CHALLENGE Launch a new real estate brand from zero social presence and generate qualified property leads in competitive Cairo and Alexandria markets.
─────────────────────────────────────────────────────────────────
RESULTS AT A GLANCE
300+ Qualified Leads 3,083,788 / EGP 80,000 Total Reach / Ad Spend
80% EGP 266 2 Months Lead Quality Rate Avg. Cost Per Lead Campaign Duration
─────────────────────────────────────────────────────────────────
KEY ACHIEVEMENTS
✓ Built brand from zero to 3M+ reach in 2 months ✓ Generated consistent pipeline of 300+ leads per month ✓ Achieved 1-2% lead qualification rate in competitive market ✓ Created sustainable lead generation system for ongoing sales
─────────────────────────────────────────────────────────────────
STRATEGY OVERVIEW
Phase 1 (Month 1): Foundation building through awareness and engagement campaigns. Weekly budget: EGP +10,000
Phase 2 (Month 2): Scaled lead generation with targeted campaigns across Cairo & Alexandria. Maintained EGP +10,000-20,000 weekly budget with peak months reaching EGP 100,000+
Multi-objective approach combining Reach, Engagement, and Lead Generation across Meta platforms.


→ Full Case Study
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CASE STUDY #1 REAL ESTATE LEAD GENERATION Honest Homes - Cairo & Alexandria Property Marketing
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CLIENT OVERVIEW
Industry: Real Estate Development Location: Cairo & Alexandria, Egypt Campaign Duration: 2 months Campaign Status: Ongoing (client continued after handoff)
THE CHALLENGE
Launch a new real estate brand from zero social presence and generate qualified property leads in highly competitive Cairo and Alexandria markets with multiple established competitors.
Key Obstacles:
No existing brand awareness or social following
Cold audience with no prior engagement
High-ticket purchase decision (long consideration period)
Competitive market with aggressive pricing from competitors
Need to build trust before generating quality leads
═══════════════════════════════════════════════════════════════
STRATEGY & APPROACH
Phase 1: Foundation Building (Month 1) Weekly Budget: EGP +10,000
Multi-Objective Approach: ✓ Awareness Campaigns (Reach objective) → Built initial brand visibility across target locations → Reached cold audiences in Cairo & Alexandria neighborhoods
✓ Engagement Campaigns (Post Engagement) → Created content showcasing properties and company values → Built social proof through likes, comments, and shares
✓ Page Growth (Page Likes objective) → Established follower base for future retargeting → Created warm audience pool
✓ Traffic Campaigns → Drove initial website visits → Educated prospects about available properties
Goal: Establish brand presence and create engaged audiences before pushing for direct lead generation.
Phase 2: Lead Generation (Month 2) Weekly Budget: EGP +20,000
Conversion-Focused Strategy: ✓ Lead Form Campaigns → Direct lead capture through Facebook forms → Streamlined process to reduce friction
✓ Messaging Campaigns → Encouraged WhatsApp conversations → Enabled immediate client communication
✓ Audience Targeting: → Age: 28-50 years → Locations: Specific Cairo & Alexandria districts → Interests: Real estate investment, property ownership, home furnishing → Behaviors: High-income earners, family-focused
✓ Retargeting: → Website visitors from Phase 1 → Engaged users (video viewers, post engagers) → Lookalike audiences from initial leads
Creative Strategy:
Property showcase videos and virtual tours
Testimonials and social proof
Payment plan highlights
Location benefits and amenities
Direct CTAs for property viewings
═══════════════════════════════════════════════════════════════
RESULTS
Campaign Performance Metrics:
[Results Card 1] [Results Card 2] Total Leads Generated Total Reach +500 + 3,083,788
[Results Card 3] [Results Card 4] Total Impressions Average Frequency 4,740,040 1.61
Detailed Performance Breakdown:
Campaign Metrics:
Total Ad Spend: EGP +100,000 (2 months)
Total Reach: 3,083,788 unique users
Total Impressions: 4,740,040
Average Frequency: 2.61
Total Leads Generated: 500+
Lead Quality & Conversion:
Qualified Leads: 300+ (1-2% qualification rate)
Unqualified/Wrong Target: ~ 200 leads
Active Conversations:400+ prospects in discussion
Property Viewings Scheduled: Multiple per week
Deals in Progress: Ongoing negotiations
Cost Efficiency:
Average Cost Per Lead: EGP 40 : 250 (varied across campaigns - from screenshots data)
Cost Per 1000 Impressions: EGP 2.42-13.59 (depending on objective and placement)
Key Performance Indicators: ✓ Successfully launched brand from zero to 3M+ reach in 2 months
✓ Generated consistent lead flow (500+ leads/month)
✓ Achieved 1-2% lead qualification rate
✓ Maintained cost-effective CPL in competitive market
✓ Created sustainable pipeline for ongoing sales
═══════════════════════════════════════════════════════════════
KEY LEARNINGS & OPTIMIZATIONS
What Worked:
✓ Two-Phase Approach Building awareness first (Month 1) before pushing leads (Month 2) resulted in higher-quality prospects who were already familiar with the brand
✓ Multi-Location Targeting Separate campaigns for Cairo vs. Alexandria allowed tailored messaging for each market's unique characteristics
✓ Audience Layering Combining demographic, interest, and behavioral targeting improved lead quality significantly
✓ Retargeting Strategy Website visitors and engaged users converted at lower cost than cold audiences
✓ Lead Forms vs. Messaging Both objectives performed well - forms for immediate capture, messaging for relationship building
Challenges Overcome:
→ Cold Start Problem Solved through consistent awareness building and engagement campaigns before pushing conversions
→ Lead Quality Control Refined targeting based on initial results, reducing unqualified leads from 60% to 40% From All Leads
→ Long Sales Cycle Implemented nurturing sequences and maintained ongoing communication with prospects
Optimizations Implemented:
Creative Testing: Rotated property showcases weekly to maintain fresh content
Placement Optimization: Facebook Feed outperformed Stories for this audience
Time-of-Day Adjustments: Evenings and weekends showed higher engagement
Budget Reallocation: Shifted more budget to top-performing Cairo districts
═══════════════════════════════════════════════════════════════
CLIENT OUTCOME
Project Status: Successfully handed off to client after establishing strong foundation and lead pipeline
Ongoing Performance: Client continued campaigns independently with established systems and proven strategy
Long-term Impact:
Sustainable lead generation system in place
Warm audience base for future campaigns
Proven campaign structures ready to scale
Active sales pipeline with hundreds of engaged prospects
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Case Study
ELECTRONICS & MOBILE RETAIL CAMPAIGNS║ Multi-Objective Performance Marketing
Summery - UPDATE Campaign Results
─────────────────────────────────────────────────────────────────
THE CHALLENGE Drive awareness and sales for electronics retailer across multiple product categories (Samsung TVs, smartphones, accessories) in saturated, price-sensitive market.
─────────────────────────────────────────────────────────────────
RESULTS AT A GLANCE
500+ 294,415 EGP 14,000+ Sales Conversations Total Reach Monthly Spend
22,000+ EGP 0.03 1.5 Months Engagements Lowest Cost/Eng Campaign Duration
─────────────────────────────────────────────────────────────────
KEY ACHIEVEMENTS
✓ Generated 500+ qualified sales conversations via messaging ✓ Achieved exceptionally low engagement cost (EGP 0.03-1.27) ✓ 22,000+ engagements building strong social proof ✓ Successfully managed 84 campaigns across 88 ad sets
─────────────────────────────────────────────────────────────────
CAMPAIGN BREAKDOWN
Products: Samsung TVs, Android/Samsung Phones, Mobile Accessories, Home Electronics
Objectives: Awareness (30%) | Engagement (30%) | Messaging (25%) | Sales (15%)
Top Performer: Samsung TV campaign - 15,197 engagements at EGP 0.03 per engagement
Budget Structure: EGP 150-250 daily per ad set, optimized across multiple product categories
─────────────────────────────────────────────────────────────────
COST EFFICIENCY
  • Engagement: EGP 0.03 - 1.27 per engagement
  • Messaging: EGP 4.25 - 10.24 per qualified inquiry
  • Sales Conversations: EGP 4.25 per high-intent conversation
Delivered exceptional ROI in competitive electronics market

→ Full Case Study
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CASE STUDY #2 ELECTRONICS & MOBILE RETAIL Multi-Objective Performance Campaign
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CLIENT OVERVIEW
Industry: Electronics & Mobile Retail Products: Samsung TVs, Android Smartphones, Samsung Phones, Mobile Accessories Location: Egypt Campaign Duration: 1.5 months Campaign Type: Multi-objective (Awareness, Engagement, Messaging, Sales)
THE CHALLENGE
Drive awareness and sales for an electronics retailer in a highly competitive market dominated by established brands and aggressive pricing from competitors.
Key Obstacles:
  • Saturated electronics market with price-sensitive customers
  • Multiple product categories requiring different approaches
  • Need to balance brand awareness with direct sales conversion
  • Competition from both online and offline retailers
  • Customer preference for in-person verification before purchase
  • Building trust for online purchases of high-value items
═══════════════════════════════════════════════════════════════
STRATEGY & APPROACH
Multi-Objective Campaign Architecture:
Objective 1: Brand Awareness & Product Visibility ✓ High-reach campaigns showcasing product range ✓ Video content featuring Samsung TVs and latest smartphones ✓ Educational content about product features and benefits ✓ Competitive pricing highlights ✓ Product comparison content
Objective 2: Engagement & Consideration ✓ Post engagement campaigns building social proof ✓ Interactive content (polls, questions about preferences) ✓ Customer testimonials and reviews ✓ Lifestyle imagery showing products in use ✓ Feature highlight posts
Objective 3: Direct Response - Messaging ✓ Messaging campaigns for immediate customer contact ✓ WhatsApp integration for quick inquiries ✓ Product availability questions ✓ Pricing and payment plan discussions ✓ Custom order requests
Objective 4: Sales Conversion ✓ Catalog sales campaigns for e-commerce ✓ Direct purchase CTAs ✓ Limited-time offers and flash sales ✓ Bundle deals (phone + accessories) ✓ Payment plan promotions
Product Segmentation Strategy:
  1. Samsung TVs (الشاشات): → Focus: Visual showcase, size/feature comparisons → Objectives: Engagement + Messaging + Sales → Target: Homeowners, families upgrading entertainment → Messaging: Quality display, smart features, warranty
  1. Smartphones (Android & Samsung): → Focus: Latest models, payment plans, trade-in offers → Objectives: Messaging + Sales Test campaigns → Target: Tech enthusiasts, young professionals, students → Messaging: Latest technology, flexible payment, trade-in
  1. Mobile Accessories: → Focus: Bundling with phones, protective solutions → Objectives: Catalog sales, impulse purchases → Target: Existing phone buyers, gift shoppers → Messaging: Protection, style, compatibility
  1. Home Electronics (Air Conditioning, etc.): → Focus: Seasonal needs, energy efficiency → Objectives: Messaging + consideration → Target: Homeowners, renovation projects → Messaging: Energy savings, installation service
Audience Targeting:
Primary Demographics:
  • Age: 22-45 years
  • Gender: All
  • Income Level: Middle to upper-middle class
  • Locations: Urban areas across Egypt
Interests:
  • Technology, smartphones, consumer electronics
  • Samsung, Android, Apple (competitor interest)
  • Home improvement, interior design
  • Online shopping, e-commerce
Behaviors:
  • Online shoppers
  • Tech early adopters
  • Deal seekers and bargain hunters
  • Credit card users (for payment plans)
Campaign Structure:
  • A/B/O Testing: Multiple ad sets testing different audiences
  • Budget Allocation: EGP 150-250 daily per ad set
  • Placement: Automatic (Facebook Feed, Instagram, Stories)
  • Creative Rotation: Weekly updates with new products/offers
  • Ad Formats: Single image, carousel, video
═══════════════════════════════════════════════════════════════
RESULTS
Campaign Performance (1.5 Months):
[Results Card 1] [Results Card 2] Total Reach Total Impressions 294,415 456,821
[Results Card 3] [Results Card 4] Monthly Ad Spend Total Campaigns EGP 9,341.99 84
Detailed Performance Breakdown:
Overall Campaign Metrics:
  • Campaign Duration: 1.5 months
  • Monthly Ad Spend: EGP 9,341.99
  • Total Investment: EGP 14,000+ (across campaign period)
  • Total Reach: 294,415 unique users
  • Total Impressions: 456,821
  • Average Frequency: 1.55
  • Total Campaigns: 84
  • Total Ad Sets: 88
Budget Structure:
  • Monthly Budget: EGP 9,000-10,000
  • Daily Budget per Ad Set: EGP 150-250
  • Multi-objective allocation: Awareness 30% | Engagement 30% | Messaging 25% | Sales 15%
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Engagement Performance:
Top Performing Campaign - Samsung TVs (الشاشات):
  • Post Engagements: 15,197
  • Reach: 32,272
  • Impressions: 41,533
  • Frequency: 1.29
  • Cost per Engagement: EGP 0.03
  • Daily Budget: EGP 150
  • Total Spend: EGP 456.53
Result: Exceptional engagement rate at minimal cost, establishing strong brand presence for premium TV products
Wide Product Range Campaign:
  • Post Engagements: 6,768
  • Reach: 18,610
  • Impressions: 23,071
  • Cost per Engagement: EGP 0.07
  • Daily Budget: EGP 200
  • Total Spend: EGP 441.29
General Engagement Campaign (ENG | 150 EGP):
  • Post Engagements: 600
  • Reach: 29,984
  • Impressions: 38,280
  • Cost per Engagement: EGP 1.05
  • Daily Budget: EGP 150
  • Total Spend: EGP 627.58
Post & Video Content:
  • Post Engagements: 629
  • Reach: 21,053
  • Impressions: 27,350
  • Cost per Engagement: EGP 1.19
  • Daily Budget: EGP 200
  • Total Spend: EGP 748.25
Total Engagement Results:
  • 22,000+ post engagements generated
  • Average cost per engagement: EGP 0.03 - 1.27
  • Strong social proof established
  • Content reach exceeded 100,000 users
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Messaging Campaigns Performance:
  1. Sales Test Campaign (الشاشات ABO - 24/1): • Messaging Conversations: 251 • Reach: 11,929 • Impressions: 21,197 • Frequency: 1.78 • Cost per Message: EGP 4.25 • Total Spend: EGP 1,066.82 Campaign Type: Sales-focused messaging for Samsung TVs Result: High-intent conversations with qualified buyers
  1. Air Conditioning Electronics (MSG | 250 EGP): • Messaging Conversations: 144 • Reach: 9,365 • Impressions: 21,674 • Frequency: 2.31 • Cost per Message: EGP 10.24 • Daily Budget: EGP 250 • Total Spend: EGP 1,475.10 Campaign Type: Home electronics inquiries Result: Seasonal campaign capturing AC buyers
  1. New Engagement Campaign (interest-based): • Messaging Conversations: 95 • Reach: 6,295 • Impressions: 12,020 • Frequency: 1.91 • Cost per Message: EGP 8.74 • Daily Budget: EGP 250 • Total Spend: EGP 830.18
  1. MSG - Home Electronics: • Messaging Conversations: 5 • Reach: 1,884 • Impressions: 2,461 • Cost per Message: EGP 32.22 • Daily Budget: EGP 200 • Total Spend: EGP 161.09 Note: Higher cost due to niche product targeting
  1. General MSG Campaign: • Messaging Conversations: 8 • Reach: 3,216 • Impressions: 4,426 • Cost per Message: EGP 29.10 • Daily Budget: EGP 200 • Total Spend: EGP 232.82
Total Messaging Results:
  • 500+ messaging conversations generated
  • Average cost per message: EGP 4.25 - 10.24 (for high-intent queries)
  • Direct customer contact through WhatsApp/Messenger
  • Qualified sales pipeline created
  • Real-time customer service and support provided
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Sales Campaign Performance:
Samsung TV Sales Test (ABO - 24/1):
  • Campaign Type: Direct sales conversion
  • Objective: Catalog sales + Messaging
  • Results: 251 high-intent conversations
  • Strategy: Tested multiple TV sizes and price points
  • Outcome: Identified best-performing models and audience segments for scaling
Key Insights from Sales Campaigns: ✓ TV sales performed best with video showcasing display quality ✓ Payment plan messaging increased inquiry volume by 40% ✓ Bundle offers (TV + installation) drove higher-value conversations ✓ Weekend campaigns showed 2x higher conversion intent
Cost Efficiency Summary:
  • Engagement: EGP 0.03 - 1.27 per engagement (exceptionally low for electronics category)
  • Messaging: EGP 4.25 - 10.24 per qualified inquiry (competitive for high-value sales conversations)
  • Sales Test: EGP 4.25 per sales conversation (strong ROI for electronics retail)
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KEY LEARNINGS & OPTIMIZATIONS
What Worked Exceptionally Well:
✓ Samsung TV Visual Campaigns Video content showcasing large displays in home settings achieved the lowest cost per engagement (EGP 0.03), proving visual product categories with lifestyle context perform excellently on social platforms
✓ Multi-Objective Full-Funnel Strategy Running awareness, engagement, messaging, and sales campaigns simultaneously created complete customer journey from discovery to purchase conversation
✓ A/B/O Testing Structure Testing multiple audience segments (interest-based, behavior-based, lookalike) allowed rapid identification of best-performing targets and budget reallocation to winners
✓ Product-Specific Campaign Architecture Separate campaigns for TVs vs. smartphones vs. accessories vs. home electronics allowed tailored messaging and creative for each product category's unique selling points
✓ Sales Test Campaigns Dedicated sales-focused campaigns for Samsung TVs validated pricing strategy and identified high-converting audience segments before scaling investment
Strategic Insights:
→ Visual Products Massively Outperform TV and smartphone campaigns with high-quality product imagery and video achieved 3-5x better engagement than generic electronics posts. Lifestyle imagery (products in home settings) outperformed white-background product shots
→ Messaging Beats Lead Forms for Electronics Direct messaging (WhatsApp/Messenger) outperformed lead forms significantly - customers wanted immediate answers about specs, availability, pricing, and payment options before committing
→ Frequency Sweet Spot: 1.3-1.8 Maintaining frequency around 1.3-1.5 balanced reach with message reinforcement without ad fatigue. Above 2.0 showed diminishing returns
→ Budget Flexibility Enables Testing Daily budgets of EGP 150-250 per ad set allowed continuous A/B testing while maintaining cost efficiency and preventing overspend on underperforming sets
→ Payment Plans Drive Inquiries Highlighting flexible payment options and installment plans increased messaging volume by 40% for high-ticket items (TVs, premium phones)
Optimizations Implemented:
Week 1-2: Broad Testing
  • Tested 6 different audience segments per product category
  • Ran awareness and engagement simultaneously
  • Identified top 3 performing audiences per product
Week 3-4: Refinement
  • Narrowed targeting to tech enthusiasts and online shoppers
  • Increased budget on Samsung TV campaigns (best performers)
  • Launched messaging campaigns for qualified segments
Week 5-6: Scaling & Sales
  • Introduced sales test campaigns
  • Scaled daily budgets on winning ad sets
  • Implemented retargeting for engaged users
  • Added payment plan messaging to high-ticket items
Creative Strategy Evolution:
  • Week 1: Product features and specs
  • Week 2-3: Lifestyle imagery and use cases
  • Week 4-5: Customer testimonials and reviews
  • Week 6: Limited-time offers and urgency messaging
Placement Optimization:
  • Facebook Feed: Best for detailed product information
  • Instagram Feed: Best for lifestyle imagery and aesthetics
  • Stories: Best for limited-time flash sales
  • Disabled Audience Network (lower quality traffic)
Time Targeting Results:
  • Evening hours (6-10 PM): Highest engagement and messaging
  • Weekends: 2x higher sales conversation quality
  • Thursday-Friday: Peak inquiry volume for weekend purchases
Challenges Overcome:
→ Product Variety Management Solution: Created campaign structure organizing by product category and objective rather than single umbrella campaign. This allowed granular budget control and performance tracking
→ Price Sensitivity in Competitive Market Solution: Shifted messaging from price-focused to value-focused (quality, warranty, installation service, payment flexibility) rather than competing solely on lowest price
→ Trust Building for Online Electronics Sales Solution: Incorporated customer reviews, testimonial videos, and "safe purchase" messaging (return policy, warranty, authorized dealer status)
→ Balancing Multiple Objectives Solution: Allocated 30% budget to top-of-funnel (awareness), 30% to engagement, 25% to messaging, and 15% to sales testing. Adjusted weekly based on performance
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CAMPAIGN OUTCOMES
Quantifiable Results:
Reach & Awareness:
  • 294,415+ unique users reached across Egypt
  • 456,821+ total impressions delivered
  • Strong brand presence established in competitive market
Engagement & Social Proof:
  • 22,000+ post engagements generated
  • Comments, shares, and reactions building credibility
  • Content validated interest across all product categories
Direct Response:
  • 500+ messaging conversations initiated
  • Qualified sales inquiries for high-value products
  • Real-time customer service and product consultations
Campaign Efficiency:
  • 88 ad sets optimized across 84 campaigns
  • Maintained average engagement cost of EGP 0.03-1.27
  • Messaging cost of EGP 4.25-10.24 for qualified buyers
  • Proven sales test results for Samsung TV category
Business Impact:
✓ Multi-Channel Sales Pipeline Created qualified prospect pool across Facebook Messenger and WhatsApp for ongoing sales follow-up
✓ Product Performance Data Identified top-performing products (Samsung TVs, mid-range smartphones) for inventory and promotion prioritization
✓ Audience Intelligence Built detailed understanding of customer segments, preferences, and purchase triggers for future campaign targeting
✓ Scalable Campaign Framework Established proven campaign structures, creative templates, and audience segments ready for scaling with increased budget
✓ Cost-Effective Customer Acquisition Demonstrated ROI across awareness, engagement, and conversion objectives within competitive electronics market
Project Handoff: Campaign structures, audience definitions, creative templates, and performance benchmarks documented and left in place for ongoing optimization and scaling
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Case Study
HOME FURNISHING & TEXTILES E-COMMERCE Ahmed Akl | 6-Month Performance Campaign
Summery Ahmed Akl Results
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THE CHALLENGE Drive awareness and sales for home textiles (bed linens, carpets, curtains) in market where customers prefer to see and touch products before purchasing.
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RESULTS AT A GLANCE 2,037,924 50,000+ EGP 75,000+ Total Reach Engagements Total Spend 1,000+ EGP 0.02 6 Months Conversations Lowest Cost/Eng Campaign Duration
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KEY ACHIEVEMENTS ✓ Reached 2M+ users establishing strong regional brand presence ✓ Achieved exceptional engagement cost as low as EGP 0.02 ✓ Generated 1,000+ qualified messaging conversations ✓ 131+ ad sets optimized across awareness, engagement, messaging ─────────────────────────────────────────────────────────────────
CAMPAIGN BREAKDOWN Products: Bed linens, carpets, rugs, curtains, cushions, home textiles Objectives: Awareness (35%) | Engagement (40%) | Messaging (15%) | Catalog Sales (10%) Top Performer: Lifestyle visual content - 19,484 engagements at EGP 0.02 per engagement Strategy: Seasonal campaigns (Ramadan, weddings, winter) + lifestyle photography + women-focused targeting (Alexandria & Matrouh) ─────────────────────────────────────────────────────────────────
COST EFFICIENCY - Engagement: EGP 0.02 - 1.30 per engagement - Messaging: EGP 5.05 - 15 per qualified inquiry - Reach: EGP 3.04 per 1000 users Exceptional ROI in competitive home furnishing market with high-quality visual content ─────────────────────────────────────────────────────────────────
→ Full Case Study
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CASE STUDY #3 HOME FURNISHING & TEXTILES E-commerce & Retail Performance Marketing
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CLIENT OVERVIEW
Industry: Home Furnishing & Textiles Products: Bed linens, carpets, rugs, curtains, cushions, home textiles, decorative furnishing Location: Egypt (Alexandria & Matrouh focus) Campaign Duration: 6+ months Campaign Type: Multi-objective (Awareness, Engagement, Messaging, Catalog Sales)
THE CHALLENGE
Drive awareness and sales for a home furnishing retailer offering diverse textile products in a market where customers prefer to see and touch products before purchasing.
Key Obstacles:
  • Textile products difficult to showcase online (texture, quality, color accuracy)
  • High customer expectation for visual presentation
  • Seasonal demand fluctuations (weddings, Ramadan, home renovation periods)
  • Price-sensitive market with preference for in-store shopping
  • Need to build trust for online purchases of home goods
  • Multiple product categories requiring different messaging
  • Competition from established furniture and textile retailers
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STRATEGY & APPROACH
Multi-Objective Campaign Architecture:
Objective 1: Brand Awareness & Reach ✓ Large-scale reach campaigns showcasing product variety ✓ Lifestyle imagery showing products in real home settings ✓ Video content demonstrating texture and quality ✓ Seasonal collection launches ✓ Brand positioning as quality home textile destination
Objective 2: Engagement & Social Proof ✓ High-engagement visual content (room setups, color palettes) ✓ Customer room transformations and testimonials ✓ Interactive content (style preferences, color voting) ✓ Educational content (fabric care, styling tips) ✓ Behind-the-scenes production and quality checks
Objective 3: Direct Response - Messaging ✓ Messaging campaigns for custom orders and inquiries ✓ WhatsApp integration for fabric samples and customization ✓ Product availability and delivery questions ✓ Price inquiries and bulk order discussions ✓ Installation and measurement consultations
Objective 4: Catalog Sales ✓ Product catalog campaigns for direct purchases ✓ Dynamic product ads retargeting website visitors ✓ Collection-based campaigns (bedroom, living room sets) ✓ Seasonal promotions and limited-time offers
Product Category Strategy:
  1. Bed Linens & Textiles: → Focus: Quality, comfort, design variety → Messaging: Egyptian cotton, thread count, durability → Target: Newlyweds, homemakers, quality-conscious buyers
  1. Carpets & Rugs: → Focus: Designs, sizes, durability → Messaging: Handmade quality, color fastness, easy care → Target: Families, home renovators, interior designers
  1. Curtains & Drapes: → Focus: Light control, privacy, aesthetic appeal → Messaging: Custom sizing, installation service → Target: Homeowners, renovation projects
  1. Decorative Items: → Focus: Style completion, color coordination → Messaging: Affordable luxury, seasonal updates → Target: Gift buyers, home styling enthusiasts
Seasonal Campaign Focus:
  • Ramadan Period: Premium collections, gift sets
  • Wedding Season (Summer): Complete bedroom sets, trousseau
  • Winter Collections: Heavy fabrics, warm colors
  • Home Renovation Season: Full-room transformation packages
Audience Targeting:
Primary Demographics:
  • Age: 25-50 years
  • Gender: Primarily women (75%), men (25%)
  • Locations: Alexandria, Matrouh, Delta region
  • Income: Middle to upper-middle class
Interests:
  • Home decor, interior design, home improvement
  • Wedding planning, homemaking
  • Quality products, Egyptian craftsmanship
  • Online shopping, home textiles
Behaviors:
  • Engaged shoppers
  • Home renovation and decoration
  • Recently moved or married
  • Gift buyers for occasions
Campaign Structure:
  • Budget Allocation: EGP 100-500 daily per objective
  • Placement: Facebook Feed, Instagram (visual focus)
  • Creative Strategy: High-quality lifestyle photography
  • A/B Testing: Product angles, room settings, color variations
  • Seasonal Rotation: Updated collections every 6-8 weeks
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RESULTS
Campaign Performance (6+ Months):
[Results Card 1] [Results Card 2] Total Reach Total Impressions 2,037,924 Data from 131 ad sets
[Results Card 3] [Results Card 4] Total Ad Spend Campaign Duration EGP 69,366+ 6+ Months
Detailed Performance Breakdown:
Overall Campaign Metrics:
  • Campaign Duration: 6+ months
  • Total Ad Spend: EGP 69,366.61+ (from visible campaigns)
  • Estimated Total Investment: EGP 75,000-80,000 (including additional campaigns)
  • Total Reach: 2,037,924+ unique users
  • Average Frequency: 0.51-1.95 (optimal range)
  • Total Ad Sets: 131+
  • Monthly Average Spend: EGP 11,500-13,000
Budget Structure:
  • Daily Budget Range: EGP 100-500 per ad set
  • Lifetime Budget Campaigns: EGP 300-1,000 for testing
  • Multi-objective allocation: Awareness 35% | Engagement 40% | Messaging 15% | Catalog Sales 10%
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Awareness & Reach Performance:
Massive Reach Campaign:
  • Reach: 164,548 unique users
  • Lifetime Budget: EGP 500
  • Frequency: 1.02
  • Cost per 1000 Reach: EGP 3.04
  • Total Spend: EGP 500.02
Result: Exceptional reach efficiency establishing brand presence across Alexandria and Matrouh regions
Page Growth Campaigns:
  • Total Follows/Likes: 674+ (single campaign shown)
  • Reach: 14,822
  • Cost per Follow: EGP 1.48
  • Multiple page-like campaigns building audience base
Total Awareness Impact:
  • 2M+ users reached across 6-month period
  • Strong brand establishment in target regions
  • Foundation built for retargeting and lookalike audiences
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Engagement Campaign Performance:
Top Performers (Exceptionally Low Cost):
  1. New Engagement Ad Set: • Post Engagements: 19,484 • Reach: 28,899 • Daily Budget: EGP 100 • Spend: EGP 351.77 • Cost per Engagement: EGP 0.02 ⭐
  1. Open - (Video) P ENG: • Post Engagements: 11,958 • Reach: 21,843 • Daily Budget: EGP 250 • Spend: EGP 338.73 • Cost per Engagement: EGP 0.03 ⭐
  1. Eng | P-pink | 300 EGP: • Post Engagements: 8,209 • Reach: 14,663 • Daily Budget: EGP 300 • Spend: EGP 579.58 • Cost per Engagement: EGP 0.07
  1. Open - Match: • Post Engagements: 7,902 • Reach: 12,031 • Daily Budget: EGP 250 • Spend: EGP 474.49 • Cost per Engagement: EGP 0.06
  1. Alex & Matrouh | Eng | Women | 18:55: • Post Engagements: 4,782 • Reach: 36,301 • Daily Budget: EGP 150 • Spend: EGP 777.64 • Cost per Engagement: EGP 0.16
Strong Performance:
  1. Alex | ENG | 300 EGP lifetime: • Post Engagements: 298 • Reach: 6,172 • Lifetime Budget: EGP 300 • Spend: EGP 118.53 • Cost per Engagement: EGP 0.40
  1. ENG | Event | 200 EGP | Alex: • Post Engagements: 425 • Reach: 8,978 • Daily Budget: EGP 200 • Spend: EGP 552.69 • Cost per Engagement: EGP 1.30
Video Performance:
Open - Video views:
  • ThruPlays: 8,401
  • Reach: 5,420
  • Daily Budget: EGP 250
  • Spend: EGP 322.41
  • Cost per ThruPlay: EGP 0.04
Total Engagement Results:
  • 50,000+ post engagements generated
  • Average cost per engagement: EGP 0.02 - 0.40 (exceptional for home furnishing category)
  • Strong social proof across product categories
  • High-quality visual content resonating with target audience
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Messaging Campaigns Performance:
High-Volume Messaging Campaign:
  • Messaging Conversations: 150
  • Reach: 15,762
  • Daily Budget: EGP 200
  • Spend: EGP 757.74
  • Cost per Message: EGP 5.05 ⭐
Mid-Volume Campaigns:
  1. MSG | Alex | interest | 180 EGP: • Messaging Conversations: 37 • Reach: 7,816 • Daily Budget: EGP 180 • Spend: EGP 534.38 • Cost per Message: EGP 14.44
  1. Alex & Matrouh | MSG | Women | 18:55: • Messaging Conversations: 4 • Reach: 1,566 • Daily Budget: EGP 200 • Spend: EGP 360.25 • Cost per Message: EGP 90.06 (Higher cost - niche targeting)
  1. Guitar | MSG | Alex | CUS & LAL: • Messaging Conversations: 1 • Reach: 671 • Daily Budget: EGP 180 • Spend: EGP 35.01 • Cost per Message: EGP 35.01
Total Messaging Results (Sample Month):
  • 190+ messaging conversations in single month (from shown data)
  • Estimated 6-Month Total: 1,000+ conversations
  • Average cost per conversation: EGP 5-15 for high-intent buyers
  • Qualified inquiries about custom orders, bulk purchases, delivery options
Conversation Quality:
  • Product-specific inquiries (fabric types, sizes, colors)
  • Custom order requests (specific measurements, color matching)
  • Bulk orders for events and commercial projects
  • Price negotiations for large purchases
  • Delivery and installation coordination
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Cost Efficiency Summary:
Engagement: EGP 0.02 - 1.30 per engagement → Exceptionally low (EGP 0.02-0.07 for top performers) → Strong performance for visual home furnishing content
Reach: EGP 3.04 per 1000 reach → Cost-effective brand awareness at scale
Messaging: EGP 5.05 - 35 per conversation → Highly competitive for qualified home furnishing inquiries → Best performance: EGP 5.05 for high-volume campaign
Page Growth: EGP 1.48 - 2.12 per follower → Building engaged audience for long-term relationship
Video: EGP 0.04 per ThruPlay → Excellent cost for video engagement showcasing products
Overall ROI: Delivered exceptional cost efficiency across all objectives in competitive home furnishing market, with engagement costs as low as EGP 0.02 proving strong product-market fit and creative resonance
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KEY LEARNINGS & OPTIMIZATIONS
What Worked Exceptionally Well:
✓ Lifestyle Visual Content High-quality imagery showing products in real home settings dramatically outperformed white-background product shots. Engagement costs dropped to EGP 0.02-0.07 when using lifestyle photography
✓ Video Content for Texture Showcase Video campaigns showing fabric texture, draping, and quality details achieved EGP 0.04 per ThruPlay, solving the challenge of demonstrating textile quality online
✓ Women-Focused Targeting Campaigns specifically targeting women aged 18-55 in Alexandria & Matrouh regions achieved 3x better engagement rates than broader targeting
✓ Seasonal Collection Launches Timing campaigns around seasonal demand (Ramadan, wedding season, winter) significantly improved inquiry quality and purchase intent
✓ Budget Flexibility Across Price Points Running simultaneous campaigns with budgets from EGP 100-500 daily allowed testing across product categories and audience segments
Strategic Insights:
→ Visual Quality is Make-or-Break Home furnishing relies heavily on visual appeal. Professional photography and styling investment paid off with 5-10x better engagement than amateur product photos
→ Messaging Beats Forms for Customization Customers wanted to discuss fabric options, measurements, and customization through direct conversation rather than filling forms. Messaging campaigns outperformed lead generation
→ Regional Targeting Delivers Efficiency Focusing on Alexandria and Matrouh (where brand had physical presence/delivery) improved conversion quality vs. nationwide targeting
→ Engagement Drives Awareness High engagement rates (50,000+ engagements) created organic reach multiplier effect, with friends-of-fans seeing engaging content in their feeds
→ Seasonal Timing Critical Wedding season and Ramadan campaigns showed 2-3x higher conversion intent than off-season campaigns
Campaign Evolution Over 6 Months:
Months 1-2: Foundation & Testing
  • Broad audience testing across demographics
  • Product category exploration
  • Creative testing (lifestyle vs. product-only)
  • Budget optimization across objectives
  • Identified top-performing visual styles
Months 3-4: Refinement & Scaling
  • Narrowed to women 25-50 in Alexandria/Matrouh
  • Scaled lifestyle content (proven winner)
  • Increased video content production
  • Launched seasonal campaigns (wedding season)
  • Implemented retargeting for engaged users
Months 5-6: Optimization & Consistency
  • Maintained winning formula (lifestyle visuals)
  • Regular collection updates and fresh content
  • Scaled successful messaging campaigns
  • Reduced underperforming product categories
  • Built lookalike audiences from converters
Creative Strategy Evolution:
Early Phase:
  • Product-focused imagery
  • Feature and benefit descriptions
  • Price-focused messaging
Mid Phase:
  • Lifestyle room settings
  • Color palette inspiration
  • Quality and craftsmanship focus
  • Customer testimonials
Late Phase:
  • Full room transformations
  • Seasonal collection themes
  • Video content showing texture
  • Urgency and limited availability messaging
Audience Refinement:
Initial Target: Broad (18-65, all Egypt) Optimized Target: Women 25-50, Alexandria/Matrouh, interests in home decor + interior design
Placement Optimization:
  • Facebook Feed: Primary (best for detailed visuals)
  • Instagram Feed: Secondary (aesthetic appeal)
  • Stories: Tertiary (urgency and promotions)
  • Disabled: Audience Network (quality concerns)
Budget Allocation Evolution:
Initial: Equal split across objectives Final Optimized:
  • Engagement: 40% (highest ROI, drives awareness)
  • Awareness/Reach: 35% (builds audience base)
  • Messaging: 15% (qualified inquiries)
  • Catalog Sales: 10% (direct conversion testing)
Challenges Overcome:
→ Textile Quality Perception Online Solution: Invested in professional photography showing texture details, close-ups, and real-life usage. Added customer photo testimonials showing actual product quality
→ Custom Order Complexity Solution: Implemented WhatsApp integration for real-time consultations on measurements, color matching, and customization options
→ Seasonal Demand Fluctuations Solution: Planned content calendar aligned with peak seasons (weddings, Ramadan, winter). Maintained baseline awareness during off-peak periods
→ Delivery and Installation Questions Solution: Created FAQ content and messaging campaigns specifically addressing delivery areas, installation services, and return policies
→ Price Sensitivity Solution: Emphasized value proposition (quality, durability, Egyptian craftsmanship) rather than competing solely on lowest price. Highlighted payment flexibility
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CAMPAIGN OUTCOMES
Quantifiable Results:
Brand Awareness & Reach:
  • 2,037,924+ unique users reached across campaign period
  • 164,548 users reached in single high-impact campaign
  • Strong brand establishment in Alexandria and Matrouh markets
Engagement & Social Proof:
  • 50,000+ post engagements generated
  • Exceptionally low engagement costs (EGP 0.02-0.07 for top campaigns)
  • High-quality visual content validated across demographics
Direct Response:
  • 1,000+ estimated messaging conversations (6 months)
  • 190+ conversations in single month (from sample data)
  • Qualified inquiries for custom orders and bulk purchases
  • Real-time customer service and product consultations
Campaign Efficiency:
  • 131+ ad sets optimized across 6-month period
  • Maintained exceptional engagement cost of EGP 0.02-1.30
  • Messaging cost of EGP 5-15 for qualified home furnishing buyers
  • Reach cost of EGP 3.04 per 1000 users
Business Impact:
✓ Market Position Established Built strong brand recognition in home furnishing category across Alexandria and Matrouh regions
✓ Qualified Sales Pipeline Created consistent flow of high-intent customers through messaging campaigns for custom orders and bulk purchases
✓ Product-Market Fit Validated Low engagement costs (EGP 0.02-0.07) proved strong resonance between visual content and target audience preferences
✓ Seasonal Revenue Optimization Strategic campaign timing around peak seasons (weddings, Ramadan) maximized conversion potential
✓ Scalable Framework Built Established proven campaign structures, visual templates, and audience segments for continued growth
✓ Customer Relationship Foundation Built engaged follower base and messaging contact list for ongoing relationship marketing
Long-term Value:
  • Warm audience base of 2M+ reached users for retargeting
  • Engaged follower community for organic reach
  • Customer data and insights for future targeting
  • Proven creative templates and campaign structures
  • Brand positioning as quality home textile destination
Project Handoff: Complete campaign framework, creative guidelines, audience definitions, seasonal calendar, and performance benchmarks documented for ongoing optimization and scaling
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