The Objective
Established in 1984, Al Dakheel Oud Company has a long history in manufacturing oud and distinctive fragrant aromas, with over 100 branches located across Saudi Arabia and other cities in the GCC. Its products include perfumes, oud, fragrance oils, body creams and other body care products.
The company started its TikTok journey in September 2021. Al Dakheel Oud wanted to be present on TikTok to increase brand awareness, drive consideration and eventually generate sales. Given the huge oud and perfume market in Saudi Arabia, the company aimed to stand out by promoting its products in a creative and authentic way to resonate with the millions of users on the platform.
The Solution
Leveraging the full-suite of TikTok's advertising products, Al Dakheel Oud built a long term media strategy that supports full-funnel marketing and combines always-on auction campaigns with reservation products. The first step was to build the brand presence on TikTok by promoting the various brand messages via Reach and Video View campaigns. Leveraging the performance of the auction campaigns, Al Dakheel Oud booked multiple TopView ads to showcase the company’s premium products during key moments such as Black Friday.
In parallel, Al Dakheel Oud created a TikTok profile to build and nurture the community, then utilized Spark Ads to engage the target audience and drive more profile visits. Accordingly, the account grew by 60,000 followers in a span of 3 months.
Finally, after generating enough audiences from the awareness and consideration campaigns, Al Dakheel Oud switched gears and started focusing on conversion campaigns to maximize online sales. The strategy was to adopt an “always-on” approach where fewer conversion campaigns were created throughout the month. However, the duration of each campaign lasted between 2-4 weeks. This allowed the campaign to optimize better and gradually decrease the cost per acquisition week on week by rotating creatives and testing different targeting.
The Results
As a result, switching from tactical to always-on auction campaigns assisted in increasing the click-through rate by 45% and decreasing the CPA by 79%, in addition to bidding on deeper web goals. With auction, Al Dakheel Oud has strategically utilized the power of TopView ads to promote its key products. This resulted in a halo effect of boosting online sales by an average of 58% on the day of the booked TopView.
Based on the success of the strategy, Al Dakheel Oud is currently exploring other TikTok products such as Dynamic Showcase Ads, Collection Ads and App Download campaigns.
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