Erleina store

The objective

Launching a Ramadan and Eid campaign for a growing Saudi fashion brand

Erleina is a Saudi women’s fashion brand founded in 2022, built around the idea that Saudi women should have access to elegant, high-quality fashion. Operating exclusively online through its e-commerce store, the brand offers curated collections including evening wear, lace dresses, Ramadan collections and Eid-exclusive styles. Since launch, Erleina has built a loyal customer base across Saudi Arabia, recognised for product quality, accurate presentation and fast delivery.

On TikTok, @Erleina has established a strong organic presence with almost 300K followers. The brand’s content focuses on product showcases, styling videos and seasonal fashion collections, with themes centred around elegant dress reveals, try-on content and inspirational fashion moments aligned with Saudi culture.

Working with their media agency partner, Bin Nabeel For Digital Marketing, Erleina launched this campaign with the objective of increasing website purchases and payment completions during the Ramadan and Eid shopping period. The campaign focused on driving high-ROAS conversions during the peak seasonal moment.

This Ramadan and Eid 2026 activity also formed part of Erleina’s ongoing TikTok advertising strategy, building on existing conversion data and pixel learnings from previous campaigns.

The solution

Leveraging a diverse set of creative to optimise Smart+ campaign delivery

Building on the objective of driving high-ROAS purchases during the Ramadan and Eid shopping season, Erleina implemented a conversion-focused strategy on TikTok running between February and April 2026. The campaign targeted women in Saudi Arabia aged 18–45 with interests in fashion, online shopping and seasonal style, while leveraging broad audience targeting supported by TikTok 's Smart+ optimisation.

The campaign primarily used Smart+ Performance Campaigns as the main conversion driver in Catalog Ads and Video View campaigns designed to build awareness and warm audiences ahead of conversion activity. Smart+ automated key elements of campaign delivery, including creative, targeting and optimisation, using behavioural signals to identify users most likely to complete purchases.

To maximise performance during the peak retail period, Erleina ran multiple campaign variations simultaneously. This included testing Smart+ Eid campaigns against ongoing Smart+ campaigns, image-based creatives against video formats, and manual bid strategies against auto-bidding approaches. Scale campaigns were also tested against control versions to understand the impact of increased delivery.

In terms of content, the campaign focused on product-led creatives showcasing Erleina’s collections through elegant styling videos, outfit reveals and detailed fabric close-ups designed to feel native to the platform. Image-based catalogue ads were also tested across the campaign. Creative refreshes were introduced continuously throughout Ramadan to maintain engagement and reduce creative fatigue during the high-frequency shopping period.

The results

Outstanding sales results with a highly tactical conversion campaign

The Ramadan and Eid 2026 campaign delivered exceptional results for Erleina, demonstrating the strength of the brand’s ongoing conversion strategy on TikTok.

Building on the use of Smart+ Performance Campaigns and Catalog Ads, the campaign achieved a blended ROAS of 6.5x across all activity, with the top-performing campaign reaching an impressive 16.21x ROAS. Across the season, the campaign generated 2,707 total purchases, driving more than SAR 1 million in tracked purchase value with an average order value of approximately SAR 383.

The campaign also delivered significant scale during the peak shopping period, generating more than 15.5 million impressions and over 299,000 destination clicks while reaching Saudi fashion consumers throughout Ramadan and Eid.

Outside the core metrics, the campaign benefited from continuous creative testing and parallel campaign structures, allowing the brand to identify high-performing creatives while maintaining fresh signals for the algorithm. Running bid strategy campaigns alongside Smart+ campaigns also enabled more granular optimisation around hero products, while existing pixel learnings from previous campaigns strengthened audience modelling heading into the seasonal peak.

Beyond performance, the campaign reinforced TikTok as a core growth channel for Erleina. The results significantly increased the brand’s visibility among Saudi women aged 18–45 and supported further investment into inventory and future product collections.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.