Molabyah Association for Honoring the Female Guests of Ar-Rahman

The objective

Scaling TikTok outreach by launching a brand awareness and conversion campaign

Molabyah Association is a non-profit charitable organisation dedicated to supporting pilgrims and Umrah performers. The association seeks to enrich community culture while empowering women through a range of social and humanitarian initiatives. Molabyah provides essential services to pilgrims, including food and beverages, as well as copies of the Holy Qur’an and other religious literature. Over the years, the association has served pilgrims from more than 45 countries, creating meaningful and lasting social impact.

In 2025, Molabyah Association was awarded first place in the Excellence Award for Religious Services to the Guests of Allah, recognising its outstanding contribution and quality of service.

The association’s organic TikTok account, @molabyah, has 11.2K followers and consistently engages audiences with authentic content and cohesive visual branding, supporting brand recognition, audience engagement, and stronger community connection.

The organic content strategy focuses on natural, non-staged visuals that highlight the real impact of giving, such as distributing water and providing copies of the Holy Qur’an as ongoing charity on behalf of donors.

In collaboration with Fazzaa Marketing Agency, Molabyah Association launched this TikTok campaign with the objective of increasing brand awareness, generating qualified leads, and ultimately driving conversions.

The solution

Using a dual-phased approach to leverage campaign learnings and build a cost-efficient conversion strategy

Building on continued success on the platform, Molabyah Association launched this new TikTok campaign targeting audiences in Saudi Arabia, with a focus on increasing conversion rates while maintaining healthy ROI performance.

The campaign combined a reach and frequency (R&F) campaign structure with TikTok’s native ad format, Spark Ads.

Spark Ads is a native advertising format that allows brands to promote existing organic TikTok posts, helping build trust through authentic content while leveraging creator-driven assets to drive engagement and conversion outcomes. When paired with a reach and frequency campaign, the association was able to optimise delivery toward a predetermined level of reach, impressions, and average frequency. Unlike auction-based buying models that rely on dynamic bidding, this approach enabled the brand to reserve campaign inventory, secure a fixed CPM, and control both exposure timing and frequency.

As part of the campaign strategy, Molabyah Association ran conversion-focused activity alongside the R&F campaign to capture purchase intent while awareness was being built. The brand also conducted split testing by comparing the reach & frequency campaign with a separate conversion campaign using identical creative assets.

Throughout the optimisation phase, performance learnings were used to identify top-performing content. The strongest videos and images were then duplicated into a new, fully optimised conversion campaign designed to capitalise on these insights. Following the conclusion of the R&F campaign after seven days, a dedicated conversion campaign focused on donations was launched using the highest-performing creative assets from earlier campaign activity.

From a content perspective, the campaign maintained the brand’s authentic and refined creative style, supporting existing audience engagement while simultaneously scaling reach to attract new supporters.

The results

Successfully increasing conversions and attracting new potential donors

The campaign delivered strong performance outcomes, significantly improving conversion efficiency and audience reach. Conversions increased by 159%, clicks grew by 203%, and overall campaign reach expanded by 118%.

By implementing a full-funnel strategy, the campaign first focused on reach and frequency activity to strengthen brand recognition and audience exposure. This was followed by conversion-driven campaigns designed to capture intent using optimised creative assets and performance learnings.

The approach successfully supported sales and donation goals while improving audience quality over time. The campaign also generated higher engagement across the platform, including increased likes and shares, helping strengthen community connection and attract new potential donors.

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