Cotmasr

The objective

Scaling a fast-growing Egyptian cotton brand with performance driven strategies

Cotmasr was founded in January 2024 by Mahmoud Reda with a clear vision to research, develop and scale Egypt’s e-commerce market, starting in the Delta region and expanding nationwide. The brand was established to make online clothing shopping simple, reliable and accessible through a strong direct-to-consumer model, enabling customers to purchase all their apparel needs directly via its own website.

Specialising exclusively in 100% cotton apparel, Cotmasr’s entire product range is crafted from pure Egyptian cotton, reflecting the country’s long-standing global reputation for premium cotton quality. This focused positioning allows the brand to deliver superior comfort, durability and consistency, strengthening customer trust.

On TikTok, @Cotmasr has built an organic audience of 42K followers, although growth to date has been primarily driven by paid advertising. Organic content focuses on product showcases, highlighting the quality of 100% Egyptian cotton, promoting offers and providing behind-the-scenes visibility into brand and fulfilment processes. The content approach is short-form, vertical and mobile-first, designed to feel native to the platform while testing both product-led creatives and trend-adapted formats to better understand audience behaviour.

Having advertised many times on TikTok previously and having a dedicated in-house marketing team managing campaigns on TikTok, Cotmasr’s strategy has been mostly performance-driven. Campaign objectives have primarily centred on sales and conversions, reflecting the brand’s focus on measurable commercial growth and scalable customer acquisition.

The solution

A highly strategic approach based on continuous learning and optimisation

This campaign formed part of an evergreen performance strategy focused on consistent acquisition and scalable growth. By continuing to scale a high-performing ongoing campaign, Cotmasr has developed a strategic approach grounded in real performance data, enabling continuous optimisation and sustained efficiency.

Targeting major urban areas across Egypt, the campaign was delivered to both men and women aged 18 to 45. Segmentation was optimised by product category, targeting users interested in online shopping, lifestyle, fashion and home essentials. The strategy focused on active online shoppers and high-engagement users, combining broad targeting with interest-based segmentation. Optimisation was driven by pixel purchase data to refine delivery towards high-intent audiences.

The campaign prioritised maintaining a stable CPA while scaling volume, ensuring sustainable ROAS above break-even. Creative testing cycles were aligned with CTR and CVR benchmarks to maintain campaign efficiency.

The campaign primarily used Smart+ Conversion Campaigns, specifically catalog campaigns optimised for Purchase events. The brand implemented a structured creative testing framework by launching multiple ad variations simultaneously. Performance was evaluated within the first 72 hours based on CPA, CTR and Conversion Rate. Underperforming creatives were paused, while top-performing ads were scaled strategically to maximise efficiency and maintain stable ROAS.

In terms of content, the brand applied a mix of performance-driven and creative strategies. Product-focused visuals were primarily used to clearly showcase items and drive purchase intent. UGC and creator collaborations were leveraged to enhance authenticity and relatability. Trends and viral hooks were incorporated where relevant to maximise reach.

Cotmasr ran multiple variations simultaneously, closely monitoring performance across CPA, CTR and Conversion Rate, and scaled the highest-performing creatives. This approach ensured efficient, data-driven optimisation while leveraging both static and creator-generated content.

The results

A highly efficient campaign successfully increasing conversions whilst maintaining a strong ROAS

By using Smart+ catalogs, Spark Ads, and retargeting conversion campaigns, Cotsmasr successfully achieved their goals of increasing conversions with a focus on cost efficiency.

Through the campaign the brand tested multiple creative variations to quickly identify top performers and scale efficiently. Maximising the potential of their already successful campaign, the brand received expert guidance from their TikTok Account Manager helping them to further optimise targeting and campaign structure.

The campaign has been hugely successful for Cotsmasr. With their CPA decreasing by 11.3% compared to previous months, a stable ROAS of 14, an increase in conversions of 26% and add to cart behaviour increasing by 29.5% compared to previous months.

Beyond the key performance metrics, the campaign had several broader impacts on our business including a significant boost to overall Brand Awareness & Cultural Impact by Increasing visibility and engagement within the brand's key target audience, and strengthening brand recognition.

Additionally, the campaign has contributed largely to wider business growth, enabling them to hire additional staff and expand operational capacity, revenue generated from the campaigns has also enabled investment in new product lines and scaling to larger premises.

These outcomes demonstrate that TikTok campaigns contributed not only to direct conversions but also to sustainable business growth and strategic development for the brand.

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