Fzahabaya

The objective

Driving seasonal sales growth for a leading Saudi abaya brand

Fzahabaya is a Saudi women’s fashion brand specialising in premium abayas, offering modern and elegant modest fashion through the Salla e-commerce platform. Built around making high-quality abayas more accessible to fashion-conscious Saudi women.

On TikTok, Fzahabaya maintains an active organic presence focused on abaya styling inspiration, new collection launches, and seasonal content tied to important cultural moments such as Ramadan and Eid. Through a consistent stream of native content, the brand has built strong engagement with audiences interested in modest fashion and lifestyle content.

Having previously run TikTok campaigns, Fzahabaya launched this seasonal activation as a follow-on campaign designed to build on prior learnings and scale performance during the high-demand Ramadan and Eid 2026 period.

The primary objective of the campaign was to drive direct purchases and maximise ROAS during the seasonal sales window, while secondary objectives focused on increasing reach and brand awareness across Saudi Arabia during one of the most commercially significant periods of the year.

The solution

Combining product-led creative with performance-led strategy

To maximise conversions while maintaining efficient ROAS performance, Fzahabaya implemented a multi-campaign structure using a combination of In-Feed Video Ads, Catalog Ads, Website Conversion Campaigns, and Smart+ with value-based bidding.

The strategy used continuous performance testing across multiple campaign types. Video-led campaigns, catalog-driven campaigns, and conversion-focused setups were run simultaneously, with performance benchmarked across ROAS, CPC, and conversion rate metrics. This structured testing approach enabled the brand to identify the most efficient spend allocation and optimise budget distribution towards the strongest-performing campaign formats over time.

Smart+ played a key role in automating delivery and bidding optimisation using real-time conversion signals, while Catalog Ads helped surface relevant products dynamically to users already demonstrating purchase intent. Website Conversion Campaigns were used to drive lower-funnel activity and capture demand during peak seasonal shopping moments.

Creative formats included new collection reveals, styling-focused videos, and direct product showcases designed specifically for TikTok’s native viewing experience. Rather than relying on creator partnerships, the brand utilised its own creative assets, producing native-style content designed to blend naturally into the For You Page while maintaining a premium fashion aesthetic.

The results

Delivering profitable growth during the Ramadan and Eid shopping season

The campaign delivered strong commercial results for Fzahabaya, successfully scaling sales throughout the Ramadan and Eid 2026 period while maintaining highly efficient performance across the funnel.

TikTok generated an 11.82x blended ROAS, alongside more than 7,231 purchases at a SAR 19.59 cost per purchase. The campaign also achieved a 5.33% conversion rate and SAR 231.65 average order value.

At scale, the campaign delivered over 11.18 million impressions and 135,711 clicks, achieving a 1.21% CTR and ensuring strong visibility during one of the most competitive retail moments of the year.

TikTok’s full-funnel ecosystem played a key role in performance, with In-Feed Video Ads driving discovery during Ramadan while Catalog Ads and Website Conversion Campaigns converted high-intent users into purchasers. The Catalog campaign achieved a 14.33x ROAS by re-engaging users already showing product interest, while the “Top Sell” bestseller campaign delivered a 9.89x ROAS by prioritising high-demand products.

Outside the key metrics, the campaign strengthened Fzahabaya’s position as a digitally forward modest fashion brand within Saudi Arabia, while reinforcing TikTok as a core channel for scalable e-commerce growth.

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