Saffron Threads X Coid Agency

The objective

Combining 'perfect timing' with the right optimization tools to build a profitable conversion campaign

Saffron Threads was founded in 2021 with a vision to offer premium-quality saffron through a modern online shopping experience. What began as a digital-only venture quickly grew in popularity and trust, leading to a nationwide expansion with 14 physical branches across Saudi Arabia. Today, Saffron Threads stands as one of the leading saffron-focused companies in the kingdom, known for its dedication to quality, authenticity, and customer satisfaction.​

On TikTok, @za3ffran have an active and engaged following of over 100K users. Their organic content focuses on UGC-style videos of price offers for their saffron products, combined with how-to videos on using saffron in cooking and coffee. ​

This was the brand's first paid campaign on TikTok, launched with a Ramadan-focused initiative to promote their products during the peak season where they anticipated higher buying behavior.​

Saffron Threads worked alongside Coid Agency, who developed a strategic campaign approach aimed at increasing ROAS by leveraging TikTok's smart campaign optimization tools. ​

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The solution

Leveraging AI audience targeting to deliver the campaign to a high-quality audience

The campaign targeted TikTok users in Saudi Arabia, mainly men and women aged 25–45, narrowing the audience to Arabic-speaking individuals interested in food, coffee, and premium products.​

To achieve their goal of increasing return on ad spend, Saffron Threads, together with Coid Agency, developed a strategic campaign leveraging some of TikTok’s most popular advertising tools: Spark Ads, Smart+ and Catalog Ads.​

As an ad format that fits seamlessly into users’ feeds, Spark Ads create a TikTok-native experience which feels natural and non-disruptive on the FYP. Combining this with Smart+ automated targeting allowed Saffron Threads to build a campaign that not only felt authentic and native to the platform, but also targeted users most likely to be actively interested in their products, intelligently optimizing campaign reach to the right people.​

The content used in the campaign was driven by UGC videos from influencers. Coid Agency manually tested some of these creative variants to ensure the most effective assets were being used, and to gain learnings for the future.

The results

Outstanding results with 14x increase in ROAS

The campaign, ran during the Ramadan season, saw outstanding results, particularly in relation to their original goal of increasing return on ad spend.​

ROAS reached 14x higher during the campaign, with conversions increasing by an astonishing 400%. In addition to the spike in conversions, the Smart+ campaign targeting contributed to a cost-effective strategy, which saw CPA drop by 40%.

The success of the campaign leaned heavily on the brand's choice of ad tools and their focused strategy in optimizing audience targeting. Additionally, using custom retargeting, diverse creatives, and a full-funnel set-up boosted the campaign's success and delivered strong results.​

Outside of the key metrics, the campaign boosted overall brand visibility and in-store traffic, contributing to growth across their 14 branches during Ramadan.​

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