May Alward ماي الورد
A highly efficient ads strategy delivering successful results for a popular beauty brand
The objective
Launching a conversion-focused campaign for a holistic beauty brand
May Al Ward is a modern revival of Saudi beauty traditions inspired by the love and care of remedies handcrafted by grandmothers.
Founded to preserve, whilst modernizing, these rituals; the company's mission is to offer authentic, sustainable self-care products rooted in heritage. Licensed by the Saudi Food and Drug Authority, the brand's products blend the traditions of the past with modern day knowledge and innovation to create timeless beauty care with their customer's needs in mind.
@Mayalward.sa has an active organic presence on TikTok with well-over 100K engaged followers. The account's content focuses on showcasing traditional Saudi beauty rituals, behind-the-scenes product creation, customer testimonials, and educational tips on natural self-care in a warm, authentic, and storytelling-driven style to build connection with their audience.
May Al Ward partnered with Radar Agency to maximize the efficiency of the campaign strategy and ensure the best results, focusing specifically on increasing conversions.
The solution
Utilizing a range of TikTok tools to drive campaign performance through algorithmic targeting
To achieve the brand's goals, the campaign ran for one month targeting a broad audience across Saudi Arabia through a variety of high-performance TikTok advertising tools, including: SparkAds, Video Shopping Ads with Catalogs and UTM Parameters.
Eager to not only enhance campaign performance but also learn about their audience, the brand worked with their agency partner to implement manual split-testing strategies measuring performance across different variables, with a focus on the content and strategies responsible for increasing conversions whilst minimizing cost.
The results
Successfully maximizing campaign efficiency and driving conversions
This campaign was incredibly successful in maintaining cost efficiency whilst increasing online conversions. Gaining 76 conversions at a low 21.26 SAR per conversion and a CTR of 0.84% with a CPC of just 0.90 SAR - the campaign was a testament to the efficiency of their implemented ad strategies and the suitability of TikTok's audience to beauty advertisers.
In addition to their key measurables, the campaign saw over 200K impressions and 1.7K clicks.
TikTok’s Catalog Sales campaign paired with broad targeting and automated optimization allowed May Al Ward to scale efficiently without the need for complex setup.
The beauty brand also benefitted largely from the support from the TikTok team, helping them monitor UTM performance and gain actionable insights quickly.
The main performance drivers which led to the success of this campaign were: Broad targeting with Catalog ads and automated optimization, which allowed the brand to scale the campaign efficiently.
Additionally, the campaign success also benefitted from the use of simple TikTok-native creatives designed to capture the attention of users across the platform and maintaining high engagement levels throughout the campaign.
On top of these results, the beauty brand also noticed a significant increase in online sales, especially from younger audiences. From the success of the campaign May Al Ward developed more confidence to invest more in new products and continued to grow their internal team responsible for managing TikTok-specific campaigns.
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.
TikTok’s Catalog Sales campaign paired with broad targeting and automated optimization allowed us to scale efficiently without the need for complex setup. Success doesn’t happen on day one. Every day, every week, we test new campaigns and push the limits. With the right strategy and execution, the results always follow.