A Saudi-based online ZID platform store specializing in V60 coffee products. This case study documents my experience handling the marketing for the brand, particularly in its early-stage growth phase.
Initial Challenges
When I first started working on the project, the biggest obstacle was related to the store’s UI (User Interface). The Meta, Titok and Snapchat Pixel wasn’t capturing events properly, and as a result, purchase events weren’t being recorded accurately on the dashboard ad platforms — even though they were tracked correctly in Mixpanel.
Because of this, I decided to focus more heavily on traffic campaigns during the first month, while running sales campaigns at a smaller scale. Despite the tracking issues, the results in terms of visits and sales were promising.
Testing UGC Content & Platform Performance
From the second month, I shifted focus to UGC-style videos on Meta and TikTok. While the results were decent, they weren’t outstanding — mostly due to the ongoing UI issues causing slow website speed and poor event tracking.
At some point, I even paused the campaigns entirely. But sales dropped significantly, which led me to restart the ads — despite the tracking issues — because the return was still meaningful.
Copywriting & Branding
In every design copy, I made sure to include the ( brand name ) . Since this was a new name in the Saudi V60 coffee market, the goal was to build brand awareness through both traffic and purchase campaigns.
I also focused on (USP) A Unique Selling Proposition highlighting the , especially fast shipping across the entire saudi arab
Post-Ramadan Shift – UI Fixes & New Strategy
About a month before Eid al-Fitr, the store’s UI was revamped. This significantly improved speed and helped solve major event tracking issues. With that, I started testing a new targeting strategy: reaching new audiences.
This strategy was applied across Snapchat, TikTok, and Meta, and results were impressive on all platforms — especially TikTok.
I experimented with both narrow targeting and broad targeting using Target CPA, and the learnings were massive. It became clear that new audiences existed, and with the right creative and bidding approach, we could reach them effectively — even if they hadn’t heard of us before !!!!!!!
Product Optimization & AOV Fix
Another focus area was product image improvements. We designed new visuals that highlighted coffee flavors and origin, with a unified aesthetic ( Designs with a unified identity ) across the product listings.
After Eid al-Fitr, a challenge emerged: the Average Order Value (AOV) was consistently under 200 SAR, which hurt campaign profitability.
To address this, we launched new coffee box bundles during Eid al-Adha — increasing the AOV significantly. This strategic product expansion made a noticeable impact.
Engagement Campaigns & Social Growth
In addition to sales and traffic, I also worked on engagement campaigns. Any brand aiming to grow must build a strong presence on social media. I collaborated with the social team to run giveaway competitions, which dramatically boosted engagement metrics.
Despite Instagram having a larger following, TikTok was the top-performing platform in terms of conversions.
On Snapchat, I used MIX BID and TARGET COST bidding — especially Target Cost per Action (CPA) — to reach tightly defined audiences, and it worked well.
Current Status & Future Plans
The brand now has a moderate but growing fanbase. We haven’t yet launched Google Ads campaigns due to the client’s internal considerations, but I’m looking forward to running Google Search campaigns in the near future.
Final Thoughts
This project was a great example of how solving technical issues, understanding platform behavior, and adapting creative strategies can significantly impact brand growth — even in a niche market like V60 coffee.
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