Every Ramadan, e-commerce brands pour money into campaigns and pray the algorithm does its job. They set up the targeting, upload the creatives, and wait. Sometimes it works. Often it doesn’t. And when it doesn’t, the instinct is always the same: add more. More audience layers. More budget. More complexity.
This is the story of a campaign where we did the opposite.
We partnered with an international electrical products brand that had spent years selling through distributors — and was finally ready to own its direct sales channel. The Ramadan window was the opportunity. The target was ambitious: 500,000 EGP in sales, 7x ROAS, on a budget of 70,500 EGP. Reasonable numbers for a brand with real market presence. Achievable, but not easy.
What followed was two weeks of creative rebuilding, failed tests, unexpected data, and one counterintuitive decision that changed everything. By the end of the campaign, we hadn’t just hit the target — we’d generated 849,445 EGP in sales at a 34.79x ROAS, using less than half the budget.
Here’s exactly what happened, what we learned, and what it means for your brand this season.
The Achievement:
Target Smashed by 497%
How we took an international electrical brand from distributor-led awareness to a high-velocity direct sales powerhouse.
Moving Beyond Distributors
At Digitology, we’ve partnered with this international brand for 8 years. Their digital presence was historically built around brand awareness, not transactions. That changed when they made the move to sell directly through their own website.
The Anomaly
We found that traffic campaigns were generating sales while conversion campaigns were not. This signal dictated our entire strategy.
Rebuild. Rewire. Perform.
849,445 EGP Generated
Success in performance marketing requires agility. We achieved a ROAS of 34—nearly five times the original target.
Work With Digitology