The Royal Academy of Culinary Arts is a leading non-profit private culinary school in Jordan. As the digital marketer for their October 2022 intake, I executed several successful digital marketing campaigns to generate high quality leads and drive awareness to their programs.

Digital Marketing Campaigns for the Royal Academy of Culinary Arts

Google Ads (Display, Search, YouTube)

The objective of the Google Ads campaigns was to drive traffic to the Royal Academy of Culinary Arts’ website and generate high-quality leads. I utilized Display, Search, and YouTube ads to achieve this goal.

Results for Google Search

For the Google Search Ad campaign, I optimized the CTR to 8.54%. The average CPC for the entire search campaign was $0.08, which is an impressive result. Additionally, I included site links and other ad extensions to increase the visibility and engagement of the ads.

I also conducted A/B testing on different landing pages to determine the best-performing ones and optimize the bounce rate. This ensured that the campaign delivered the highest quality and optimization possible.

Results for Google Display

The objective of the Google Display Ad campaign was to increase brand awareness for the Royal Academy of Culinary Arts’ Bachelor Degree in Food & Beverage Management program. To target parents as decision-makers, I placed ads on media and news websites and used manual optimization to secure the top ad placement. The results were 3.3 million impressions.

Facebook & Instagram Ads

The objective of the Facebook and Instagram Promotion campaign was to drive traffic to WhatsApp and increase engagement through user-friendly destination previews and reply templates. The results showed a CPM of $0.93 and 4403 clicks.

Stories & Reels Ads

The objective of the Facebook and Instagram Stories and Reels campaign was to target the youth and drive awareness to the Bachelor Degree in Food & Beverage Management program. The results showed a total spend of $69.09, a CPM of $0.18, and a reach of 384K.

Chat Bot Campaign through Facebook Messenger

To improve the enrollment process, I implemented an automation chat feature through Facebook Messenger. This chatbot aimed to help the enrollment team evaluate potential students’ English proficiency levels more efficiently. The chatbot asks students questions about their English level, and based on their responses, either directs them to an English language center or asks for their contact details. To optimize the budget, I implemented budget control, with a maximum spend of $2.

In conclusion, the digital marketing campaign for The Royal Academy of Culinary Arts was a great success. With a mix of Google Ads, Snapchat, Facebook, and Instagram promotions, I was able to reach a wide audience and generate high quality leads. The combination of search and display ads, video promotions, and chatbot campaigns, helped the academy achieve their objectives of driving traffic to the website, increasing brand awareness, and streamlining the enrollment process.

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Al Ghazal Perfume: Rebranding for a Luxury Fragrance

Introduction

Al Ghazal Perfume is a premium fragrance brand based in Saudi Arabia, known for its exceptional quality and unique blend of ingredients, including apple, peach, pineapple, and Arabic Oudh. In an effort to reflect its brand identity, Al Ghazal approached me to redesign their logo and packaging design.

The Challenge

The challenge was to create a design that accurately reflected the brand’s sophisticated image while also showcasing its key ingredients. The client wanted a logo that was visually appealing and set the brand apart in a competitive market.

The Solution

I worked closely with the Al Ghazal team to understand their vision and create a logo that met their expectations. The final design showcases the key ingredients in a visually appealing way while also capturing the sophistication and luxury of the brand. The new logo features bold, modern typography with a sophisticated color palette that evokes the elegance of the brand.

The Results

With my contributions, Al Ghazal Perfume now has a logo that accurately reflects its unique identity and sets it apart in a competitive market. The redesign has been well-received by the client and has helped to elevate the brand’s image, making it more recognizable and memorable to consumers. The redesign has also provided a solid foundation for future branding initiatives and has helped to position Al Ghazal Perfume as a leader in the fragrance industry.

Conclusion

This project was a great opportunity to showcase my design skills and bring a premium brand’s vision to life. The redesign of Al Ghazal Perfume’s logo and packaging design has helped to elevate the brand’s image and position it as a leader in the fragrance industry. I’m proud of the results of this project and look forward to continuing to work with Al Ghazal Perfume in the future.

Enhancing Brand Visibility through Strategic Ad Design

Introduction

Osma Perfumes, a distinguished fragrance brand, aimed to capture the attention of the Saudi Arabian market. With my extensive expertise in Media Buying in Saudi Arabia, I spearheaded the development of captivating ad visuals tailored to resonate with the local audience’s cultural preferences and nuances.

Challenge

The key challenge was crafting ad creatives that were culturally appealing to the Saudi audience and optimized for various digital platforms, including Meta, Snapchat, TikTok, and Google Ads.

Objectives

• Develop engaging ad creatives aligned with Saudi cultural values and aesthetics.
• Achieve extensive digital reach by deploying ads on multiple platforms.
• Optimize ad visibility and engagement by focusing on platform-specific ‘safe zones’.

Process

Conceptualization

In-depth market research was conducted to dive into the cultural and aesthetic preferences of the target demographic in Saudi Arabia, guiding the creative process to ensure maximum engagement.

Execution

• Graphic Design: I was responsible for the graphic design of all ad creatives, carefully crafting each piece to align with the brand’s identity and appeal visually to the target audience. The designs were specifically optimized to ensure content visibility within the ‘safe zones’ of each platform, crucial for maximizing impact and engagement.

Deployment

The campaign was executed across various platforms:

• Meta
• Snapchat
• TikTok
• Google Display Ads

Results

The targeted approach resulted in a remarkable Click-Through Rate (CTR) of 7.5%, significantly enhancing Osma Perfumes’ brand awareness within the Saudi market. The campaign also led to an increase in engagement rates and received positive feedback from customers.

Conclusion

This project highlighted the effectiveness of culturally customized creative strategies in digital advertising. It demonstrated how meticulous graphic design and strategic media buying are pivotal in penetrating the market and achieving significant brand visibility.

Client Success Story: KH Mart & Coffee Bar’s Social Media Transformation

Service: Social Media Management

KH Mart & Coffee Bar, a unique hybrid of a supermarket and coffee house in Amman, faced the challenge of establishing an online presence and attracting local customers. Seeking a solution, they partnered with a seasoned digital marketer.

Challenges:

KH Mart & Coffee Bar was grappling with a lack of brand identity and minimal engagement on social media platforms.

Solution:

The implemented strategy included:

1. Visual Branding: Crafting a visually appealing and consistent brand identity to highlight KH Mart’s distinctiveness.
2. Content Strategy: Creating engaging posts to showcase daily deals, fresh coffee offerings, and the diverse range of home goods available.
3. Community Engagement: Proactive interaction with the local community, hosting online contests, and addressing customer queries promptly.

Results:

Within a mere three months, the transformation was evident:

• A remarkable 75% increase in online engagement.
• A substantial 50% growth in followers.

Client Overview
Outies is a premium brand based in Saudi Arabia with both online and retail operations. They were looking to strengthen their digital footprint and increase brand recognition while achieving tangible results in both sales and engagement. With this goal in mind, Outies partnered with our specialized team for expert media buying and content creation.

Strategy and Approach

Media Buying Strategy

• Our team crafted a platform-specific media buying strategy, focusing on high-engagement platforms in Saudi Arabia like Meta and Snapchat.
• Leveraged retargeting ads to maximize the brand’s reach, refining the audience as we moved from awareness to conversion.
• Implemented a flexible, data-driven budget allocation to ensure Outies’ ad spend was optimized for maximum results.

Content Creation and Creative Design

• With a dedicated team of experts (no interns or juniors as you may find at typical agencies), we developed a high-quality visual content plan that aligned with Outies’ premium brand identity.
• Designed carousel ads and other static content specifically tailored for high engagement, showcasing products in both lifestyle and detailed settings.
• Focused on clear, impactful messaging to drive brand recall and attract potential customers.

Execution

Creative Content for Ads

• Image Ads: Developed premium, high-resolution product images with visually captivating backgrounds and strategic text.
• Video Ads: Produced concise video clips optimized for social stories and feeds, highlighting product features in a dynamic way.
• Carousel Ads: Crafted multi-image carousels, allowing customers to browse Outies’ products easily within the ad itself.

Reef Perfumes – Media Buying and Creative Campaigns

Introduction

As a Marketing Consultant specializing in Media Buying Services, I spearheaded the strategic launch and advertising campaigns for Reef Perfumes, a distinguished Saudi Arabian brand with over 200 branches across the Gulf countries. This case study explores the launch and successful promotion of White 33 and Piska Perfume, showcasing our impactful ad creatives and sophisticated media strategies during the critical sales period of Ramadan.

Project Overview

Launching New Products

The primary challenge was the market introduction of two new fragrances, White 33 and Piska Perfume, amid a competitive landscape. My role encompassed managing comprehensive media buying strategies and ensuring a robust market entry.

Strategic Ad Campaigns During Ramadan & Eid

We amplified our advertising efforts to leverage Ramadan’s peak buying season. I orchestrated multi-platform ad campaigns, fine-tuning our message to resonate deeply with our target demographic during this significant period.

Execution

Ad Creative Design and Direction

Creativity underpinned our approach, with ad creatives designed to highlight the unique properties of each perfume. These creatives not only emphasized the product’s allure but also aligned seamlessly with Reef Perfumes’ sophisticated brand image.

Media Buying and Platform Coordination

As a Media Buying expert, I facilitated direct negotiations and weekly strategic meetings with major platforms like TikTok, Snapchat, Meta, and Google. This direct interaction ensured our placements were optimally executed, leveraging cutting-edge analytics to enhance our campaigns’ reach and effectiveness.

Results

Our targeted efforts for White 33 and Piska Perfume significantly enhanced customer engagement, driving notable sales increases during Ramadan. The strategic positioning and compelling ad creatives played crucial roles in this success, demonstrating the effectiveness of our tailored approach.

Conclusion

This engagement with Reef Perfumes underscores the effectiveness of combining detailed Media Buying Services with innovative Ad Creative Designs, setting a benchmark for success in the competitive fragrance market. Our work not only elevated brand visibility but also established a strong foundation for future launches.

3anbo3d.com: A New Arabic Freelance Marketplace Launch Case Study

Objective

The objective of this project was to launch 3anbo3d.com, an innovative new Arabic freelance marketplace that connects talented individuals with clients in the Middle East.

The Process

Web Development

As the lead developer on this project, I was responsible for building the website from the ground up. I used the latest web development technologies and best practices to ensure that the site was fast, user-friendly, and accessible to a wide range of users.

Motion Graphic Video with Voice Over

In order to introduce 3anbo3d.com to the world, I created a motion graphic video with a professional voiceover. The video explained the concept behind the site and showcased its key features and benefits.

Content Writing

I also wrote the content for the website, including the “Privacy Policy” page, product descriptions, and other key pages. My writing was engaging and informative, helping to build excitement and anticipation for the launch of the site.

Conclusion

This project was a great example of the impact that a well-designed website and marketing campaign can have on a new business. By creating a platform that connects creative talent with clients in the Middle East, 3anbo3d.com will drive economic growth and support the region’s creative community in the future.