Target Audience
The primary audience: people who care about what they put on their hair, skin and body, and want a natural option they can trust.
- Women and men interested in natural personal care
- People interested in hair, skin and body care
- Customers looking for natural alternatives
- Fitness & wellness audience
- Beauty & self-care audience
- Customers who value locally produced products
- Existing oil users looking for better-quality products
Budget Plan
The budget is split between social media growth campaigns, which build the brand's audience, and sales campaigns, which test products, creatives and marketing angles. The plan covers the 15-day testing phase.
Where the budget goes
1 · Social media growth budget
| Campaign objective | Daily | 15 days |
|---|---|---|
| Instagram Profile Visits | EGP 300 | EGP 4,500 |
| Facebook Page Likes | EGP 250 | EGP 3,750 |
| Growth total | EGP 550 | EGP 8,250 |
2 · Sales campaigns: creative testing budget
| Creative type | Daily | 15 days |
|---|---|---|
| Static Designs | EGP 500 | EGP 7,500 |
| UGC Content | EGP 1,000 | EGP 15,000 |
| Influencer Content | EGP 1,000 | EGP 15,000 |
| Sales total | EGP 2,500 | EGP 37,500 |
3 · Total budget
| Daily | 15 days | |
|---|---|---|
| Social media growth | EGP 550 | EGP 8,250 |
| Sales creative testing | EGP 2,500 | EGP 37,500 |
| Total excl. VAT | EGP 3,050 | EGP 45,750 |
| VAT 14% | EGP 427 | EGP 6,405 |
| Total incl. VAT | EGP 3,477 | EGP 52,155 |
All budgets exclude 14% VAT unless marked “incl. VAT”. This plan covers the 15-day testing phase. After day 15, budget moves toward the best-performing products and creatives based on the results.
Initial Testing Phase
The first 15 days are for testing and data collection: finding the products, creatives and marketing angles that deliver the strongest results.
What runs during the 15 days
During this phase we aim to
- Identify the best-selling products.
- Test different creative formats and marketing angles.
- Evaluate the performance of static designs, UGC and influencer content.
- Identify the most effective creatives by sales and customer acquisition cost.
- Gather enough data to make informed decisions on budget allocation and scaling.
The results guide the next steps of the strategy and direct the budget toward the best-performing products and creatives.
Website Audit
Once the final website is available, we run a full audit to find anything that could hurt conversion rate and sales.
The audit covers
- 1Website structure and user experience
- 2Product pages, descriptions and images
- 3Mobile responsiveness and loading speed
- 4Checkout process and payment methods
- 5Shipping information, policies and trust elements
- 6Tracking setup and conversion measurement
- 7Conversion barriers and opportunities to improve
Objective: make sure the website is ready to turn paid traffic into sales before ad spend increases.
Promotional Strategy
Launch at full value, then use November to raise order value with bundles and selected offers.
Launching without general discounts establishes the products' value and shows the natural demand for them.
May be offered to customers who subscribe to the website's email list. It encourages sign-ups and first purchases without leaning on aggressive discounting.
The November plan focuses on raising AOV and driving sales through category bundles and individual product offers.
- Category-based bundlesProducts grouped by category so customers buy several items in one order.
- Individual product discountsUp to 30% off selected standalone products.
- Offer approvalAll offers and discount percentages are approved by the Finance and Operations teams before going live.
Goal: make the most of Black Friday while keeping control of margins, inventory and operational feasibility.
Current Campaign Priorities
While sales creatives are in production, Meta activity focuses on audience growth and social visibility.
- Facebook Page Likes: grow the Facebook audienceEGP 250/day
- Instagram Profile Visits: profile traffic & awarenessEGP 300/day
Budget shifts gradually toward sales campaigns to test the available products and creatives.
Advertising Channel Expansion
We start on Meta only to set a performance baseline, then add platforms one at a time once results improve consistently.
Facebook & Instagram: initial testing, audience development and sales optimisation.
Testing video-led creatives and their ability to generate profitable sales.
Capturing high-intent demand through relevant search campaigns and other suitable campaign types.
Each platform is tested with a controlled budget and enough time to judge its performance before more is invested. The aim is to find which platforms deliver sustainable sales and profitable acquisition before budgets scale significantly.
Scaling & Budget Optimisation
Budget increases follow actual performance data, not predetermined spending targets.
- Invest in winnersMore budget for proven products and high-performing creatives.
- Cut what underperformsLess spend on weak creatives and marketing angles.
- Keep testingNew content to prevent creative fatigue and find more winners.
- Compare platformsEvaluate cross-platform performance before expanding budgets.
- Check the foundationsWebsite conversion, order economics and operational capacity must support growth.
Overall objective
Build a data-driven advertising strategy that identifies winning products and creatives, establishes profitable acquisition channels, and supports sustainable growth while keeping control of ad spend and profitability.