Case studies / Imtenan
Imtenan · Natural health & wellness · Egypt · Black Friday 2022
How Imtenan turned Black Friday into 441 purchases and 1,200 new accounts at a 6.21× ROAS
Egypt's best-known natural health brand, a checkout that forced account creation, and the most expensive week of the year. A full-funnel Meta and Google plan built on urgency without discount-only messaging.
Campaign closed Nov 2022 · figures as reported at the time
441PurchasesBlack Friday campaign window, Meta + Google
1,200New accounts createdA required step before checkout
6.21×ROASPlatform-reported for the campaign period
The case in 30 seconds
The challenge
Account creation before checkout, a short window with no room for long tests, and Black Friday CPCs driven up by electronics and fashion.
What we changed
Audit the funnel and tracking first, then run urgency-and-value messaging through a three-stage Meta funnel plus Black Friday-specific Google Search, optimised daily.
The result
441 purchases, 1,200 new accounts and a 6.21× ROAS in one campaign window.
Our diagnosis
The friction was in the checkout, and the week was too short to fix it.
One audit of the site, the checkout and the tracking before launch.
- Strong brand trustLoyal base, premium natural products
- Forced account creationEvery buyer had to register before paying
- No time for iterationDays, not weeks
- Black Friday auctionCPCs inflated by other categories
- Health buyers under-servedCompetitors discounting, not persuading
The opportunity
Funnel & tracking auditUrgency + value messagingThree-stage Meta funnelIntent capture on Search
→A profitable Black FridayBefore → After
What actually changed
BeforeAfter
BeforeDiscount-only Black Friday posts
AfterLimited-time offers framed around quality, not price
BeforeOne campaign for everyone
AfterAwareness → engagement retargeting → dynamic cart and product retargeting
BeforeNo search presence in the season
AfterGoogle Search on Black Friday health and supplement queries
BeforeWeekly optimisation
AfterDaily budget moves to the best ad sets
BeforeAccount creation as an obstacle
AfterAccount creation as a result: 1,200 new accounts
Growth strategy
One campaign system. Four connected levers.
01 — Media
Broad and lookalike prospecting, engagement retargeting, and dynamic retargeting on carts and product views.
Awareness→Engagement→Conversion
Google Search captured Black Friday intent for natural products and supplements.
02 — Creative
Urgency and value together, without undermining a premium brand.
Product-led offers over generic sale banners.
03 — Offer
Limited-time offers on the SKUs that gift well.
Honey, superfoods and supplements framed as healthy gifting.
04 — Measurement
Pixel events and Analytics goals verified before launch.
Purchases, account creations and ROAS judged daily.
Creative strategy
The creative system
The pieces that did the work in a one-week window.
- Format
- Offer static · TOF
Why it workedA limited-time Black Friday offer with the products in frame: urgency for a brand that never needed to discount deeply.
- Format
- Dynamic product ad · BOF
Why it workedCart abandoners saw the product they left, with the offer deadline.
- Format
- Search ad · Intent
Why it worked'Natural supplements sale' and healthy-gift queries captured buyers other health brands ignored.
What we learned
01
Audit before you spend, especially with one week.
Finding the forced-registration friction before launch shaped the whole funnel; there was no time to discover it mid-campaign.
02
Premium brands should not discount their way through Black Friday.
Urgency framed around quality held the price and still converted.
03
Search is where the under-served buyers are.
Health-conscious shoppers were searching while everyone else advertised electronics.
Proof
Documented in the tools
Business impact
The campaign impact
As reported at the close of the campaign.
441PurchasesMeta + Google
1,200New accountsrequired before checkout
6.21×ROASplatform-reported
3PlatformsMeta, Google, YouTube
Client spend and revenue are confidential; figures are as reported in the campaign's own reporting for the period stated, with sensitive values in the screenshots redacted.
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