Helal and Negma
El Helal and Negma
Helal and Nagm Group, one of Egypt’s most iconic home and kitchenware brands, partnered with us to launch performance-driven digital campaigns aimed at boosting online sales and strengthening its digital presence.
Facing a highly competitive market and a broad product range, we implemented a full-funnel acquisition strategy across Meta, Google, and TikTok, with a strong focus on product segmentation and continuous creative testing.
The result: consistent ROAS between 5.2× and 8.2×, thousands of purchases generated monthly, all within a monthly ad spend range of $2,000–$3,000.
Platforms We Used
June 2022 - May 2023
Time period
Website Conversion rate
Egypt
Target market
Awareness
8.2
ROAS
Total orders
About El Helal and Negma
Founded in 1946, Helal and Nagm Group is a cornerstone of Egyptian homes, offering a wide range of kitchenware, houseware, and garden appliances known for their quality, durability, and affordability.
The brand has become a household name across generations, combining traditional craftsmanship with modern-day innovation to meet evolving customer needs.
MAIN OBJECTIVES
✅ Drive Significant Online Sales
Maximize direct website purchases through full-funnel digital advertising.
✅ Expand Brand Visibility Digitally
Strengthen Helal and Nagm Group’s presence on Meta, Google, and TikTok platforms.
✅ Build a Scalable Acquisition Model
Create a repeatable, optimized campaign structure for long-term growth and consistent ROI.
OUR AUDIT
Strengths
✅ Helal and Nagm Group’s brand recognition and trust among Egyptian households gave us a solid foundation to build high-converting campaigns.
✅ The extensive and diverse product catalog allowed for varied targeting opportunities across different customer segments.
Additionally, the brand’s reputation for quality and affordability made it well-positioned for value-driven Black Friday and seasonal promotions.
Challenges
Despite its strong offline reputation, the brand’s digital presence was still developing, requiring rapid optimization to compete effectively online.
✅ The broad product range also presented complexity in creative messaging, necessitating segmented approaches based on product categories.
✅ Furthermore, the intense competition from well-established e-commerce players during peak seasons required precise targeting and continuous creative refreshment to maintain engagement and conversion rates.
Opportunities 🚀
✅ Few local kitchenware brands had strong, consistent digital advertising strategies.
✅ Search trends showed increasing demand for affordable, quality household goods online, especially during seasonal sales.
✅ Many competitors failed to personalize product ads, relying heavily on price-based promotions rather than brand trust and utility — areas where Helal and Nagm Group excelled.
✅ These insights provided a clear opening to leverage brand legacy and build a differentiated, performance-focused digital presence.
Compatitor and indusry analysis
Egypt’s home and kitchenware e-commerce market has been growing steadily, valued at around $450 million annually, with a projected growth rate of 5–7%.
Despite the size, the digital advertising penetration among traditional household brands remained low, with most relying on marketplaces or retail partnerships.
Competitors like Carrefour and Jumia Home focused on discounts without emphasizing brand-specific quality, leaving a strategic opportunity for Helal and Nagm Group to position itself around durability, trust, and affordability.
Our research confirmed that a brand-driven approach combined with aggressive retargeting and seasonal promotions would outperform price-only competitors.
Strategy
We began with a full audit of Helal and Nagm Group’s website, digital assets, and tracking systems:
Optimized website speed and mobile performance for better user experience.
Verified Meta Pixel and Google Analytics tracking across product pages, carts, and purchases.
Mapped key customer journeys to identify friction points.
The multi-layered campaign strategy included:
Category-Specific Funnel Architecture
Segmented campaigns by product types: kitchenware, garden tools, storage solutions, etc.
Full-Funnel Campaign Deployment
✅Awareness: Broad interest targeting combined with lookalike audiences.
✅Engagement: Retargeting based on product views and add-to-cart actions.
✅Conversion: Dynamic product ads and abandoned cart recovery flows.
Continuous Creative Refreshing
Weekly rollout of new ad creatives optimized for different audience segments to combat ad fatigue.
Platform Synergy
Meta Ads were used for storytelling and product discovery, while Google and TikTok captured high-intent buyers.
Gallery
Impact Statement
Our digital campaigns successfully transitioned Helal and Nagm Group from an offline household staple to a strong and growing online e-commerce brand.
By leveraging brand trust, product quality, and strategic full-funnel advertising, we built a scalable performance foundation that continues to drive growth in Egypt’s competitive homeware sector.
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