Case studies / Helal and Negma
Helal & Negma · Home & kitchenware · Egypt · Jun 2022 – May 2023
How a 1946 household name became a performing online brand
An iconic offline kitchenware group with a developing digital presence and a broad catalogue. Category-segmented full-funnel campaigns delivered a monthly ROAS between 5.2× and 8.2× for twelve months.
Engagement closed May 2023 · figures as reported at the time
5.2–8.2×Monthly ROAS rangeMeta-reported, every month
1,000sPurchases every monthConfirmed by the client
12Months of consistent returnsJun 2022 – May 2023
The case in 30 seconds
The challenge
Household trust offline, a developing digital presence, and a catalogue too broad for one message.
What we changed
Segment campaigns by product category, run full-funnel with dynamic product ads, and refresh creative weekly to beat fatigue.
The result
Thousands of purchases a month at a 5.2–8.2× ROAS, every month, for a year.
Our diagnosis
Trust wasn't the problem. Focus was.
We audited the site, the tracking and the catalogue before the first campaign.
- Generations of brand trustA household name since 1946
- Developing digital presenceNeeded rapid optimisation to compete online
- Broad catalogueKitchenware, houseware, garden: one message couldn't fit
- Price-only competitorsMarketplaces competing on discounts
- Peak-season pressureEstablished players during Black Friday and Ramadan
The opportunity
Category funnelsDynamic product adsWeekly creative refreshBrand-trust positioning
→A repeatable acquisition modelBefore → After
What actually changed
BeforeAfter
BeforeOne campaign for the whole catalogue
AfterCategory-specific funnels: kitchenware, garden, storage
BeforeDiscount-led messaging
AfterDurability, trust and affordability as the story
BeforeStatic ads reused for months
AfterWeekly creative rollout per segment
BeforeProduct discovery by luck
AfterDynamic product ads and abandoned-cart recovery
BeforeMeta only
AfterMeta for discovery, Google and TikTok for high-intent buyers
Growth strategy
One growth system. Four connected levers.
01 — Media
Broad interests and lookalikes up top; product-view and cart retargeting in the middle; dynamic product ads and cart recovery at the bottom.
Awareness→Engagement→Conversion
Meta for storytelling and discovery; Google and TikTok caught high-intent buyers.
02 — Creative
New creative every week per audience segment to combat fatigue.
Value-driven seasonal promotions built on brand trust, not price alone.
03 — Category
Campaigns segmented by product type with their own budgets.
Kitchenware, garden tools and storage each had a funnel.
04 — Measurement
Site speed and mobile performance fixed first; Pixel and GA verified across product, cart and purchase.
Monthly ROAS floor judged the system, not one good week.
Creative strategy
The creative system
The pieces that did the work, not the whole gallery.
- Format
- Category static · TOF
Why it workedA single hero product per category with the brand's durability promise, not a price tag.
- Format
- Dynamic product ad · BOF
Why it workedThe product you viewed, at the price you saw, back in your feed.
- Format
- Seasonal promotion · MOF
Why it workedBlack Friday and Ramadan offers positioned on value and durability, not on discount alone.
What we learned
01
A broad catalogue needs narrow campaigns.
Segmenting by category let each product type find its buyer and its price point.
02
Legacy is a performance asset.
Positioning on trust and durability beat the price-only competitors without matching their discounts.
03
Consistency is the result.
Twelve months inside a 5.2–8.2× range is worth more than one 20× week; weekly creative refresh is what kept it there.
Proof
Documented in the tools
Business impact
The business impact
As reported at the close of the engagement.
5.2–8.2×Monthly ROASMeta-reported
1,000sPurchases per monthconfirmed
12Monthsof consistent returns
3PlatformsMeta, Google, TikTok
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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