Imtenan
IMTENAN - 2022 BLACK FRIDAY
Imtenan, a leading health and wellness brand in Egypt, launched a performance-driven Black Friday campaign focused on boosting online sales and new account creations.
With complex website user flows and limited time for optimization, we implemented full-funnel Meta and Google strategies targeting high-intent shoppers.
The result: 441 purchases, 1,200 new accounts created, and a 6.21× ROAS achieved during the campaign period.
Platforms We Used
Nov 2022
Time period
Conversion rate
Egypt
Target market
6.21
ROAS
Awareness
New Accounts Created
Total orders
About IMTENAN
Imtenan is a leading Egyptian brand specializing in natural health products, including premium honey, superfoods, natural supplements, and organic foods.
For years, Imtenan has championed the movement towards healthier living, offering authentic, high-quality products rooted in nature and trusted by consumers across Egypt.
MAIN OBJECTIVES
✅ Drive Maximum Online Sales During Black Friday
Leverage seasonal buying behavior to maximize website transactions.
✅ Increase New Account Creations
Encourage account sign-ups to strengthen customer retention and facilitate future marketing.
✅ Achieve High ROAS with Strict Budget Efficiency
Maintain a cost-effective campaign while maximizing revenue return.
OUR AUDIT
Strengths
✅ Imtenan entered the Black Friday period with strong brand recognition and an existing loyal customer base.
✅ The website was fully stocked with popular SKUs ideal for gift-giving and wellness-focused consumers.
✅ Additionally, the brand’s trust factor and product quality gave us the foundation to build effective urgency-driven messaging without heavy reliance on deep discounting.
Challenges
✅ The website’s purchasing process required users to create accounts before checkout, adding friction to the buyer journey.
✅ Additionally, given the short Black Friday window, we had limited time for iterative testing or long optimization cycles.
✅ The competitive intensity during Black Friday also drove up CPCs across platforms, necessitating ultra-precise audience targeting and ad creative performance from day one.
Opportunities 🚀
Despite the challenges, our analysis revealed clear opportunities.
✅ Many competing health brands failed to fully leverage urgency-driven content specific to Black Friday promotions.
✅ There was also significant intent traffic around keywords such as “healthy gift ideas” and “natural supplements sale” — offering an opening to capture health-conscious shoppers looking for credible options.
✅ Furthermore, Imtenan’s strong product lineup allowed us to showcase authentic, quality-driven offers that stood apart from price-only competitors.
Compatitor and indusry analysis
- Egypt’s natural health and wellness e-commerce market has experienced strong growth, valued at approximately $150 million annually with a 7–9% projected annual increase.
However, Black Friday periods are often dominated by electronics and fashion deals, leaving health-focused buyers underserved. - Competitors typically emphasized heavy discounting without leveraging product quality narratives.
Strategy
Our approach began with a full audit of Imtenan’s website, checkout funnel, and tracking setup.
We reviewed:
- Landing page speed and mobile optimization
- Checkout flow friction points (especially account creation requirement)
- Meta Pixel event tracking and Google Analytics goal setup
- Once technical readiness was confirmed, we executed a multi-layered strategy:
- Urgency & Value-Driven Messaging
Campaign content highlighted limited-time offers without undermining the brand’s premium perception. - Full-Funnel Campaign Structure
✅Awareness Stage: Broad interest and lookalike targeting for health-focused shoppers
✅Engagement Stage: Retargeting website visitors and ad engagers
✅Conversion Stage: Dynamic retargeting based on abandoned carts and product views - Keyword-Specific Google Search Campaigns
Focused on Black Friday-specific search queries tied to natural health products and supplements. - Micro-Optimization Loops
Daily monitoring of creative performance, CPCs, and conversion events to quickly reallocate budgets to top-performing ad sets.
Gallery
Impact Statement
The campaign successfully positioned Imtenan as a leading choice for health-conscious shoppers during one of the most competitive retail periods of the year.
It laid the groundwork for future seasonal performance marketing efforts, proving that trust, authenticity, and urgency can drive exceptional e-commerce results.
START PROJECT
with us
