Case studies / Snacks Roastery
Snacks Roastery · Nuts & dried fruit · Egypt · Feb – Oct 2024
How Snacks Roastery grew total sales 400% after rebuilding its store and funnel
Strong product, slow mobile store, inconsistent ROAS. We rebuilt the Shopify storefront, fixed tracking, and ran product-segmented full-funnel campaigns on Meta and TikTok.
Engagement closed Oct 2024 · figures as reported at the time
+400%Total salesFeb–Oct 2024 vs the period before the relaunch
+67%Conversion rateAfter the Shopify relaunch
+240%ROASMeta-reported improvement over the pre-engagement level
The case in 30 seconds
The challenge
Slow mobile site, checkout friction on bundles, tracking gaps and static-only creative made ROAS swing month to month.
What we changed
Rebuild the store on Shopify, fix Pixel/CAPI and TikTok tracking, then run product-segmented full-funnel campaigns with weekly creative rotation.
The result
Conversion rate +67%, CPA −35%, total sales +400% with scalable ROAS.
Our diagnosis
The ads were fine. The store was leaking.
We audited the full path from click to checkout before scaling spend.
- Product-market fitPremium quality, giftable packaging, active audience
- Slow, mobile-unfriendly storeFriction on bundled, high-AOV products
- Tracking gapsUnsegmented remarketing, unreliable events
- Static-only creativeAudience fatigue on Meta
- Seasonal CPM pressureRamadan and Black Friday required stronger offers
The opportunity
New Shopify storefrontCAPI + TikTok trackingProduct-segmented funnelsWeekly creative rotation
→Scalable, consistent ROASBefore → After
What actually changed
BeforeAfter
BeforeSlow legacy store
AfterNew Shopify storefront built for mobile and checkout
BeforeUnreliable events
AfterMeta Pixel + CAPI, TikTok Pixel, GA4 with UTMs
BeforeStatic creative only
AfterWeekly rotation of static, UGC and bundle video
BeforeOne campaign for the whole catalogue
AfterGift boxes, premium mixes and value packs, each with its own funnel
BeforeSpend by feel
AfterScaling by lowest CPA per funnel event
Growth strategy
One growth system. Four connected levers.
01 — Media
TikTok TopView and Meta interests up top; DPA retargeting in the middle; purchase-intent audiences with urgency at the bottom.
TOF TikTok + Meta→MOF DPA retargeting→BOF intent + urgency
Budget scaled by lowest CPA per event; high-margin SKUs prioritised.
02 — Creative
Weekly rotation of static, UGC and bundle video with seasonal messaging.
Best performers scaled through lookalikes and CBO.
03 — Product
Gift boxes, premium mixes and value packs ran as separate funnels.
Tailored copy, visuals and offers per category.
04 — Measurement
Store rebuilt on Shopify; events verified before scaling.
Conversion rate and CPA judged the relaunch, not clicks.
Creative strategy
The creative system
The pieces that did the work, not the whole gallery.
- Format
- Bundle video · MOF
Why it workedReady-to-ship gifting bundles answered the demand data showed was growing around Ramadan and holidays.
- Format
- UGC snack video · TOF
Why it workedReal people opening and eating the product: scroll-stopping on TikTok, then reused on Meta.
- Format
- Dynamic product ad · BOF
Why it workedCart abandoners saw the exact mix they left, with free-shipping urgency during peak season.
What we learned
01
The store is part of the media plan.
Rebuilding the storefront lifted conversion 67% and cut CPA 35% before a single extra pound went into ads.
02
Segment by what people buy, not by who they are.
Gift boxes and value packs needed different offers, creative and bids. One funnel would have averaged them into mediocrity.
03
TikTok found the audiences Meta then converted.
Discovery on TikTok fed DPA retargeting on Meta; neither platform alone produced the +400%.
Proof
Documented in the tools
Business impact
The business impact
As reported at the close of the engagement.
+400%Total salesMeta + TikTok + Shopify
+67%Conversion rateafter relaunch
−35%CPAafter relaunch
70K+Followers gainedMeta + 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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