Overview
This global gifting brand had a loyal customer base in Europe and North America, known for its minimalist packaging, witty card designs, and curated bundles for every occasion — from birthdays to breakups. After strong traction in Western markets, the brand wanted to enter the Gulf region, aiming to reach affluent, design-conscious buyers seeking meaningful, elegant gifts.
Their biggest strength — subtle humor and sleek aesthetic — didn’t automatically translate across borders. Sales were nearly flat after initial launch, and their ad spend was burning with minimal return. The team quickly realized that their current strategy, content, and product selection didn’t resonate with cultural or emotional nuances in the Gulf.
The Challenge
Entering a culturally rich and socially expressive region like the GCC required more than translation. While the logistics were in place (cross-border shipping, payment support via Mada and Apple Pay), conversion rates remained low.
Two major obstacles surfaced:
- Gift categories and tone felt “foreign” and emotionally disconnected
- Ads were too generic, failing to trigger the deep emotional buying behavior seen in Gulf shoppers
Despite solid branding and backend infrastructure, the store lacked local relevance.
Our Approach
1. Cultural Product Mapping & Calendar Alignment
We started by mapping out emotional gifting moments specific to the region:
- Ramadan and Eid bundles
- Housewarming and engagement gifts (“mubarak” themes)
- “Thinking of you” gestures for long-distance families
Then we created a Gulf-specific content calendar, emphasizing local gifting seasons and key cultural milestones. This allowed us to shift marketing from product-first to occasion-first.
2. Arabic-Led Creative Strategy
We collaborated with local creatives to craft visuals and short-form videos showcasing:
- Arabic packaging unboxing
- Real gifting moments at homes, offices, and gatherings
- Cards featuring localized messages (e.g. “أنت النور” instead of “you light up my life”)
We also ran dynamic ads in local dialects — with a split between Gulf Arabic and Modern Standard — depending on platform and audience.
3. Data-Driven Targeting and Funnel Rebuild
Using GA4, Meta Events, and post-purchase surveys, we identified:
- Highest-converting gifting categories in KSA: wellness boxes, incense, and premium chocolate
- Best-performing regions by ROAS: Riyadh, Dubai, and Jeddah
- Drop-off rates highest during the “billing info” step due to unclear shipping timelines
Based on these findings, we:
- Built a custom landing experience for GCC visitors with localized UX and fulfillment details
- Introduced a WhatsApp concierge for gift planning questions
- Enabled in-country warehousing for faster delivery in UAE and KSA
4. Emotion-First Retargeting & CRM
We launched retargeting campaigns not around urgency — but around reminder of meaning:
- “Make someone’s morning sweeter”
- “Reconnect through something thoughtful”
Our Klaviyo flows were rebuilt to reflect emotion-first sequences, including:
- “Occasion coming up?” prompts
- Personalized recommendations based on previous browsing
Results
Within 60 days:
- Revenue from the Gulf region grew by 6.2x
- Blended ROAS increased from 1.4x → 3.6x
- Average order value (AOV) rose 28% due to bundled gifting
- Repeat purchase rate in UAE doubled by day 30
- WhatsApp concierge CTR exceeded 35%
The brand is now launching a full Arabic-language store and expanding warehousing into Kuwait.
Key Takeaway
When entering the Gulf market, selling gifts means selling emotion — but in the right cultural language.
Success wasn’t about more SKUs or deeper discounts — it came from deep relevance, data clarity, and honoring local context.