How Damas Jewellery increased their Snapchat ROAS by 124%

Damas began working with ROI Hunter in January, 2023, with a focus on increasing the return on ad spend (ROAS) of their dynamic Meta campaigns, and ensuring their ad spend went toward promoting the right products. By 2024, their Meta ROAS had increased by 120% due to ROI Hunter’s optimisations.

Damas’s strategic focus is on Saudi Arabia and the UAE, where Snapchat holds a strong presence; following this uplift of their Meta promotions, Damas wanted to replicate the success on Snapchat. The goal was to leverage the full potential of Snapchat using a comprehensive strategy of product segmentation and creative optimisation. 

They faced two main challenges:

DPA Segmentation:

While Snapchat is Damas’ third-largest platform for driving sales, they had primarily been using the channel for traffic generation and brand awareness, and had just begun exploring catalog campaigns.

There was a significant opportunity to enhance the efficiency of their dynamic product ads (DPAs) by focusing ad spend on better performing products through product segmentation, improving their Snapchat ROAS. 

Creative  Optimisation:

Damas is a luxury brand, and wanted minimalistic creatives that reflected that positioning. Snapchat’s native templating tools didn’t offer the flexibility Damas needed to get the precise look they were after.

The primary KPIs for Damas are ROAS, number of sales, and average sale price (ASP). These metrics were essential for assessing the effectiveness of any Snapchat campaign improvements.

ROI Hunter began by creating a segment within Damas’ product catalog of the Bestselling products. 

Next, ROI Hunter worked with Damas to optimize their creative templates in line with how they wanted to portray their products:

To test these optimizations, ROI Hunter conducted two experiments simultaneously in Damas’ key markets - Saudi Arabia and the UAE. 

Each experiment ran a three pronged split-test on their campaign: 

• A business-as-usual (BAU) ad set (All products promoted)
• The Bestsellers ad set
• The Bestsellers ad set using the new creative templates

The tests were run throughout June of 2024, with the same budget allocated for each test group. The performance was evaluated using data from Snap Ads Manager, focusing ROAS, number of sales, and cost per purchase.

The results were clear and impressive. In both Saudi Arabia and the UAE, the Bestseller ad sets with templates drove the highest revenue and the most purchases, underscoring the effectiveness of combining top-performing products with enhanced creatives. 

Top Segment UAE - Templated Bestsellers

Compared to BAU Segment:

• +124% ROAS
• +94% average sale price
• +8% total sales

Top Segment Saudi Arabia - Templated Bestsellers

Compared to BAU Segment:

• +106% ROAS
• +82% average sale price
• +4% total sales

Overall, the strong results from both the test markets confirmed that focusing on segmented product sets and applying creative templates significantly boosts ad performance, resulting in higher ROAS and more purchases.