Muscat Livestock, the first online butchers in Oman, was launched in mid-2020 just before Oman went into lockdown. We worked closely with the team at Muscat Livestock ahead of their eCommerce launch in order to develop a set of base objectives that would launch their online business and give us a benchmark to aim for with the hope of immediately establishing them as a force within the industry. We set out to hit a lofty sales target of 1000 transactions over the 2 month launch period and to establish a conversion rate of at least 2%. To hit these targets and to establish the client as a brand at the forefront of a rapidly changing market, we needed to create an innovative multi-channel approach.
Our strategy for MLS was based around carefully considered paid advertisements in both English and Arabic, utilizing an intense content & influencer strategy and industry-leading SEO methods. We wanted to focus on generating brand awareness while also creating a brand voice. In order to do this, we focused on using a paid social media campaign, paid search, SEO, Arabic-led content marketing, and collaboration with strategically-chosen partners and industry figureheads. We also realized that it was essential to prioritize customer trust, so it was therefore essential to appropriately tailor all of our strategies and cement MLS as a trustworthy brand.
HIT THE ARABIC MARKET SEGMENT…
Our Arabic expertise is second to none at Tidal and we got our Arabic gurus to optimize all adverts, site elements, and messaging in Arabic. We ensured all banners were bi-lingual or Arabic only when being displayed to Arabic users and we secured a game-changing partnership with a local Arabic celebrity as a brand ambassador.
COLLABORATE TO DOMINATE…
We leveraged MLS’ industry reputation to reach out to local highly acclaimed chefs to help push the brand & give us unique content. We also embarked on a mission to bring on board someone who could offer a discount proposition & we managed to secure none other than Visa!
TEST & LEARN
We know that performance marketing isn’t an exact science. We carried out iterative testing of adverts across various paid channels. Via this iterative approach, we continually test and learn in order to understand what drives optimum performance.
COVID FRIENDLY MESSAGING…
To instill customer confidence it was important that we adapted our messaging across all channels to give the customers reassurance that their safety comes first and MLS is a brand you can trust throughout these unprecedented times
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