How Jarir increased Snapchat ROAS

by 74%

Retail Reinvented: Jarir’s Winning Formula with Meta & Snapchat

Jarir Bookstore is a beacon of innovation and excellence in the Middle East retail sector. Founded in 1974 in Riyadh as a modest bookshop, Jarir has grown exponentially over the decades. Jarir now operates extensively in Saudi Arabia and across other GCC countries. 

Jarir's prominence is reflected in its accolades, including being ranked as one of Forbes Middle East's "Top 100 Arab Family Business" ³ in the Arab world.

Jarir has collaborated with ROI Hunter to enhance their dynamic product ads on Meta since 2018. To scale the long-term success of the partnership on Meta, we decided to extend our collaboration to the newly integrated Snapchat platform, aiming to replicate and build on the success.

Dialling Up the DPA Strategy

Despite Jarir Bookstore's prominent market position, they faced challenges in scaling and enhancing their dynamic ads on Snapchat:

Their dynamic product ads (DPAs) had room for improvement. Jarir needed to improve the performance of their DPAs by focusing their budget on the right segment of products.

They desired to enhance the scalability and design of branded creatives for their Snapchat campaigns. The need to maintain brand consistency while improving ad performance and scalability became a pivotal objective for Jarir on Snapchat.

Testing Templates and Comparing Campaigns

In the past, ROI Hunter greatly improved Jarir’s dynamic ads on Meta by segmenting their products based on performance (e.g. creating a separate product set of top revenue products to focus on). With this in mind, ROI Hunter decided to replicate the strategy for Snapchat. ROI Hunter and Jarir identified their top 200 best-selling products (top 0.5% in terms of revenue across all traffic sources in the past 30 days), and focused the dynamic spend on these items.

Using a dynamic ad template editor, the team created a branded template for the bestseller product set ads. To evaluate the impact of the optimisations, they ran a three-cell split test:

1. The first campaign followed the usual approach, featuring all products without a template.

2. The second campaign focused on bestselling products, but without the custom template.

3. The third campaign highlighted the bestselling products with the custom template applied.

This test allowed them to compare the performance of each approach and measure the effectiveness of the optimisations.

Seeing Success through Product Segmentation 

After the 3-week test period, the results were clear and compelling. The optimisations led to a significant uplift in key performance metrics when compared to the BAU campaign.

Together, the campaigns reached a combined 74% ROAS uplift ⁴, along with a 45% lower cost per purchase⁵, when using ROI hunter dynamic ad creative templates. 

While the campaigns continue to run, Jarir plans to continue testing strategies, including new template variants and more highly focused bestsellers campaigns (e.g. segmenting for both high revenue and high ROAS on a specific channel). The results show how effective product segmentation is for Snapchat campaigns, as well as the value of optimised creatives.