AS Abaya

Personalizing Product Discovery Ahead of Eid

AS Abaya is a Saudi fashion brand specializing in contemporary abayas designed for modern women. Ahead of Eid, a key shopping moment for fashion in Saudi Arabia, the brand wanted to drive stronger online performance while helping shoppers discover products most relevant to them.

To maximize the seasonal opportunity, AS Abaya launched its first Segment Dynamic Product Ads (DPA) campaign on Snapchat, testing personalized product recommendations alongside its existing business-as-usual campaigns.

Delivering More Relevant Shopping Experiences with Segment DPA

AS Abaya activated Segment DPA to dynamically showcase relevant products to shoppers based on audience signals and product catalog data.

By introducing greater personalization into its campaign strategy, AS Abaya was able to connect shoppers with products tailored to their interests while efficiently driving them toward purchase.

Running alongside the brand’s BAU campaigns provided a clear performance comparison. Segment DPA outperformed concurrent BAU activity across ROAS, cost per purchase, and click-through rate, demonstrating the impact of personalized product advertising during a high-intent shopping period.

Turning a Successful Test into an Always-On Strategy

AS Abaya’s first Segment DPA activation delivered stronger performance across every key metric compared with its concurrent BAU campaigns.

The campaign delivered:

• 45% higher ROAS

• 28% lower CPP

• 3X higher CTR

Following the strong Eid performance, Segment DPA became a core part of AS Abaya’s always-on media strategy, demonstrating how personalized product recommendations can improve both shopping engagement and conversion efficiency.