Case Background
During Ramadan, there are numerous outings, social gatherings, and other activities, which lead to a huge surge in demand for fashionable apparel among Middle Eastern consumers. Ounass hopes to leverage the shopping frenzy before Eid to directly boost its own GMV. Therefore, during Ramadan, Ounass launched the "Wonder Week" shopping week (the week before Eid) as a unique shopping celebration owned by the brand during the festive season. In addition to creating a festival, Ounass also chose to collaborate with Tuke for Business, aiming to achieve more GMV during "Wonder Week" and stimulate and amplify consumer enthusiasm as much as possible through this "festival within a festival" approach.
Solution
To avoid a rapid decline in sales after the initial shopping peak, Ounass divided "Wonder Week" into two parts, allowing the brand to combine customer acquisition and activation. While continuously attracting and driving new consumer acquisition, the brand also targeted its existing consumers.
By organically combining various cross-funnel ad formats such as TopView, Top Feed, Spark ads, and VSA, Ounass conducted matrix-style advertising on Tuke, tightly capturing creative content that met the broad fashion needs of the public during Ramadan. Ultimately, this enabled the brand to successfully drive an increase in GMV and purchase volume.
Marketing Results
Through its collaboration with Tuke for Business, Ounass successfully created the native "Wonder Week" shopping week during Ramadan, achieving the marketing effect of "creating a festival within a festival." During the campaign, Ounass's GMV increased by 103%, purchase volume grew by 99%, and the cost per purchase conversion decreased by 10%, making it an excellent example of a successful major promotional event.
