A fragrance is bought by experience. Discovering it starts on a screen.
Randa Perfumes is a luxury fragrance store offering long-lasting body and hair fragrances for men and women. This engagement strengthens the brand's digital presence through an integrated approach covering website auditing, search engine optimisation, social media management, media planning and performance-driven digital campaigns — building a connected digital ecosystem that holds the brand's premium positioning while lifting visibility, qualified traffic and conversion.
Engagement at a glance
Luxury fragrance sells on desire. Desire is built long before the visit.
The buyer searches, compares, reads and watches before ever walking into the store or pressing buy. What follows is the difference between leaving that journey to chance and running it deliberately.
If the digital presence stays as it is
- Someone searching for a long-lasting body or hair fragrance finds competitors first — and the organic visit goes to them.
- Technical issues on the website — speed, indexing, crawling — cap visibility no matter how good the product is.
- Publishing moves without a calendar or a consistent visual identity, so brand recall stays weak.
- Ads run without a defined funnel, asking for a sale from an audience that has never heard of the brand.
- There is no single read on performance, so decisions are made on impression rather than data.
What this engagement puts in place
- A 20-point technical audit that turns the website from a bottleneck into an asset earning sustainable traffic.
- Ongoing monthly SEO — on-page optimisation, backlinking and keyword tracking.
- 21 creative assets a month on the Randa identity, with captions written natively in Arabic and English.
- Two campaigns a month running a three-stage funnel: awareness, then retargeting, then conversion.
- A live dashboard and a monthly report that show what worked and why.
Four objectives that drive every decision in this engagement.
Improve online visibility
Stronger presence in search results and on the platforms where fragrance buyers actually discover.
Enhance the customer journey
A clear path from discovery to interest to purchase, with no break between channels.
Build meaningful engagement
An engaged community around the brand, not a static follower count.
Increase qualified traffic & conversion
Purchase-intent traffic that converts — while holding the premium positioning.
Five audiences — each looking for something different.
Riyadh first, as set out in the scope of work. Each segment carries a different message, platform and content format.
Know their notes, longevity and sillage — they want detail before they buy.
Buy around occasions and Eid — they need clear presentation and fast trust in the brand.
A specialist segment searching specifically for hair fragrance — an under-served search opportunity.
The primary geographic audience for the paid campaigns, as defined in the scope of work.
TikTok, Snapchat and Reels users — they discover the brand through video, not search.
The highest repeat-purchase potential — reached through retargeting and community management.
Five sections — from the opportunity to the media plan.
What is delivered, and at what cadence.
A quick read — the full detail lives in the Social, Search and Commercial tabs.
Fees and payment terms are set out in full in the Commercial tab.
Full commercialThree distinct, actionable stages.
We do not run one campaign that tries to do everything. Each stage carries a different platform objective, a different audience and a different measure of success.
reach, video views & link clicks
those who viewed or engaged with awareness ads
conversion ads & direct booking
Why the sequence matters
An ad that asks for a purchase from an audience that has never heard of the brand pays for introduction and conversion at the same time. Separating the stages lets the awareness layer carry the cost of introduction, so the conversion layer reaches an audience that already knows Randa — which is where cost per order falls. It is also the direct reason for running two campaigns a month rather than one: one builds the audience, the other harvests it.
An always-on social engine — not a campaign that ends.
A fixed, predictable monthly commitment: content strategy, production, publishing, community management and measurement. This is what ships every month without exception, under a dedicated account manager handling day-to-day operations.
Nine components — none of which drop in a busy month.
Content strategy
A monthly content calendar aligned with the Randa Perfumes identity, setting out what will be published and when to keep communication consistent across platforms.
Static creatives
12 custom-designed posts a month that follow the Randa brand identity and deliver a clear, visually appealing message.
Animated creatives
5 motion-based visuals a month designed to boost engagement through dynamic storytelling.
Short reels
4 short, high-impact videos a month, created to capture attention and increase visibility across platforms.
Caption writing & hashtags
Concise, relevant captions for each post, including strategic Arabic hashtags to improve reach and visibility.
Posting & scheduling
Publishing content across the selected platforms in line with the approved content calendar.
Community management
Daily interaction including replies to comments, messages and DMs, with oversight by a dedicated account manager handling day-to-day operations.
Monthly performance reporting
A comprehensive monthly report (PDF/slides) covering key metrics, hashtag effectiveness, audience engagement, follower growth and strategic recommendations.
Live dashboard
A real-time dashboard providing automated updates on content performance and insights.
Platforms managed: all platforms, as stated in the scope of work.
Each platform has a job — not one post copied everywhere.
| Platform | Role in this engagement | Primary format |
|---|---|---|
| Showcase brand aesthetics, attract customers and boost engagement — the primary platform for a luxury fragrance. | Static · animated · reels | |
| TikTok | Reach a broader audience in a fun, creative way and increase brand awareness. | Short-form video |
| Snapchat | Create instant engagement with a younger audience and maintain real-time brand presence. | Video · static |
| Meta Ads | The paid distribution layer across Instagram and Facebook — awareness, retargeting and conversion. | Static · video · carousel |
| X | Share updates and engage with real-time conversations and trending topics. | Static · video |
| Build corporate credibility and partnerships — a secondary channel in this engagement. | Static · video · carousel |
Recommended platforms for the paid campaigns per the scope of work: Instagram, TikTok, Snapchat and Meta Ads — up to 3 platforms per campaign.
Two campaigns every month — awareness, engagement and conversion.
The campaign details as set out in the scope of work. Campaign management covers build, targeting, retargeting, daily monitoring and continuous optimisation against the objectives.
Campaign details
- Campaign duration: ongoing / monthly.
- Campaign types: awareness, engagement and conversion (bookings).
- Number of campaigns: 2 campaigns per month.
- Audience location: Riyadh — KSA.
- Number of platforms: up to 3.
- Ad copy languages: Arabic & English.
- Landing page: provided by the client, or direct booking links.
How the campaign is run
- Define goals and target audience — age, gender, location, interests and behaviour, then fix the campaign objective.
- Choose the right platform for each objective and segment, rather than spreading budget across everything.
- Ad copy and creative — a combination of impactful copy and engaging creative, in Arabic and English.
- Ad format — single image, carousel or video, depending on stage and platform.
- Budget setup — a daily or lifetime budget set and managed inside Randa's own ad account.
- Launch, then monitor and optimise — continual monitoring against goals, with tweaks to creative, copy, ad type and content direction.
Eight steps, organised into three stages.
We do not start by publishing. First we understand, then we build, then we run and improve. Each stage has a clear output and a defined timing — and no stage starts before the one before it closes.
Immersion session
Gathering information and insight from key people at Randa to understand the business and objectives before the strategy is built.
Competitor analysis
Identifying fragrance competitors on social and analysing their strengths and weaknesses, to surface quick wins and longer-term opportunities.
Persona profiling
Building profiles for current and potential customers, on which the platform, content and advertising strategy is based.
Tone of voice
A clear, consistent brand voice whose specifics shift by platform and situation while the corporate tone stays the same.
Social media audit
An audit of the existing accounts, fixing the baselines against which later performance is measured.
Content strategy
Turning all of the above into content pillars and an executable monthly calendar.
Measure & analyse
Measuring KPIs against objectives and against competitors, through the live dashboard and the monthly report.
Continuously refine
Feeding each month's results into the next month's calendar — no repeating what did not work.
A live dashboard, not just a report at month end.
Secure, dedicated access for the Randa team with continuously refreshed KPIs — alongside the comprehensive monthly report.
Dashboard features
- Secure live access — a dedicated login for the Randa team to view the dashboards anytime, anywhere.
- Export & snapshots — the ability to export daily PDF snapshots and full reports.
- User-friendly design — an intuitive interface with clear visuals for both technical and non-technical users.
- Customisable modules — KPIs, layouts and reports adjusted as objectives evolve.
- AI-powered insights — predictive analytics, automatic detection of emerging topics and early alerts.
Metrics tracked
- Reach and engagement per platform, not as one aggregated number.
- Sentiment analysis — how the audience talks about the brand, not just how often.
- Hashtag effectiveness and follower growth month over month.
- Campaign performance — cost per result, click-through rate and conversions.
- Trending-topic alerts to catch opportunities or handle any issue early.
Organic traffic is an asset you own. Paid traffic is rent you pay every month.
Search plays an integral role in the discovery and conversion journey. When Randa is visible at the moment a customer searches for a long-lasting body or hair fragrance, the traffic is cheaper and far more sustainable than paid advertising, which buys a costly one-time visitor.
Randa appearing when its category is searched
purchase-intent visits with no cost per click
sustainable conversion that does not stop when budget stops
What actually decides the ranking
Two points, no more: the technical quality of the website, and the quality and volume of the content within it. If Randa outperforms its competitors on those two, it outranks them — and that is precisely what the technical audit targets first, and the ongoing monthly work sustains.
The technical audit — a 20-point checklist.
A full website technical audit using MAZ NEXA's website performance checklist. The audit assesses site health, technical compliance, performance issues and optimisation gaps, and is delivered as a detailed report with clear, actionable recommendations for Randa's technical team — with our experts supporting them through implementation.
What the audit delivers
A full technical audit report, a prioritised list of recommendations Randa's technical team can implement directly, and an implementation roadmap. If Randa would prefer our team to make the required changes to the website itself, we provide a separate estimate for that once the audit is complete.
Ongoing technical SEO — nine months of continuous work.
The audit opens the door; the monthly work is what walks through it. Optimisation is provided on a monthly basis to continuously improve search performance and maintain the site's technical health.
On-page SEO for new content
Optimising every new piece of content published on the site — titles, descriptions, structure and keyword usage.
Review of existing content
Reviewing the site's existing pages and issuing optimisation recommendations to lift their rankings and visibility.
Technical monitoring
Continuous technical monitoring and issue identification as problems appear, rather than months later.
Backlinking activity
Backlink activity supporting content distribution and authority building — local and international portals and outreach.
Keyword tracking
Tracking the ranking of target keywords and monitoring performance month over month.
Content & search optimisation
Recommendations for content structure and keyword usage, including guidance for blog content and search-friendly page structure.
A monthly report that measures value, not just position.
What the monthly SEO report contains
- Search visibility and keyword performance — where rankings improved and where they did not.
- Organic traffic insights — volume, source and on-site behaviour.
- Competitor comparison — Randa's position against fragrance-category competitors.
- Tracking of earned organic traffic value — what that traffic would have cost if it had been bought.
- Clear insights and recommendations for the next month's priorities.
SEO deliverables summary
- Technical SEO audit and implementation roadmap.
- Ongoing monthly technical SEO optimisation.
- On-page SEO recommendations for new content.
- Keyword tracking and search performance monitoring.
- Backlinking support.
- Monthly SEO performance reporting.
Four phases on which every channel in this engagement is built.
A four-to-six week strategy development process followed by implementation. It is built in parallel with publishing beginning — we do not wait for it to be finished to start. Each phase has a defined output that is delivered before the next one begins.
The MAZ NEXA strategy development method
The same method we apply across 300+ active clients and five global locations — adapted here to the luxury fragrance category in the Saudi market.
Immersion & intelligence
Sessions with key stakeholders: current versus ideal customer profile, the digital competitive set, the offering, messaging, tonality, story, KPIs and tools.
Output: input summaryAuditing & benchmarking
An audit of all digital assets — website, social, performance and content — and content delivery against the marketing and sales funnel.
Output: fixed baselinesStrategic plan & presentation
A practical build of the digital strategy, phased against deliverables, omnichannel, and matched to agreed objectives and KPIs.
Output: strategy documentRollout
Execution of the plan with monthly and quarterly targets, and real-time monitoring, insight and optimisation through the live dashboard.
Output: monthly targetsThe channels do not work separately — and are not measured separately.
Without an integrated approach, revenue opportunities leak between channels: organic traffic landing on an unoptimised page, or an ad targeting an audience no content was built for. The connection is the point.
Search feeds content
The keywords the fragrance audience actually searches decide the content topics on the website and on social.
Content feeds campaigns
The organically best-performing post is the strongest candidate for a paid creative — we do not start from a blank page.
Campaigns feed search
Paid awareness lifts branded search — one of the highest purchase-intent signals there is.
Turn Randa from a well-made product on a passive storefront into a measurable, always-on acquisition and repeat-purchase engine.
Across TikTok, Snapchat, Meta and Google Search. What follows is the full audit of the store, the tracking stack and the buying experience; then where the opportunity is; then how we get there — positioning, creative, channel architecture, media split and a 90-day roadmap with the KPIs attached to each.
The challenge
Randa sells a premium fragrance through a store carrying three SKUs, a sitemap that resolves to zero URLs, and not one advertising pixel. The brand is, today, structurally un-advertisable.
The objective
A measurable, always-on acquisition and repeat-purchase engine across TikTok, Snapchat, Meta and Google Search — not impressions, but revenue, cost per acquisition and repeat rate.
The opportunity
The direct Saudi competitive set is equally unarmed. The first brand in this category to instrument properly, name its scents and merchandise them buys the cheapest customers it will ever get.
This audit and this strategy are provided to you free of charge
The audit, the strategy and the media plan on this page were prepared at MAZ NEXA’s own cost and are offered to Randa free of charge, with nothing to pay. They sit outside the fees quoted in the Commercial tab, nothing here is invoiced, and they carry no obligation to proceed. We prepared them because a proposal written without looking at the actual store remains guesswork — and we would rather bring you what we genuinely found.
The gap is not brand. The gap is machinery.
Randa has the hard part right — a genuinely premium product, honest and specific claims (long lasting, refined projection, safe for sensitive skin), clean packaging and well-written Arabic product copy. What sits underneath it is a storefront that cannot be advertised to, cannot be found, and does not close.
Nothing is instrumented
- No Meta, TikTok, Snapchat or Google Ads conversion tag.
- Every riyal spent on the three platforms Saudi beauty lives on would run blind — no retargeting, no lookalikes, no optimisation to purchase.
The catalogue cannot carry a business
- Three SKUs, two sharing the identical title, one labelled only “Perfumes”.
- No scent names, no price ladder, no cross-sell, no replenishment cycle.
The store is invisible to search
- Every URL slug is an empty hyphen, and the sitemap points off-domain and returns HTML.
- The product carries three conflicting canonical forms.
The page does not sell
- No trust strip, no review counts, no size or variant choice.
- The add-to-cart control is physically obscured by the WhatsApp widget at the exact moment of intent.
A $2.4B Saudi fragrance market — and online is growing faster than the category itself.
Sources: IMARC / Renub, KSA Perfume Market · Campaign Middle East, MENA 2026 · Expert Market Research, KSA e-commerce · Keepface, KSA Beauty Influencers 2026.
Body & hair mist — why this format, why now.
Frequency is what builds the business
- A daily-wear format in a special-occasion category. Saudi fragrance is dominated by high-ticket oud and oriental concentrates bought a few times a year. An all-over body and hair spray at SAR 139 is bought monthly — the format itself changes the purchase frequency.
- Layering is native behaviour here. Body mist is not a substitute for a signature scent — it is worn under and around it, which makes it additive to a wardrobe rather than competitive with it.
- Hair fragrance carries a specific permission. A product formulated for hair as well as skin answers a real objection — alcohol on hair — that most mists do not address. Randa already makes this claim.
Replenishment is the whole economic model
- A 100 ml daily-use spray runs out. Nothing in the current store is built to be there when it does.
- Sensitive-skin formulation is an under-used argument. Randa states it and never merchandises it.
- The global hair and body mist market grows from $6.9B in 2025 to $10.9B by 2033.
- BNPL has become a default, not a fallback. Tamara and instalment framing lift conversion on baskets well under SAR 500. Randa already has this live and does not use it in messaging.
What is genuinely working — before anything else.
A Riyadh-based luxury body and hair fragrance brand selling direct through webranda.com on Salla, in Arabic, to men and women. The brand is not the problem in this audit — everything downstream of it is.
Product & packaging — restrained design and a genuinely premium studio packshot. The hardest thing to buy, already owned.
Arabic metadata — homepage and category titles are keyword-relevant and human, not machine-spun.
Product copy — a real fragrance pyramid, honest specifications, a clear benefit argument.
Payment solved — Tamara BNPL and Apple Pay already live.
An ownable benefit triad — long lasting, refined projection, safe for sensitive skin.
Packaging competitive with any brand in the set — but the site presentation is not, which makes a strong product read as a weaker brand.
Five defects to fix before any media is bought.
Ranked by revenue impact. P0 means it stops a campaign from working at all; P1 means it caps the result.
| Defect | Where | What it costs | The fix | Priority |
|---|---|---|---|---|
| Two products share the identical title; scents never named | Home, category | Shopper cannot tell one from the other, so chooses neither — choice-paralysis bounce | Name and describe every scent; write the olfactive story onto the card | P0 |
| Buy box buried; cart bar collides with WhatsApp widget | PDP, mobile + desktop | The primary conversion control is obstructed at the moment of intent | Sticky buy box from first scroll; reposition the support widget | P0 |
| No trust strip — no delivery, returns, authenticity or review count | Site-wide | Fragrance online is a trust purchase; nothing discharges the risk | Persistent trust row above the fold; surface review counts | P0 |
| Description duplicated Arabic + English, English bidi broken | PDP | Reads as broken to both audiences; doubles scroll before the buy box | A language toggle, not duplication; fix RTL/LTR punctuation handling | P1 |
| No variant choice, no cross-sell, no free-shipping threshold | PDP, cart | Caps AOV at a single unit and forfeits the strongest basket lever in KSA | Scent picker on the bundle, related-product rail, shipping-threshold bar | P1 |
What the visual design and the journey structure are costing.
Photography, hierarchy & art direction
- The hero is a flat image. Headline, offer, price and benefit icons are baked pixels — no HTML text, no button, nothing to click.
- Around 700px of banner before anything buyable, and three near-identical banners repeating the same message.
- Photography occupies a tenth of its own card. Oversized lilac ovals dominate; the product becomes a detail inside decoration.
- Two incompatible visual languages on one page — clean studio packshots beside circular fruit and flower collages.
- Lilac on lilac — card text and pricing fall below comfortable contrast. Prices render in Eastern Arabic numerals while banners use Western on the same screen.
- Star ratings with no review count, which reads as decoration rather than proof; payment marks baked into hero artwork a few pixels tall.
Where the journey breaks down
- One category holds the entire catalogue — no browse by scent family, gender, occasion or intensity, so there is no path for a shopper who does not already know what they want.
- No search affordance in the mobile header, on a store whose product names are the only way to tell two identical-looking items apart.
- The blog exists but is not merchandised — no product links out of content, no content links into product. Two assets that never meet.
- No account or loyalty proposition and no reorder path, in a category whose entire economics depend on a 100 ml bottle running out and being replaced.
Outcome
Closing these four gaps converts the store from a single-page catalogue into a browsable, searchable, repeat-purchase destination — and creates the landing surfaces paid traffic needs in order to convert at all.
Five hypotheses — and how each one is validated.
The conversion rate optimisation programme for the first two quarters. Each hypothesis carries a mechanism, an expected impact and a validation method defined in advance — we do not declare a win without a test.
| Hypothesis | Mechanism | Expected impact | Validation method |
|---|---|---|---|
| H1: Naming the scents lifts product page conversion | Give each SKU a real name, olfactive story and gender cue instead of two identical titles | Removes the choice-paralysis bounce between the two SAR 139 products | A/B test on category and PDP; measure add-to-cart rate per SKU |
| H2: A persistent trust strip lifts add-to-cart | Delivery promise, returns window, authenticity and review count fixed above the fold | Discharges the risk that stalls first-time fragrance buyers | Split test with and without the strip; measure ATC and bounce |
| H3: An unobstructed sticky buy box lifts checkout starts | Sticky ATC from first scroll; relocate the WhatsApp widget away from the control | Recovers intent currently lost to an obscured button | Event tracking on begin_checkout; Hotjar rage-click comparison |
| H4: A scent picker on the bundle lifts AOV | Let the shopper choose the three scents rather than receive an assortment | Converts the bundle from a discount into a personalisation | Cohort comparison of AOV and bundle share of revenue |
| H5: A free-shipping threshold lifts basket size | Publish a threshold above current AOV with a live progress bar in cart | The most reliable basket lever in Saudi e-commerce | Pre/post AOV analysis with threshold sensitivity testing |
The pixel map — who can actually advertise.
The decisive difference in this category today is not budget or catalogue — it is who has a measurement layer that permits retargeting and optimisation to purchase.
What this map says
Only one brand in the direct set can retarget the people it reaches. The rest — Randa among them — buy a one-time visit every time. That is the window: the first brand to instrument properly gains an advantage that has nothing to do with how much it spends.
The open lane: nobody leads on longevity or sensitive-skin formulation.
- Dkhoon leads on oud heritage and gifting occasions with a wide, deep catalogue.
- Campion builds around botanical and self-care framing with multi-scent sets.
- Laverne sells a lifestyle-first identity across categories, fragrance among them.
- None of them lead on longevity or sensitive-skin formulation — the two arguments Randa already owns and does not use.
- Communication is predominantly product- and price-led across the direct set; occasion and seasonality do most of the emotional work, with Eid and Ramadan carrying the calendar.
- Almost no education — barely anyone explains layering, projection or how to make a scent last. An open lane in a category where the shopper cannot smell before buying.
- TikTok and Snapchat carry discovery; Instagram carries the brand archive.
- Creator content, not brand content, drives the category — and 74% of Saudi consumers act on it.
- Review volume functions as the trust proxy in the absence of sampling.
- WhatsApp is the default service and reorder channel across the set.
- Randa's packaging design is competitive with any of them — but its site presentation is not, which makes a strong product read as a weaker brand.
Where Randa stands — candidly.
Strengths
- A sharp, defensible proposition: long lasting, refined projection, safe for sensitive skin.
- Product and packaging design already at category-leading standard.
- Daily-wear price at SAR 139 against high-ticket concentrates.
Weaknesses
- Three SKUs, two sharing an identical title, none named.
- No advertising pixel on any platform — cannot buy a customer.
- Sitemap resolves to zero URLs; every slug an empty hyphen.
- No review volume and no reorder path.
Opportunities
- A $2.4B Saudi fragrance market growing to $4.34B by 2035.
- 74% of Saudi consumers act on creator recommendation.
- The direct competitive set has not built retargeting either.
Threats
- Dkhoon already runs the full Meta, TikTok and Snapchat stack and can retarget today.
- Lattafa and Ard Al Zaafaran own share of search for Arabian fragrance.
- Noon and marketplace retail own the category head terms and undercut on price.
Strategic opportunity
Randa does not need to out-spend Dkhoon or out-range Laverne. It needs to name three scents, instrument four platforms and build creator proof — then be the first brand in the Saudi body mist set that can actually retarget the people it reaches. That is a one-quarter programme, not a one-year one.
Three personas — each with a different message, platform and objection.
The message changes with what the shopper already knows.
Each stage gets its own creative, its own channel and its own success metric.
| Awareness stage | The message that works | Where it runs |
|---|---|---|
| Unawaredoes not think about body mist | The insight: your fragrance disappears by noon because you are wearing it in one place, not three | TikTok, Snapchat — creator-led vertical video |
| Problem awarescent fades too fast | Problem-solution, direct: an all-over spray built for skin and hair that lasts the working day | TikTok, Snapchat, Meta Reels |
| Solution awareknows body mists exist | Why Randa specifically: named scents, sensitive-skin formulation, refined projection, SAR 139 | Meta, Instagram, Google Search — brand and category terms |
| Product awarehas seen Randa, not bought | Proof and reassurance: review volume, creator coverage, delivery promise, Tamara instalments | Retargeting across Meta, TikTok, Snap; Google Search brand |
| Most awarehas bought once | Replenishment and range: a reorder prompt timed to the bottle running out, plus the gifting bundle | WhatsApp, email, CRM retargeting |
| Advocatebought more than once | Referral and gifting: give the scent that people keep asking you about | CRM, creator seeding, WhatsApp broadcast |
Four pillars the whole programme stands on.
Name the scent
A fragrance nobody can name is one nobody can ask for. Give every SKU a name, a story and a gender cue — then make those names the assets we buy attention against.
Instrument everything
Install Meta, TikTok, Snapchat and Google Ads tracking and validate the event set, so every riyal is attributable and every audience reusable.
Prove it lasts
Longevity and projection are the brand's own claims. Build the creative, reviews and demonstrations that make them credible rather than asserted.
Build the repeat
A 100 ml daily-use spray runs out. Turn that into a business: reorder timing, replenishment offers and gifting bundles.
From reach to repeat — the full funnel model for Randa.
Named scents
Turn three unnamed SKUs into three findable, requestable, buyable brand assets.
Creator proof
Buy credibility where 74% of Saudi purchase decisions are actually influenced.
Full instrumentation
Four platforms tracked, one tag layer, every audience reusable.
Frictionless buy box
Trust strip, unobstructed cart, variant choice, shipping threshold.
measured reach on TikTok & Snapchat against a defined Saudi audience
higher add-to-cart and checkout completion on the same traffic
bundle and threshold mechanics lifting average order value
replenishment and gifting turning one purchase into a customer
The core narrative.
Every fragrance promises a first impression. Almost none survive the moment that actually matters — the eighth hour, the second meeting, the walk back to the car. Randa's product truth is that it is still there when the others have gone.
Why this idea. It is the brand's own claim, so it is defensible rather than invented. It is demonstrable on camera, which matters because scent cannot be shown. And it works for a woman building a daily signature and a man trading up from body spray alike.
What it looks like. Time-stamped creator content across a real day — same person, same scent, hours apart. Hair and skin as one surface. Restrained art direction that lets the packshot carry the frame.
What it never becomes. Generic luxury language, borrowed heritage, or claims the formulation cannot support.
Five hooks — every campaign runs one angle against multiple hooks, tested separately.
The shocking specific hook. Show the scent surviving a full working day.
The uncomfortable question. Names the problem before naming the product.
Pattern interrupt — skin, hair, and the air around you.
Price plus proof in one line. Removes the cost objection and the doubt together.
The contrast hook — the brand's two claims held in tension.
Format × audience × metric.
What we produce, who it is for, and how we judge it.
| Format | Audience & message | Primary KPI |
|---|---|---|
| Creator vertical video | Noura & Abdulaziz — the “hour eight” demo | Hook rate 30%+ |
| Founder / brand-led video | Solution aware — sensitive skin | Hold rate, CPC |
| Static packshot & price | Product aware — SAR 139, Tamara | CTR, cost per ATC |
| Carousel scent wardrobe | Reem — three scents, choosable | ATC rate, AOV |
| Review & proof reel | Product aware — proof at hesitation | CVR, ROAS |
Five phases — each with its own media role and its own KPIs.
We do not start by buying. The first phase carries no advertising spend at all, because buying before instrumenting is spending blind.
| Phase | Strategic focus | Key channels | Media role | Primary KPIs |
|---|---|---|---|---|
| Foundation | Tracking, sitemap, slugs, scent naming | No paid spend | Build before any media spend | Events validated · indexed URLs |
| Proof | Creator seeding and review volume | TikTok, Snapchat creators | Proof that replaces sampling | Reviews per SKU · hook rate |
| Acquisition | Prospecting on named scents | TikTok, Snapchat, Meta, Google | Acquisition at target CAC | CAC · ROAS · new customers |
| Conversion | Retarget the new pixel audiences | Meta, TikTok, Snap retargeting | Warm intent below cold cost | Conversion rate · AOV |
| Repeat | Replenishment, gifting, referral | WhatsApp, CRM, email | Build a repeat base | Repeat rate · LTV |
TikTok & Snapchat approach
Objective: own discovery on the two platforms where Saudi fragrance is actually chosen, and build the retargeting pools that do not exist today.
- Creator first, brand second. Seed named scents with Saudi beauty and lifestyle creators — 74% of purchase decisions here follow a recommendation, not an ad.
- Build every asset around the “hour eight” longevity demonstration: same person, same scent, hours apart, time-stamped on camera.
- Run Spark Ads and Snap Dynamic Ads off the best-performing organic creator content rather than producing brand films that have not been proven.
- Instrument first. Pixel, CAPI and product catalogue live before the first riyal, so every view builds an audience we can retarget.
Outcome: top-funnel reach against a defined Saudi audience, a measurable hook rate per creative, and — for the first time — retargeting pools that make every subsequent month cheaper than the last.
Meta & Google Search approach
Objective: capture the demand the discovery platforms create, and convert the warm audiences at materially lower cost than cold reach.
- Google Search on Arabic category and intent terms — body and hair mist, long-lasting body spray, gift sets — plus full brand-term defence once the scents are named.
- Meta Advantage+ catalogue retargeting against the audiences the new pixels build: viewers, add-to-carts and past purchasers.
- Rebuild the landing surfaces first. Paid search into a store with one category and empty URL slugs converts badly regardless of bid.
- Shopping and product feed via the Salla catalogue, with named scents, real SKUs and correct pricing markup.
Outcome: intent captured rather than created, brand terms defended against marketplace bidders, and a retargeting engine that lowers blended CAC every month it runs.
A three-month online media plan — SAR 90,090.
This is an advertising budget spent from Randa's own ad account. It is entirely separate from the MAZ NEXA fees in the Commercial tab and is not invoiced by MAZ NEXA. The figures below are planning estimates based on current platform rates, and are recalibrated monthly against actual performance.
| Budget % | Platform | Objective | Goal | Spend (SAR) | CPM | Impressions | Clicks | CPC | CTR |
|---|---|---|---|---|---|---|---|---|---|
| AwarenessSAR 15,030 · 17% of budget | |||||||||
| 6.2% | Awareness | Reach & awareness | 5,580 | 12 | 465,000 | 2,790 | 2 | 0.60% | |
| 4.7% | TikTok | Awareness | Reach & awareness | 4,320 | 18 | 240,000 | 1,440 | 3 | 0.60% |
| 3.3% | X | Awareness | Reach & awareness | 2,970 | 60 | 49,500 | 297 | 10 | 0.60% |
| 2.4% | Google & YouTube | Awareness | Search visibility | 2,160 | 25 | 86,400 | 432 | 5 | 0.50% |
| ConsiderationSAR 12,060 · 13% of budget | |||||||||
| 3.8% | Consideration | Engagement | 3,420 | 25 | 136,800 | 570 | 6 | 0.42% | |
| 2.9% | TikTok | Consideration | Video views | 2,610 | 22 | 118,636 | 522 | 5 | 0.44% |
| 2.9% | X | Consideration | Engagement | 2,610 | 80 | 32,625 | 186 | 14 | 0.57% |
| 3.8% | Google & YouTube | Consideration | Traffic | 3,420 | 60 | 57,000 | 285 | 12 | 0.50% |
| ConversionSAR 63,000 · 70% of budget | |||||||||
| 17% | Conversion | Sales | 15,300 | 200 | 76,500 | 850 | 18 | 1.11% | |
| 13.3% | TikTok | Conversion | Sales | 11,970 | 130 | 92,077 | 399 | 30 | 0.43% |
| 11.3% | X | Conversion | Sales | 10,170 | 130 | 78,231 | 339 | 30 | 0.43% |
| 28.4% | Google & YouTube | Conversion | Sales | 25,560 | 50 | 511,200 | 1,704 | 15 | 0.33% |
| 100% | Total | 90,090 | 68 | 1,943,969 | 9,814 | 9.18 | 0.50% | ||
The plan runs three months. The CPM, CPC and CTR figures above are planning assumptions based on platform rates in the Saudi market, not guaranteed outcomes — auction performance shifts with season, competition and creative quality. Budget is reallocated monthly toward whatever actually proves out.
Seventy per cent goes to conversion because the category is bought on proof, not on awareness alone. But that assumes the pixel is working — which is why the foundation phase carries no advertising spend at all.
What we are held to — not impressions.
Revenue, cost per acquisition, contribution margin and repeat rate — reported against a forecast we set in advance. Reporting is live, not monthly PDFs.
What the dashboard shows
- Revenue, CAC, ROAS, average order value and repeat rate — in one place.
- Secure, dedicated access for the Randa team, anytime and anywhere.
- A clear interface with simplified visuals for both technical and non-technical users.
- Customisable modules — KPIs and reports adjusted by phase and by evolving objectives.
The read-and-reallocate cycle
- A weekly read — what is working, and what gets switched off.
- A monthly reallocation of budget toward whatever proves out.
- A quarterly re-forecast against the numbers we set in advance.
- A fixed 90-day foundation phase, then an always-on cycle: build, test, read, reallocate.
The sequence is everything
The foundation phase deliberately carries no advertising spend. The pixel, the sitemap, the slugs and the scent names come before the first riyal — because spending before instrumenting buys visits that cannot be attributed, retargeted or learned from. This is not caution; it is what makes every subsequent month cheaper than the first.
Ten months — the audit first, then continuous work that does not break.
The Gantt below is indicative and is fixed in the immersion session. The principle does not change: the technical audit lands in month one because everything after it is built on the findings, and publishing does not wait for the strategy to be finished.
The term is derived from the SEO items as quoted in the commercial proposal: one audit + 9 months of ongoing optimisation. Social media and performance marketing is priced monthly and continues for the life of the engagement.
Exactly what lands, and when.
| When | Milestone | Deliverable | Owner |
|---|---|---|---|
| Week 1 | Immersion session | Session record & input summary | Joint |
| Weeks 1–3 | 20-point technical audit | Full audit report + prioritised recommendations + implementation roadmap | MAZ NEXA |
| Week 3 | Month-1 calendar | Approved calendar, publishing begins | MAZ NEXA |
| Week 4 | First two campaigns live | 2 campaigns across up to 3 platforms, targeted to Riyadh | MAZ NEXA |
| Weeks 4–6 | Strategy sign-off | Digital strategy document + KPI framework | Randa approval |
| From month 2 | Ongoing technical SEO begins | On-page optimisation + technical monitoring + backlinking + keyword tracking | MAZ NEXA |
| Monthly, from M1 | Content cycle | 21 assets + copy + publishing + community management | MAZ NEXA |
| Monthly, from M1 | Campaign cycle | 2 campaigns: awareness, engagement and conversion, with continuous optimisation | MAZ NEXA |
| Monthly, from M1 | Performance report | Monthly social report + live dashboard access | MAZ NEXA |
| Monthly, from M2 | SEO report | Visibility, organic traffic, competitor comparison and earned traffic value | MAZ NEXA |
| End of month 10 | Term review | Full performance review & next-phase plan | Joint |
The timeline above assumes these inputs.
We state them explicitly because delay in approvals and technical access is the single biggest cause of slippage — and in SEO specifically, a recommendation that is never implemented produces no result at all.
Inputs & access
- One nominated contact at Randa with authority to approve calendars, designs and campaigns.
- Administrator access to the existing social accounts and the ad account, so baselines can be fixed.
- Website access — CMS, Google Search Console and Google Analytics — which is a precondition for completing the technical audit.
- A technical contact for the website able to implement the audit recommendations — or instruct us to implement them under a separate estimate.
- Brand guidelines and visual assets — logo, colours, fonts and high-quality product photography.
- Approved product information — the range, notes, publishable prices and stock availability.
- A landing page or booking links for the conversion campaigns, and a funded ad account in Randa's name.
The approval rhythm
- The content calendar is sent a week before the month begins; approval is needed within 3 working days.
- Designs are sent in batches; the fee covers up to 2 rounds of revisions per design within the agreed scope and timeline.
- The audit recommendations are reviewed in a joint session with the technical team, with implementation priorities and dates agreed.
- A monthly performance meeting to review the social and SEO reports and agree the next month's priorities.
- Escalation runs through the account manager — one channel, not parallel requests from multiple parties.
Three items — and exactly what each one covers.
The three items below are exactly as set out in the commercial proposal dated 19 August 2026. Under each one we have itemised everything that fee covers, with quantities — so nothing in the scope is left to interpretation. The social media item is shown at one month, as quoted, and is the basis for recurring billing thereafter.
| Item | Unit | Unit price (SAR) | Total investment (SAR) |
|---|---|---|---|
| 1 · SEO technical auditone-time item — paid once, does not recur | 1 | 19,000 | 19,000 |
| 20-point website performance auditsite health, technical compliance, speed, mobile performance, indexation, crawl and URL structure | 20 checkpoints | 7,000350 / checkpoint | included |
| Competitor & search visibility analysisSERP analysis, DA & PA check, and a true visibility measurement against fragrance-category competitors | 1 benchmark | 3,500 | included |
| Keyword research & search-intent mappingidentifying purchase-intent keywords in the fragrance category and mapping them to site pages | 1 keyword map | 3,000 | included |
| Backlink & black-hat auditreviewing the backlink profile and detecting any black-hat SEO that could be damaging rankings | full review | 2,000 | included |
| Recommendations report & implementation roadmapa detailed report with clear, prioritised recommendations ready for Randa’s technical team to implement | 1 report | 2,500 | included |
| Handover session & developer supportwalking the technical team through the recommendations and agreeing implementation priorities and dates | 1 session | 1,000 | included |
| 2 · Ongoing technical SEOSAR 16,000 a month × 9 months — the sub-prices below are per month | 9 months | 16,000 | 144,000 |
| On-page SEO for new contentoptimising every new piece published: titles, descriptions, structure and keyword usage | monthly | 3,000per month | included |
| Review & optimisation of existing contentoptimisation recommendations for the site’s existing pages to lift rankings and visibility | monthly | 2,500per month | included |
| Technical monitoring & issue identificationcontinuous monitoring of the site’s technical health, catching issues as they appear | monthly | 2,500per month | included |
| Backlinking activitybacklink activity supporting content distribution and authority building — the highest-effort item in this track | monthly | 4,000per month | included |
| Keyword tracking & performance monitoringtracking target keyword rankings and monitoring performance month over month | monthly | 2,000per month | included |
| SEO performance reportvisibility, keyword performance, organic traffic, competitor comparison, earned traffic value and recommendations | monthly | 2,000per month | included |
| 3 · Integrated social media & performance marketingthe monthly track — shown at one month as quoted, recurs every month | Monthly | 30,000 | 30,000 |
| Content strategya monthly calendar aligned to the Randa Perfumes identity, setting what is published and when | 1 calendar / mo | 2,500 | included |
| Static creativescustom-designed posts that follow the brand identity and deliver a clear, visually appealing message | 12 / month | 6,000500 / asset | included |
| Animated creativesmotion-based visuals that lift engagement through dynamic storytelling | 5 / month | 4,500900 / asset | included |
| Short reelsshort, high-impact video created to capture attention and increase visibility across platforms | 4 / month | 6,0001,500 / reel | included |
| Caption writing & hashtagsconcise captions for each post with strategic Arabic hashtags — written natively in Arabic and English | every post | 1,800 | included |
| Posting & schedulingpublishing across the selected platforms in line with the approved calendar | all platforms | 1,200 | included |
| Community managementdaily replies to comments, messages and DMs, under a dedicated account manager | daily | 3,000 | included |
| Paid campaign managementbuild, targeting, retargeting, daily monitoring and optimisation — awareness, engagement and conversion, Riyadh, up to 3 platforms | 2 campaigns / mo | 3,0001,500 / campaign | included |
| Monthly performance reportmetrics, hashtag effectiveness, audience engagement and follower growth + strategic recommendations | monthly | 1,200 | included |
| Live dashboardautomated updates on content performance, with sentiment analysis and AI-powered insights and alerts | always on | 800 | included |
| Subtotal | 193,000 | ||
| VAT 15% | 28,950 | ||
| Grand total (SAR) | 221,950 | ||
The per-item figures in the unit-price column show how each group fee is allocated across its components, weighted by production effort and quantity — not divided evenly. Each group's components add up exactly to that group's fee: SAR 19,000 for the audit, SAR 16,000 per month for ongoing SEO, and SAR 30,000 per month for social. They are shown for transparency and are not severable prices: the components are scoped and delivered together as one service.
Advertising spend is not included — and is not paid to MAZ NEXA
The fees in the table above cover MAZ NEXA's professional services only. Any paid media budget — the amount spent on Instagram, TikTok, Snapchat, Meta or any other platform — is not included in these prices, is not invoiced or received by MAZ NEXA, and is not guaranteed by us in any form. That budget is spent directly from Randa's own advertising account and remains Randa's sole responsibility, borne entirely by Randa. The same applies to influencer fees or any third-party costs.
After the first month
The technical audit is paid once and does not recur. Ongoing technical SEO is invoiced at SAR 16,000 per month excluding VAT across nine months. Social media and performance marketing continues at SAR 30,000 per month excluding VAT — SAR 34,500 per month including 15% VAT — settled monthly, based on project continuity and that month's deliverables.
What is invoiced, and when.
Applying the payment terms below: the one-time item is settled 100% upfront before the service begins, and the monthly services are settled monthly. The schedule below splits the quoted total, with VAT shown.
| Stage | What it covers | Net (SAR) | VAT 15% (SAR) | Payable (SAR) |
|---|---|---|---|---|
| On signature before work begins | SEO technical audit (19,000) — one-time item, 100% upfront | 19,000 | 2,850 | 21,850 |
| End of month 1 after that month’s deliverables land | Integrated social media & performance marketing — month one | 30,000 | 4,500 | 34,500 |
| End of each month, from M2 9 monthly instalments | Ongoing technical SEO — SAR 16,000 × 9 months | 144,000 | 21,600 | 165,600 |
| Total as quoted | 193,000 | 28,950 | 221,950 | |
Each additional month of social media and performance marketing is invoiced at SAR 30,000 net + SAR 4,500 VAT = SAR 34,500, settled at the end of that month against its deliverables. The technical audit does not recur.
Payment terms and stated assumptions.
Payment terms
- Monthly services (social media management, monthly performance marketing and ongoing technical SEO): settled monthly, based on project continuity and that month's deliverables.
- One-time services (workshops, strategy development, the audit, production and design): settled 100% upfront before the service begins.
- All prices are exclusive of VAT; 15% is added on invoice.
- All deliverables are provided in bilingual format (Arabic & English).
- The engagement is fully compliant with ZATCA VAT (15%), PDPL and Saudi commercial law.
- The fee includes up to 2 design revisions within the agreed scope and timeline.
What these prices do not carry
- Paid media budget — the spend on the platforms themselves is separate from the management fee.
- Implementing the audit recommendations on the website — carried out by Randa's technical team, or quoted under a separate estimate once the audit is complete.
- Website or landing-page development — provided by the client or quoted separately.
- On-site photography or videography — production works from Randa's own visual assets unless otherwise agreed.
- Influencer or event fees — quoted separately once scoped.
- Translation into additional languages beyond Arabic and English.
MAZ NEXA — a joint venture between the international agency NEXA and Saudi-based MAZ Holding.
Headquartered in Riyadh with a team spread across four continents. We work as a consultative partner rather than an execution vendor, combining international expertise with a deep understanding of the local and Gulf markets.
MENA Search Awards unless otherwise stated.
Four cases close to this brief.
Chosen for their proximity to what is required here: SEO with documented organic results, high-volume creative production at pace, and performance marketing in the Saudi market.
Specialized by stc — localising content and transforming search presence
The main telecommunications arm of the stc Group in Saudi Arabia. It partnered with MAZ NEXA to localise content and strengthen B2B and B2C sales through an SEO campaign tailored for the region — on a government-oriented website subject to strict restrictions and guidelines.
Ambassador International Academy — organic traffic in a highly competitive market
A school offering IB and British curricula whose website had limited SEO activity and was not ranking for key educational search terms. MAZ NEXA implemented a content and technical SEO strategy that improved search visibility, resolved performance issues and drove organic traffic.
Jahez — high-volume creative production at pace
Jahez needed a fast, flexible design partner to support high-volume creative production for its app, with frequent updates to offers and tight timelines during peak seasons. MAZ NEXA led the creative direction and execution, building a scalable workflow that held visual consistency across many brands.
Shell Helix — emotional repositioning inside Saudi culture
A global brand that needed to shift from a functional product to an emotionally resonant one inside Saudi driving culture. MAZ NEXA built a three-layer media strategy — audio, visual and programmatic — and used AI analytics to optimise engagement and repetition. The same model applies to fragrance: a category sold on feeling, not specification.
Who works on the Randa Perfumes account.
Closing statement
Through a combination of strategic planning, creative execution, data analysis and continuous optimisation, MAZ NEXA will support Randa in building a distinctive and performance-focused digital presence. Our integrated approach will ensure consistent brand communication across all digital touchpoints while creating a strong foundation for sustainable engagement, visibility and online growth.
How we begin.
Review this proposal and confirm the three items — the technical audit, ongoing SEO, and social media and performance marketing.
Nominate one contact at Randa with authority to approve calendars, designs and campaigns, plus a technical contact for the website.
Grant access to the existing accounts, the ad account, the website CMS, Google Search Console and Analytics — a precondition for starting the audit.
Hand over brand guidelines, visual assets and approved product information, so production can begin without waiting.
Issue the PO or contract — the immersion session and the technical audit begin within five working days of signature.
MAZ NEXA Digital Advertising & Marketing Company · Al Imam Saud Ibn Abdul Aziz Branch Rd, Almasiaf, Riyadh 12465, Saudi Arabia · support@maznexa.sa · www.maznexa.sa — Prepared for Randa Perfumes on 19 August 2026 and valid for 30 days. All prices in Saudi Riyals, exclusive of VAT unless stated otherwise.