Kitely / Case study 00
Driving 2× sales for a premium FMCG brand
Pair precise audience selection with relevant creator content.
Reported outcome / 01
2×
Sales vs baseline
Reported outcome / 02
150%
Reported ROAS
Source: Kitely case-study PDF · Reported results, not independently audited
01 / The starting point
The growth constraint.
Mass-market advertising was not connecting premium products with the right consumers or channels.
The case document describes a premium FMCG brand in Saudi Arabia struggling to reach affluent consumers. Traditional mass-market advertising delivered limited sales growth. The diagnosis focused on a mismatch between distribution strategy and the audience’s media consumption, weakening the premium positioning.
02 / Strategy into execution
One connected approach.
Not isolated tactics.
Affluent micro-targeting
Used audience analysis to reach high-net-worth consumers on Snapchat and Instagram, refining targeting around luxury interests and behaviors.
Creator activations
Co-created content with high-end lifestyle influencers, emphasizing genuine audience engagement and relevance rather than follower counts alone.
- 01
Identify
Define the relevant affluent audience
- 02
Reach
Select preferred digital platforms
- 03
Activate
Co-create lifestyle content
- 04
Connect
Align audience, message and product
Editorial map of the documented interventions, not a measured funnel or dated project timeline.
03 / The reported impact
Read the result.
Understand the measure.
Each baseline is normalized to 100. Both bars use the same 0–200 scale. Actual starting values are not supplied in the source.
Source figures at a glance
- Sales vs baseline
- 2×
- Reported ROAS
- 150%
Evidence & measurement boundaries
The PDF reports 2× sales and 150% ROAS; 150% is a reported ROAS level, not a 150% improvement. It describes CAC as ‘Optimized’ without a numerical reduction. No spend, sales baseline, campaign duration or attribution method is supplied. The indexed sales comparison is derived from the reported multiplier, not a time series. Results are Kitely-reported and not independently audited.
Client name is not stated in the PDF text. Past reported results do not guarantee future performance.
04 / Lessons from the work
What this case puts into focus.
Relevance over scale
The case favors a smaller, relevant audience over undifferentiated reach.
Creator fit over follower count
Audience quality and engagement were central to the documented creator-selection approach.
Channels follow the audience
Platform choices should reflect the intended consumers’ media habits, not a default channel mix.
05 / Go to the source
The original case study.
Original, unmodified Kitely PDF · 2 pages · 1.8 MB
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