Splat Case Study

Amazon Ads  ·  Meta  ·  TikTok  ·  UAE & KSA

About Splat

Splat, the premium Russian oral care brand known for its innovative toothpaste formulations and whitening products, partnered with us to grow its presence and drive sales across the UAE and KSA markets. With a distinctive product range that stands apart from mainstream oral care brands, Splat needed a digital strategy that could accomplish two things simultaneously: convert ready-to-buy shoppers into customers on Amazon, and build a loyal, engaged social following that would sustain long-term brand growth.

We built and managed Amazon advertising campaigns across both markets to drive direct product sales, and ran Meta and TikTok boosting campaigns focused on growing brand awareness and building Splat’s social media following across the region.

The Challenge

Splat occupies a premium niche in a category dominated by global giants and breaking through in two competitive GCC markets required a strategy that worked on two distinct fronts at once:

Driving product sales

Driving product sales on Amazon UAE and Amazon KSA in an oral care category where shelf space even digital shelf space is fiercely contested by established household names with significantly larger budgets

Social media awareness

Building meaningful social media awareness and a genuine following for a brand that many UAE and KSA consumers were encountering for the first time turning unfamiliarity into curiosity, and curiosity into loyalty

Platforms

Operating across three platforms simultaneously Amazon, Meta, and TikTok each with a different objective, audience mindset, and optimisation logic, requiring separate strategies rather than a single unified approach

Reaching

Reaching the right consumer profiles in both UAE and KSA health-conscious buyers, whitening-focused consumers, and premium personal care shoppers across two markets with distinct platform preferences and purchase behaviours

Our Approach

We structured the strategy around three clearly defined objectives, each assigned to the platform best suited to deliver it: Amazon for sales conversion, Meta for awareness and community growth, and TikTok for reaching a younger, content-driven audience at scale.

Rather than spreading a single message across all platforms, each channel was given its own role ensuring that every dirham of ad spend was working toward the right goal on the right platform, with creative and targeting calibrated accordingly.

The Process

We executed an integrated paid media strategy across Google Ads and Meta, structured around audience segmentation, intent capture, and ongoing optimisation:

01

|

Amazon Ads  Driving Sales in UAE & KSA

Amazon was Splat’s primary sales channel and we treated it accordingly, building a campaign structure designed to maximise product visibility and conversion among shoppers actively browsing oral care.

 

  • Ran Sponsored Product campaigns for Splat’s hero SKUs whitening toothpastes, charcoal formulations, and premium care ranges targeting high-intent shoppers searching for oral care and teeth whitening products on Amazon UAE and Amazon KSA
  • Built Sponsored Brand campaigns to increase overall brand visibility within the oral care category, ensuring Splat appeared prominently alongside and above competing products in search results
  • Optimised product listing visibility through strategic keyword targeting capturing both category-level searches and specific product-intent queries from buyers ready to purchase
  • Managed bids and budget allocation separately for UAE and KSA, reflecting each marketplace’s competitive dynamics and Splat’s relative brand recognition in each market
  • Monitored ACOS (Advertising Cost of Sale) and conversion rates continuously, optimising toward efficient spend and strong return on ad investment across both marketplaces
02

|

Meta Brand Awareness & Community Growth

On Meta, the objective was not sales it was visibility and following. We ran boosting campaigns designed to put Splat’s content in front of the right audiences and turn them into followers.

 

  • Boosted Splat’s strongest content pieces across Facebook and Instagram, targeting health-conscious consumers, beauty enthusiasts, and premium personal care shoppers across the UAE and KSA
  • Built audience segments focused on users with demonstrated interest in oral care, teeth whitening, and premium beauty and wellness products ensuring boosted content reached people genuinely likely to engage and follow
  • Optimised campaigns toward page follows and profile visits, growing Splat’s social community with users who had real affinity for the brand’s positioning and product range
  • Maintained Splat’s premium, innovative brand image in all boosted creative presenting the brand as a sophisticated, science-led alternative to mainstream oral care
03

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TikTok Reaching a New Generation of Oral Care Consumers

TikTok gave Splat access to a younger, highly engaged audience discovering premium personal care brands through content exactly the profile needed to build long-term brand equity.

 

  • Ran boosting campaigns for Splat’s most engaging content on TikTok, extending organic reach to broader audiences across the UAE and KSA who had not yet encountered the brand
  • Targeted users with interest in beauty, wellness, skincare, and personal care audiences already receptive to discovering and adopting new premium personal care products
  • Focused on awareness and follower growth, using TikTok’s native content environment to introduce Splat’s unique product range in a format that felt organic and engaging rather than overtly promotional

The Results

| Paid Ads

400%

Increase in ROAS from Amazon ads

200%

Increase in Amount Spent

120%

Increase in New To Brand Purchases

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