King & Queen – Establishing a Trusted Egyptian Childcare Brand

King & Queen is a 100% Egyptian brand offering a range of affordable hair and skin care products for children, specifically catering to B-class Egyptian families. We began managing the brand’s social media presence during a unique period when local consumers were strongly supporting a boycott of foreign products. This environment presented an excellent opportunity to position King & Queen as a trusted, high-quality local alternative.

Challenges:

Building Trust for Online Shopping of Finishing Materials: As a pioneer in this market, Khamato faced the task of convincing customers to trust online shopping for something as important as home finishing. We highlighted the platform’s unique features that simplify and streamline the process, addressing common issues like high prices, quality concerns, and limited payment options.
Emphasizing Competitive Pricing and Quality: To gain customer trust, Khamato partnered with leading vendors, securing the best quality materials from brands like Heidelberg, Elba, Gorenje, Grohe, ElSewedy, and Schneider. Initially, the company sacrificed profit to offer generous discounts, allowing customers to experience the platform with lower risk.
Flexible Payment Solutions: Khamato provided various payment options, including an installment system that stretched up to 60 months, making home finishing materials more accessible to a broader audience. This feature was crucial in encouraging customers to make significant purchases online.
Ensuring Fast Delivery: With rapid delivery options—same-day delivery in Cairo and within four days across Egypt—Khamato removed a common concern about online shopping, making it convenient and reliable.
Balancing B2B and B2C Marketing: Since Khamato serves both individual consumers and businesses, we had to craft messaging that appealed to both while staying true to the brand identity. This flexibility allowed us to reach different market segments effectively.
Optimizing Media Buying Strategy: Given the high cost of these materials, ad costs needed to be carefully managed. We tracked the success of our ads by measuring ad spend against profits from orders, ensuring that we focused on high ROI.

Our Strategy:

Showcasing Product Benefits: We highlighted the real benefits of King & Queen’s products for children’s hair and skin. To build credibility, we collaborated with a micro-influencer who is also a doctor. Her lifestyle aligned well with our audience’s values, making her a relatable and trustworthy advocate for the brand.
Optimizing Content for Sales Impact: When initial video content from the influencer didn’t generate strong direct sales, we adapted by repurposing the videos as direct ads. This adjustment led to a significant improvement in engagement and sales, emphasizing the influencer’s role as more than just a marketing channel but as a true brand ambassador.
Enhancing the Digital Experience: We optimized the brand’s landing pages to ensure a smooth, fast user experience. Educational videos showcased the products’ effectiveness, and we included clear governmental verification details to further build trust. These steps made it easier for customers to make informed, confident purchase decisions.

Results Achieved:

In just six months, our strategy delivered outstanding results:

1.5 Million EGP in Sales: Our campaigns generated over 1.5 million EGP in revenue, with a 3.5x Return on Ad Spend (ROAS) on an ad budget of 140,000 EGP.
Established Brand Positioning: We successfully positioned King & Queen as a competitive local brand, winning customer trust and proving that a high-quality, Egyptian-made option could stand out in a market filled with international names.

Through this campaign, we turned market challenges into growth opportunities, solidifying King & Queen’s presence as a trusted Egyptian brand in the childcare sector.

Project Information

For urgent help

performance marketing

Client:

King & Queen

Category:

branding, marketing strategy, brand positioning

Tag:

Business, Agency, Corporate

Start Date:

10 February, 2019

End Date:

Until Now

Budgets:

$100,000 USD