Souq Luma — Paid Growth

Souq Luma is a mid-market Saudi e-commerce brand competing against both international platforms (Noon, Amazon.sa) and local boutique shops. Their paid media was running year-round with the same messaging and targeting, missing the seasonal peaks (Ramadan, Saudi National Day, White Friday) where 40% of annual revenue concentrates. The challenge: restructure their paid strategy around Saudi cultural and commercial calendar moments.

This concept creates a campaign-calendar architecture that aligns creative, targeting, and budget allocation to Saudi-specific buying patterns. Each seasonal moment gets its own campaign structure, creative brief, and measurement framework — rather than the 'always-on' approach that was diluting spend across low-intent periods.