MarkaVIP has fast become the leading shopping community in the Middle East, offering private flash sales of the most soughtafter collections to its members.
Rapid growth presented MarkaVIP with new marketing challenges, including an evergrowing list of products to be promoted as well as fluctuating stock levels. On-site flash sales can last up to five days, so a quick turnaround was needed on campaign build.
An ongoing generic presence was also needed to ensure customers were captured at the beginning of the buying process. The expanding reach of MarkaVIP’s marketing campaign across the Middle East presented challenges as well.
The buying habits of people in areas like Jordan are different in comparison to the UAE for example, due to low uptake of online credit card payment and lack of distribution logistics. As with every startup company, margins were tight and urgency high.
Latitude needed to open the floodgates in order to capitalise on the growing demand for high fashion and big name brands in the region, whilst maintaining CPR.
The first step for Latitude was to spend time understanding the needs of the MarkaVIP marketing team and the processes followed by the product team. The PPC team conducted an initial quick win audit which removed wastage from MarkaVIP’s existing PPC campaign.
Making the most of rapidly changing offers and expanding product lines was made possible through a combination of appropriate technology and clear communication.
Latitude focused attention on building product specific campaigns, targeting popular brands of the region, as well as upcoming brands involved in the flash sales. In order to generate greater awareness of the brand, a combination of contextually-targeted GDN and YouTube campaigns were ran.
Finally, the brand was promoted through Display Advertising activity, particularly on YouTube in areas with high YouTube consumption like Saudi Arabia.
“Latitude have demonstrated an understanding of our particular marketing challenges, combined with an extensive local and international knowledge. We look forward to working with them in the future. “
Mr Shaker Khatib // Digital Marketing Manager // MarkaVIP