Nuggtah Case Study

Role: Digital Marketing Manager

Nugttah is a customer retention platform in Saudi Arabia, offering data analytics reports, contactless pre-order services (Pickup), and customizable loyalty programs to help businesses retain and attract customers. As part of its expansion plans across the GCC, Nugttah set out to scale its Marketing team.

Challenges:

Nugttah has already established a name in the market with over 100 businesses on the application but challenges was there when I first came in 2023.

• Data Shortage: Although Nugttah had over 20,000 users, the data tracked in Metabase was inaccurate, which hindered the marketing team’s ability to optimize campaigns within a monthly budget of $3,000.
• Marketing Strategy: Nugttah required thorough market research to develop a marketing strategy with SMART objectives and a clear action plan.
• Lead Quality: Due to the data shortage and lack of clear objectives, the sales team struggled with low-quality leads generated from marketing campaigns.
• Brand Identity: Although Nugttah was an established name, its online presence suffered from inconsistent tone, voice, and brand identity.

Actions:

• Marketing Strategy:
  • After getting to know the team, the first step we took was to initiate thorough market research. Following the development of user personas and competitive analysis, I crafted a comprehensive marketing strategy focused on SMART objectives, an action plan, budget allocation, and performance tracking.
  • Results:
    • I completed a 50-page marketing strategy in 3 weeks, translated into a ClickUp action plan with clearly assigned tasks for each member in the team.
    • This led to a 25% increase in app user acquisition within one year.
• Brand Identity:
  • As part of the marketing strategy, we updated the brand identity with a clearly defined brand voice, tone, and message pillars. Immediately after, we began updating the website to reflect the new message architecture, ensuring consistent tone and impactful calls to action (CTAs).
  • Results:
    • We boosted call-to-action (CTA) clicks by 43% post-implementation.
    • The SEO best practices with the new brand identity helped improve search engine rankings and increase organic traffic by 40%
• Lead Quality:
  • To improve lead quality, I moved content management to HubSpot, enabling better lead tracking, generation, and nurturing campaigns. Additionally, I implemented a lead scoring system to qualify and nurture leads before handing them over to the sales team.
  • Results:
    • We achieved a 76% improvement in lead quality in Q1.
• Data Shortage:
  • In collaboration with the data analyst, I implemented Metabase as our app’s data tracking system and developed the necessary SQL queries for ongoing analysis.
  • Results:
    • I improved marketing ROI by 18% via data-driven campaign optimizations.
    • Within 3 months, collected enough data to validate audience personas and marketing strategies for better targeting.

Conducting market research is always my favorite part — I especially enjoyed running online interviews with users and potential customers, and testing different messages and brand voices. I couldn’t have done it without the my amazing team

Achievements:

Introducing the 2023 Eid Campaign

Ramadan is always one of the biggest months of the year for Nugttah, but the Eid campaign was particularly significant for one key service: Eidya Gift Cards. Eidya is a traditional practice in the Middle East where people give money to one another during Eid. At Nugttah, we offered Eidya gift cards as a thoughtful way for customers to gift their loved ones.

To promote this, we launched a multi-channel campaign across TikTok, Instagram, Snapchat, and partnered with influencers to drive sales of our Eid gift cards. I created personalized gift cards that focused on relationships and nostalgic memories, allowing users to choose the relationship type and add personalized messages to make each gift unique.

Thanks to the efforts of our talented team, alongside pre- and during-Eid sales campaign and email campaign, we exceeded our goal of 4,000 gift cards sold and reached nearly 7,800 sales in just two weeks.