The challenge
The brand's oud-forward fragrances sold beautifully in person, but online it was invisible: the Shopify store was little more than a digital brochure, organic traffic was negligible, and most digital sales flowed through marketplaces that took a heavy cut of every order — turning an AED 400 bottle into a thin-margin transaction. With no email programme and no social strategy beyond occasional posts, the brand had no way to reach its own customers twice.
The strategy
MindJek built the brand a complete direct-to-consumer engine — one that could win search, feed the GCC's fragrance-obsessed social audience, and turn one-time buyers into repeat customers.
- Shopify technical SEO — site architecture, speed and indexation fixes, plus Product and Collection schema so every fragrance surfaced rich results
- Fragrance-note content clusters — guides and collection pages built around how buyers actually search: notes, occasions and comparisons (oud, amber, office scents, gifting)
- Instagram Reels + influencer seeding — a consistent Reels engine and seeded reviews with GCC fragrance creators to build desire and social proof
- Klaviyo lifecycle flows — welcome series, browse and cart abandonment, replenishment reminders timed to bottle life, and a VIP flow for top spenders
- Paid social with a full-funnel structure — creator content repurposed into prospecting and retargeting ads across the GCC
The results
Nine months in, online revenue had grown 2.9× — with the direct store, not marketplaces, driving the growth. The Klaviyo flows quietly became the brand's most profitable channel, generating 27% of total online revenue on autopilot, while paid social held a 3.1× ROAS. Branded searches roughly tripled as the Reels and influencer work compounded, and international shipping demand emerged well beyond the GCC — orders now arrive from Europe and Asia from customers who first met the brand in a creator's video.
Figures above are representative of typical engagement outcomes and are illustrative of the results we aim for, not guarantees.
"We spent years perfecting the fragrances and nothing on how people find them. MindJek gave us the machine behind the brand — the email flows alone pay for the whole engagement."