Case Study: Revibe
Online refurbished tech retailer in the UAE, Saudi Arabia and South Africa
Creative Scope
Campaign concepts, visual direction and copy for paid media, web banners, affiliate marketing assets and ad hoc design work.
Role:
Creative Director
Challenge:
Refurbished tech competes with new devices and the marketing power of brands like Apple, while consumer confidence in refurbished products remains a barrier to purchase. Creative needs to establish trust and perceived value before price can become a selling point. This across three distinct markets, each with its own cultural and commercial context.
Approach:
Campaigns were localised for each market and structured as A/B tests, with two to three distinct creative directions rather than a single concept. This allowed creative decisions to be driven by performance data rather than instinct alone. At the top of the funnel, creative built trust and established a distinctive Revibe personality; lower down, it became more offer-led and conversion-focused.
Conversion Campaigns
Monthly campaigns are run during key holidays or sales events. Clear offer/sale messaging has proven most effective in headlines, as has leading with cashback over an amount off in the offer.
Additional key offer information and codes are grouped in an 'offer box' to keep the visual clean.
There is strong focus on localising content.
Creative Direction and KVs: Taryn Hickson
Resizing and adaptions: Nancy Deeb
Always On
Creatives are refreshed every 2 to 3 months, with a focus on trust USPs and Revibe's business model of tech up to 70% less than new devices.
There is strong focus on localising content.
Creative Direction and KVs: Taryn Hickson
Resizing and adaptions: Nancy Deeb
Videography: Simon Ronaldo
Localisation
Key visuals were adapted to reflect cultural nuances, regional behaviours and audience demographics. For example, while Black Friday is the established term in South Africa, the Middle East commonly uses White Friday. Campaign creative was therefore tailored accordingly, with Black Friday messaging for South Africa and White Friday for Saudi Arabia and the UAE.
Visuals were also localised through region-specific clothing, casting and demographics.
Learnings:
Creative evolved continuously based on test results while staying within brand guidelines. Bolder concepts with clear USPs consistently performed strongest for Always On campaigns while more offer-led creative proved more effective for lower funnel, driving conversion. These insights shaped the creative direction of subsequent campaigns.
Result:
A consistent, test-and-learn creative approach strengthened the client relationship and contributed to securing additional creative work for the social team at Home of Performance.