How we helped an e-shop of traditional products build trust with its audience and reach a steady 5x–6x ROAS through authentic video content and Social Media Ads.
- Industry
- E-commerce / Traditional Handmade Products
- Services
- Social Media Ads, Video Production, Creative Strategy, E-shop Optimization, Product Bundles
- Key result
- Steady 5x–6x ROAS through social media campaigns
Live site
Overview
Roula Feneos is a business built around traditional handmade products: spoon sweets, jams, honey, pasta, nuts, rusks, herbs, sauces and other local specialties.
When we took over the e-shop, the business already had products with genuine authenticity and quality, but its digital communication wasn't making enough of its single biggest advantage: the story, the people, and the trust behind the brand.
The Challenge
In the initial state, the ads relied mostly on plain product images and fairly conventional promotion.
The core challenge was that traditional products don't sell on image or price alone. The customer needs to feel trust, familiarity and a connection with the business.
So we had to find a way to carry online what someone would feel walking into the physical shop: the authenticity, the tradition, the personal care and the story behind the products.
Our Approach
From the initial research, we concluded the campaign shouldn't rest on products, prices and offers alone.
Our strategy was to build trust through authentic video content: real people, natural footage, and as little "staged advertising" feel as possible.
So we organized a content production at the business itself. We filmed the products, the shop, the natural landscape around the area, and an unscripted interview with the two owners, mother and daughter.
Through the interview, the story of the business came across: the way things are made, the handmade process, and the philosophy behind the traditional products.
What We Did
- Analyzed the market and identified that trust and familiarity were what mattered most.
- Designed a creative strategy grounded in the authenticity of the brand and the people behind it.
- Carried out a video shoot at the business.
- Produced footage of the products, the shop, the landscape and everyday life.
- Filmed an interview with the two owners, bringing out the story and the handmade nature of the products.
- Created podcast/interview-style video ads with a natural, human tone.
- Produced additional product-focused videos with voice-over.
- Ran Social Media Ads with varied creatives and a product catalog.
- Improved product pages on the e-shop for a better experience and higher purchase likelihood.
- Created product bundles, combining multiple products into a more attractive offer.
- Continuously optimized campaigns and creatives based on performance.
Results
The hypothesis that the audience first needed trust and a connection with the brand was confirmed by the very first results.
The video with the two owners performed exceptionally, bringing a large number of orders and a very warm response. The comments under the ads were remarkably positive. Users weren't just seeing a product, they were seeing the true story behind the business.
The key results:
- 4x ROAS from the first month
- Steady 5x–6x ROAS after optimization
- A significant increase in orders through Social Media Ads
- Very positive engagement and comments under the video ads
- A profitable social media campaign that didn't rely solely on Google or search intent
- Improved performance through product bundles and better product presentation
Key Takeaway
The Roula Feneos case shows that for brands with authentic products, performance doesn't always come from the most "commercial" or heavily produced creative.
Here, the business's greatest asset was its people, its story and the tradition behind the products.
With the right creative strategy, authentic video content, social media ads and e-shop improvements, we turned trust into sales and built a consistently profitable campaign.