“STRAT has been a great ally in boosting Badawii’s campaigns on Meta and Google. Their team has helped us reach new customers and increase our visibility in different markets. Thanks to their strategic approach, we have been able to optimize our advertising budget and see results quickly.”
Nicolás Calonje
CEO of Badawii Beachwear
The Launch
Badawii Beachwear operates through two dedicated online stores: one for Europe and another for the Middle East & Asia. Since the beginning of our partnership in 2022, we have been implementing strategies that combine performance marketing with brand awareness, tailored to each market’s dynamics.
While we applied a similar paid media framework across regions, audiences were localized based on behavior, culture, and purchasing power, and creatives were adapted so visuals, copy, and messaging resonated with each market.
This approach built a strong foundation for the brand’s launch in the Emirates and its strategic growth across Spain and the broader European market.
Kicking off in Middle East
In the Emirates, we focused on reaching high-intent audiences among locals and expats through a multi-channel strategy on Meta and Google. Meta campaigns tested a variety of formats across the funnel, while Google Search and Shopping captured demand and drove direct conversions.
We also piloted campaigns in other Middle Eastern markets (Qatar, Oman, Bahrain, Saudi Arabia, Kuwait) and in Asia (Japan and South Korea) to expand international reach.
Between 2023 and 2024, paid media spend grew 34%, driving a 60% increase in revenue. Efficiency improved with a 25% rise in average order value and a 19% uplift in ROAS. Overall, the Emirates business achieved 70% year-on-year growth, validating the power of localized creatives and precise targeting.
Kicking off in Spain and Europe
In Europe, the strategy aimed to both strengthen Badawii’s brand presence and accelerate performance. Building on learnings from the Middle East, we refined audience segmentation and developed creatives that balanced local resonance with global consistency. Together with the client, we tested new consumer segments and iterated on formats and messaging to ensure maximum relevance across markets.
The impact was significant. Despite a 3% reduction in paid media budget, campaigns achieved a 105% increase in attributed revenue and a 113% uplift in ROAS, showing clear gains in efficiency. At a broader level, sales in Spain and Europe grew by 155%, proving the scalability of our funnel strategy.
A key driver of this success was international expansion. Entering France, Portugal, Ireland, Italy, and the UK not only diversified revenue streams but also accounted for 20% of total revenue by year-end. This demonstrated Badawii’s ability to grow beyond its core markets and establish a sustainable presence across Europe.
Performance Achieved
160,4%
YoY Paid Media Revenue in Emirates
119,9%
Increase of ROAS in Emirates
205,2%
YoY Paid Media Revenue in Europe
212,5%
Increase of ROAS in Europe
Email Automation
Starting with no existing email database, our collaboration with Badawii began from the ground up. We launched pop-ups to capture subscribers and build a community of potential customers. To drive consistent revenue, we designed and implemented key customer journey automations: welcome flows, abandoned cart sequences, and post-purchase campaigns.
We developed and deployed this strategy across both the European and UAE websites, creating flows in Spanish and English to effectively serve both markets.
As a result, in the very first year, email automation flows contributed 24,3% of total revenue in Spain. After three years of continuous implementation and optimization, revenue generated through email automation increased by 27,9% compared to the first year.
