New Product GTM Launch and International Expansion
5×
Jordan launch — new market
Six months of Dubai validation compressed into an immediately profitable cold-start in a brand new international market.
0×
ROAS day-one Jordan
0 mo
Dubai foundation built
0
Markets profitable
0.0×
Steady-state ROAS, Dubai
The Brief
Rebal Candy was entering Dubai with an entirely new product category: freeze-dried candy. No benchmarks existed. No market awareness had been built. No first-party data was available. The budget was controlled and the margin for error was minimal. The objective: validate demand, build a scalable acquisition system, then expand into an international market.
The Challenge
Launching a new product category is the highest-risk scenario in performance marketing. There is no historical data to reference, no existing demand to capture, and no proven creative to build from. Spending aggressively from day one would burn budget on unvalidated assumptions. The only responsible path was a disciplined, sequenced approach.
What We Did
Before a single campaign went live, we built the complete measurement infrastructure: Google Tag Manager, Meta Business Manager, Google Analytics, full purchase and conversion event mapping, and audience pools prepared for future retargeting. Every interaction from launch day forward would generate clean, actionable platform data. This step is what most brands skip and why most launches underperform.
Month 1, AED 5,000. We launched with awareness, not conversion pressure. The goal was to introduce the product category, test creative angles, and allow the platforms to learn user behavior while building high-quality traffic pools. Result: organic orders came in during the awareness phase, confirming genuine product-market fit before any aggressive conversion spending began.
Month 2, AED 15,000. With platform data warmed and demand confirmed, conversion campaigns were introduced. Creatives refined based on awareness learnings. Single-channel focus on Meta maintained efficiency and control at this budget level. Result: consistent purchase volume. ROAS of 2x.
Months 3 to 6, AED 30,000 per month. With unit economics confirmed, the strategy shifted from testing to scale. Meta as the primary conversion engine. Google Performance Max capturing high-intent demand. Full retargeting activating accumulated data pools. Result: stable, compounding performance. ROAS stabilized at 2.6x.
Six months of Dubai learning were applied directly to the Jordan launch, eliminating the need for a cold-start experimentation period. Validated creatives, proven audience logic, and an optimized funnel structure deployed from day one. Result: AED 20,000 ad spend. ROAS of 5x from day one in a brand new international market.
What this means for you
If you are entering a new market or launching a new product, the sequencing of your strategy matters more than the size of your budget. We build the sequence that protects your spend and accelerates your profitability.
Selected stills
Phased Results
| Phase | Spend | ROAS |
|---|---|---|
| Dubai — Awareness | AED 5,000 | Demand validated |
| Dubai — Conversion | AED 15,000 | 2× |
| Dubai — Scale | AED 30,000 / month | 2.6× |
| Jordan — Market Entry | AED 20,000 | 5× |
The Results
New product category successfully launched using a phased go-to-market framework.
Profitable omnichannel acquisition system built in Dubai in six months.
Immediate profitability achieved from day one in Jordan.
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