The challenge
Furniture buyers move between website, messages and physical showrooms. The challenge was to prevent every channel from operating separately and instead connect awareness, consideration and sales conversations.
← All work
01 · Egypt
Sofa Zone — building a connected growth engine
Content, paid reach, CRM, seasonal campaigns and showroom launches working as one system.
Context
The project in one sentence
The work expanded beyond social media publishing into a full operating system connecting monthly content, behavioural SMS, campaign concepts, retail launches and monthly performance decisions.
Mohamed’s decision
I segmented CRM messages by customer behaviour — showroom visitors, abandoned carts, cancelled orders and previous buyers — instead of sending one generic promotion to everyone.
My role
Strategy, copywriting, content systems, campaign concepts, SMS segmentation, performance interpretation and Sheikh Zayed branch-launch planning.
Operating system
How the thinking became execution
- Built monthly content systems across awareness, education, interaction and direct response.
- Created Sofa Friday as a value-led seasonal identity focused on comfort and credibility, not discount noise.
- Mapped behavioural SMS sequences to customer intent and objections.
- Planned the Sheikh Zayed branch launch from pre-opening lead generation to the in-showroom experience.
- Used monthly reports to interpret platform behaviour and change the next cycle.
Evidence & selected artifacts
From the actual work.
Figures are presented exactly as shown in the supplied monthly performance reports.