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FMCGFast-moving consumer goodsLibya

More than 40,000 packs cleared in two months. A year of sales in three months.

How Growthly helped Al Shoroq Group turn marketing into a commercial growth engine across eight consumer brands.

packs of slow-moving Al Emlaq stock sold in about two monthsLahlouba’s Ramadan sales matched the entire previous yearTwo new brands launched in the Libyan market: Yallo and Dalindigital content views across the portfolio
+40,0003 months = 1 year2+119M
Client
Al Shoroq Group
Sector
Fast-Moving Consumer Goods (FMCG)
Market
Libya
Scope
Eight brands · Household cleaning and personal care
Services
Brand strategy, campaign planning, content and paid media, influencers, trade marketing and point of sale
01

The challenge

Running several consumer brands created a different kind of challenge for Al Shoroq Group: each brand had its own category, audience, commercial priorities and market conditions.

So marketing could not run as a string of disconnected social campaigns. Growthly built a central system that connects:

Brand strategy→Campaign planning→Content→Paid media→Influencers→Trade marketing→Point-of-sale execution→Sales

The focus was simple: marketing should create demand and move product.

Figure 1The portfolio’s central marketing system
1Brand strategy
2Campaign planning
3Content
4Paid media
5Influencers
6Trade marketing
7Point-of-sale execution
8Sales

Every brand moves through the same stages, with one owner accountable for the commercial result.

02

Al Emlaq: turning slow-moving stock into demand

Al Emlaq had more than 40,000 packs of washing-machine powder sitting in stock, with little movement in the market.

Rather than relying on heavier advertising or discounts alone, Growthly redesigned the consumer offer: a special promotional pack with a red instant-win card inside, and prizes from 1 LYD to $100.

  • No registration.
  • No points to collect.
  • No waiting for a future draw.
Figure 2How the instant-win card works: a self-reinforcing loop
Purchase
Prize
Reaction
Social proof
Curiosity
More purchases
Stock remaining40,000Week 0 of 8
Prize value1 LYD → $100Revealed when the pack is opened
Noregistration · points · drawInstant reward

The counter is illustrative, showing stock selling out over roughly 8 weeks. Only the start (+40,000) and the end (fully sold out) are documented figures.

The customer buys the product, opens the pack and knows instantly whether they have won. Growthly then built the campaign around reactions: prize-reveal moments were filmed and shared on social media, creating a self-reinforcing loop:

Purchase→Prize→Reaction→Social proof→Curiosity→More purchases
The result

The full stock of more than 40,000 packs sold out in about two months.

Figure 3Slow-moving stock before and after the campaign
010,00020,00030,00040,000+40,000At campaign launchSold outAfter about two months≈ 20,000 packs per month
010,00020,00030,00040,000+40,000At campaign launchSold outAfter about two months≈ 20,000 packs per month

Source: Al Shoroq Group inventory data.

03

Lahlouba: a year of sales in three months

For Lahlouba, Growthly built an integrated Ramadan campaign to accelerate demand in one of the category’s biggest selling seasons. The campaign combined:

  • Brand-funded entertainment content
  • Influencer marketing
  • Paid media
  • Product demonstrations
  • Point-of-sale support
  • Promotions
Figure 4A year of sales in three months: monthly sales velocity
0×1×2×3×4×1×Previous year (12 months)4×Ramadan campaign (3 months)Monthly sales velocity ×4
0×1×2×3×4×1×Previous year(12 months)4×Ramadan campaign (3 months)Monthly sales velocity ×4

The same sales volume in a quarter of the time means average monthly sales roughly four times higher (12 ÷ 3).

Its centerpiece was a professionally produced 10-episode cooking series with 3 chefs, placing the product in everyday moments at home rather than relying on traditional advertising alone.

The result

In about three months of campaigning, Lahlouba sold as much as it had in the entire previous year.

Figure 5The cooking series in numbers
10episodesProfessional production
3chefsProduct in everyday home moments
6campaign elementsFrom content to point of sale
04

Expanding the portfolio

Growthly also supported the launch of two new brands in the Libyan market:

Yallo
A new consumer brand owned by the Group. Growthly supported its positioning, pricing, consumer strategy and market-entry plan.
Dalin
An established Turkish personal-care brand. Growthly supported its localization, launch strategy, digital communication and market activation.

Growthly’s role widened from growing existing brands to supporting entry into new markets.

05

Beyond campaigns

Across the portfolio, Growthly managed marketing investment in content, paid media, influencers, point-of-sale activations and trade campaigns.

Figure 6The scale of work across the portfolio
+119Mdigital content views
+143influencer content pieces
+381content pieces

These are activity figures. The real measure never changed: did the product move?

These numbers supported the work, but they were never the goal. The real measure: did marketing help the products move?

The principle

Growthly does not treat marketing as a visibility function. We build systems that create demand, solve commercial problems and support revenue growth.

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