Godiva

33.2 ROAS and $2.88 CPA on a $35 product, sold out in 5 days.

Our client, Godiva, is no stranger to indulgence. 

Since 1926, the luxury Belgian chocolatier has been at the forefront of decadence, quality and taste, with a heritage as rich as their chocolate. But this doesn’t mean that Godiva has stayed the same over 100 years. Rather, it’s been 100 years of moving with the times. 

Which, in this case, looks a little like the Dubai Chocolate viral sensation. 

Or “Pistachio-Filled Milk Chocolate Tablet with Crispy Kadayif” as Godiva calls it.

The Opportunity:

Not on this side of the digital algorithm? We’ll loop you in on the hype now.

• Between January and March 2025, the hashtag #dubaichocolate amassed 13.8 billion views on TikTok. That’s 13,800,000,000 in numbers.
• Google searches for “Dubai Chocolate” increased by 128% globally in 2025.
• Pistachio was named “Flavour of the Year” – and imports to the UAE in particular have increased by 40% over the last six months.

The chocolate itself? Thick, delicious, almost sinful. With a gooey centre combining visual allure and an ASMR-worthy crunch, it’s built to be consumed (literally, and for content too). 

We’ve tried the Godiva edition for ourselves, and can confirm: Phenomenal.

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Something that deserves an equally phenomenal digital marketing strategy, by an equally phenomenal digital marketing agency. So, we called upon the power of Meta Ads – pulling together a lead generation to conversion strategy engineered for product virality.

The Challenge:

Well, five to be precise.

1. It’s a new product. How do we create buzz?
2. It’s all the rage. How will Godiva stand-out in a sea of pistachio, pistachio, pistachio.
3. It’s got untapped potential. How do we find fans of the trend, not just of Godiva?
4. It’s premium. How do we justify the cost of a bar of chocolate?
5. It’s exclusively a Meta Ads campaign, at least as a start. How will we spark demand without the back-up of paid search, influencer marketing, or other channels?

With limited quantity, no existing social proof (*it’s a new product launch!) and the need to warm up cold audiences fast, our digital strategy had much to deliver.

But in spite of all this, our outcome: Sold out in just 5 days. 

The Results:

Our conversions-optimised Meta ads went live on May 27th.

And by the morning of May 31st, we had to pause them all because every single one of those Godiva bars? Gone, off the virtual and IRL shelves.

• Across TOFU / Top of Funnel campaigns alone = 33.19 ROAS
• $2.88 CPA via Meta Ads
• 4.69% Conversion Rate
• Avg. of 8.26% CTRs on all ads, with top performing hitting ~10% click-through rate.

And those numbers? Outperformed even the highest margin industry benchmarks.

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This campaign also involved pre-launch lead generation strategies as well, where we A/B tested Meta’s in-app lead form vs. on-site lead forms to lock in and secure interest.

Spoiler: Of the two, the on-site lead form reigned supreme.

But regardless, ad performance metrics were stellar either way:

• 6.08% click-through rate across creative iterations
• 500+ engagements per each paid ad (incl. likes, comments, shares)

The Solution:

Enough of the tease. Here’s how we did it. 

Our paid social experts approached this as a textbook full-funnel product launch, leaning into Meta’s strength of building the hype first – then flip the switch to conversion.

Phase 1:

Lead generation campaigns, aka. your “Be the first to indulge” special.

Preparation is always key when it comes to digital marketing. We could offer all the best practices and utilise every AI optimisation available, but nothing beats the power of time… And a good ol’ fashion slowburn designed to make audiences want.

Two months prior to launch, our lead generation ads were already up and running to create anticipation, excitement and demand. 

Not just about capturing emails, this was about building a VIP waitlist – capitalising on the very human sentiment of FOMO, exclusivity and following trends. 

And those strong 6.08% CTRs? Proved for a FACT that people were intrigued.

We’ve been around the block enough times to know that brands sometimes underestimate the power of non-sale campaigns, thinking they’re just an extra / unnecessary investment.

Nah. They’re a strategic tool for new product launches and brand building, allowing advertisers to pre-qualify interest, build intent, and give Meta’s algorithm a warm pool to target once the product goes live. Evidently with Godiva!

Phase 2:

Launch campaigns, aka. entering “Shop now” territory.

Once the product was ready to drop, we flipped into conversion-based campaigns. 

And things took off. Our newly acquired audiences were primed. Our audience targeting was sharp. But what truly made the campaign pop? Creative differentiation.

If your product’s already a treat for the senses, let it speak for itself.

We avoided the over-designed, lifestyle-heavy approach, and instead led with simplicity:

• One asset zoomed in on the rich textures within (featuring pistachio, chocolate, crisp kadayif) all glistening under studio lights with mouth-watering ease.
  
  
• Another showed the bars surrounded by real ingredients – creating a visceral, almost ASMR-level craving, especially with the smoothness of the chocolate shell.
  
  
• The third iteration simply called out “Rich & Intense” against a dark brown backdrop, with the Dubai Chocolate split in half to showcase a signature filling that’s to beg for.

Ad creatives like these weren’t just pretty – they were intentional.

For a premium product like Godiva’s Dubai Chocolate, highlighting the decadence in ultra-HD was critical. Subtlety has its time and place, but not here. These paid ads weren’t trying to blend in. They were meant to look like ads, and people loved them all the same.

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Of course, the already-trusted Godiva name gave our digital marketing strategies a strong head-start. But it was the layered Meta Ads structure, extended campaign planning and standout ad creative (*even if just statics!) that delivered such a return on investment. 

People have already begun begging for a restock in the comment section AND on Godiva’s own product pages, calling it “the most delicious chocolate I’ve ever eaten.” 

We agree. And we’re stoked to have helped bring such a moment to life.

If launching a new product is on the cards for your brand too, or if you’re just looking for ways to level up your always-on strategies, we’re ready to chat here.