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Case study · Instagram Ads · Jordan

Instagram Ads for a Luxury Kitchen Accessories Retailer in Jordan: 1,412,782 Engagements

How AlGurus turned passive scrollers into active participants for a luxury kitchen accessories retailer in Amman, with Arabic culinary stories, poll stickers and chef collaborations: a 6.41% engagement rate against a 0.5–1.5% luxury average.

Luxury kitchen accessoriesAmman-centric, JordanInstagram AdsAds Manager report: Dec 2021 – Jan 2025Home Decor & Furniture
Build a plan like thisReplay the campaign
Replay availableCase file · Dec 2021 → Jan 2025

1,412,782 engagements

total Instagram engagement from the campaign

134,709clicks
6.41%engagement rate
91%of engagements on smartphones
Watch the campaign replay6 stops, from the starting point to the result
Results at a glance

Results at a glance

For a luxury kitchen accessories retailer in Amman, AlGurus ran Instagram Ads built to make people take part, not just scroll. The campaign drove 1,412,782 engagements against a 200K–500K benchmark, 134,709 clicks against 15K–40K, and a 6.41% engagement rate against a 0.5–1.5% average for luxury brands. Arabic culinary stories increased shares by 73%, poll stickers generated 2,339+ comments and triggered 3x organic reach, and chef collaborations increased follower trust by 68%.

From the dashboardMeta Ads Manager
Meta Ads Manager page engagement and clicks by campaign objective: Engagement 1,230,513 engagements, Sales 117,426, Awareness 51,483 and Traffic 13,360, with 99,888 clicks from Sales campaigns at 3.91% CTR.
Page engagement and clicks by objective
Total engagement
1,412,782vs 200K–500K benchmark, 182–606% higher
Clicks
134,709vs 15K–40K benchmark, 237–798% higher
Engagement rate
6.41%vs 0.5–1.5% luxury average
Shares
+73%from Arabic culinary narratives
Poll comments
2,339+triggering 3x organic reach
Mobile
91%of engagements came from smartphones
01 · The challenge

Getting a luxury brand answered, not just admired

The client is a luxury kitchen accessories retailer in Jordan, centred on Amman. Its objective was to grow Instagram engagement sharply and build brand authority. The products looked beautiful; the problem was that beautiful is what everyone in the category posts.

Low benchmark engagement

The industry average engagement rate for luxury brands is only 0.5–1.5%. Premium audiences tend to look, not interact.

Content saturation

Jordan’s home goods market is crowded, and feeds are full of polished product shots that all look alike.

Audience passivity

The real task was turning scrollers into active participants who comment, share and visit the profile.

02 · The strategy

A hyper-targeted engagement engine

We designed every ad to invite a response. The creative told stories buyers could see themselves in, the formats asked them to take part, and the targeting made sure those people were the ones who buy premium home goods.

ObjectiveGrow Instagram engagement and brand authority for a luxury kitchen accessories retailer in Amman.

Pillar 1

Aspirational Arabic creative

Carousels showing products in Amman villas and slow-motion videos of artisan craftsmanship, with Arabic culinary stories in the copy.

Pillar 2

Interactive ad formats

Poll stickers and “Swipe Up” recipe guides featuring celebrity Jordanian chefs, so every ad had a reason to tap.

Pillar 3

Precision targeting

Lookalike audiences of premium home goods buyers, with a geo-focus on Abdoun, Sweifieh and Dabouq.

The three pillars fed each other. Polls produced comments, comments told Instagram’s algorithm the content was worth showing, and organic reach tripled on top of the paid reach. Chef collaborations added the trust that luxury needs, and neighbourhood targeting kept the quality of that engagement high.

03 · Execution, replayed

Press play: from scrollers to participants

Drag the timeline or press play. Each stop shows what we did and the number it moved, and the results board fills as you go.

6 / 6
Starting point

Beautiful products, a passive audience

Luxury brands on Instagram usually get admired, not answered. The retailer was also competing in Jordan’s crowded home goods market, where feeds are full of similar product shots.

  • Low benchmark engagement for luxury brands
  • Content saturation in Jordan’s home goods market
  • Audience passivity: people scroll past
The bar to beat

0.5–1.5%

average engagement rate for luxury brands

Luxury avg (high)1.5%
Luxury avg (low)0.5%
Step 1 · Creative

Arabic stories set in Amman villas

We placed the products where buyers imagine them: in Amman homes. Carousels showed the pieces in villa kitchens, slow-motion videos showed the craftsmanship, and the captions told Arabic culinary stories.

  • Carousels showing products in Amman villas
  • Slow-motion videos of artisan craftsmanship
  • Arabic culinary narratives in the copy
Metric it moved

+73%

more shares from Arabic culinary narratives

Step 2 · Interaction

Poll stickers that ask for an answer

A poll is an easy first step from watching to taking part. Every vote and comment told the algorithm the content was worth showing to more people.

  • Poll stickers in the ads
  • Comments as a signal for the algorithm
  • Organic reach on top of paid reach
Metric it moved

2,339+

comments from poll stickers, triggering 3x organic reach

Step 3 · Partnerships

Recipe guides with Jordanian chefs

Kitchen products are easier to want when someone you trust is cooking with them. We added “Swipe Up” recipe guides featuring celebrity Jordanian chefs.

  • “Swipe Up” recipe guides
  • Collaborations with celebrity Jordanian chefs
Metric it moved

+68%

follower trust from chef collaborations

Step 4 · Targeting

Lookalikes in Amman’s affluent districts

Engagement only matters if it comes from people who could buy. We built lookalikes of premium home goods buyers and focused on three affluent neighbourhoods.

  • Lookalike audiences of premium home goods buyers
  • Geo-focus on Abdoun, Sweifieh and Dabouq
Metric it moved

134,709

clicks, vs a 15K–40K benchmark

This campaign134,709
Benchmark (high)40K
Result

1.4M+ engagements at a 6.41% rate

The campaign turned passive scrollers into active participants, almost all of them on their phones.

  • 1,412,782 total engagements
  • 6.41% engagement rate
  • 91% of engagements from smartphones
Total engagement

1,412,782

engagements vs a 200K–500K benchmark

The Meta Ads Manager report covers 18 Dec 2021 – 18 Jan 2025; the case gives no dates for each phase. The stops follow the order of the work; they are not dated milestones.

Is your luxury brand admired but ignored?

A 30-minute strategy call. We look at your Instagram content and ads and show you which formats would get your audience to take part.

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04 · The results

Engagement far beyond the luxury benchmark

The comparisons below are against the industry benchmarks quoted in the case, not before-and-after figures.

Engagement rate

This campaign vs luxury brand average

327–1,182% higher

Clicks

Clicks to the profile vs benchmark

237–798% higher

Where people engaged

Share of engagements by device

91% mobile

In total the campaign drove 1,412,782 engagements, against a 200K–500K benchmark. Arabic culinary narratives increased shares by 73%, poll stickers generated 2,339+ comments and triggered 3x organic reach, and chef collaborations increased follower trust by 68%. Focusing on Amman’s affluent districts kept the engagement coming from the right people, and the 134,709 clicks are high-intent traffic for the brand.

Results vs industry benchmarks
MetricResultIndustry benchmarkDifference
Total engagement1,412,782200K–500K182–606% higher
Clicks (all)134,70915K–40K237–798% higher
Engagement rate6.41%0.5–1.5%327–1,182% higher
Platform screenshots

Proof from the platforms

Real screenshots from the ad, analytics and store accounts behind this case. Client names and account details are not shown. Open any screenshot to see it full size.

  • Meta Ads Manager page engagement and clicks by campaign objective: Engagement 1,230,513 engagements, Sales 117,426, Awareness 51,483 and Traffic 13,360, with 99,888 clicks from Sales campaigns at 3.91% CTR.
    Meta Ads ManagerPage engagement and clicks by objective
05 · What we learned

Three lessons for luxury brands on Instagram

Tell a story people can live in

Products in Amman villas with Arabic culinary stories were shared 73% more. Context sells luxury better than a studio shot.

Ask for a response

Poll stickers turned viewers into participants: 2,339+ comments and 3x organic reach on top of paid.

Borrow trust from experts

Recipe guides with well-known Jordanian chefs increased follower trust by 68%.

Why Instagram Ads for luxury in Jordan

Visual proof. Luxury is bought with the eyes first, and Instagram is built for it.

Mobile dominance. 91% of engagements in this campaign came from smartphones, so creative was made for the phone screen.

Trust economy. Collaborations with trusted local voices make a premium brand feel familiar.

Services used

The team and tools behind this case

Instagram AdsEngagement campaign, polls, lookalikesMeta AdsAudience building and geo-focusContent CreationVilla carousels and chef recipe guidesReels ProductionSlow-motion craftsmanship videos
Platform & partners
Google PartnerPremier 2026MetaBusiness PartnerShopifySelect PartnerSallaPartner

Built by a Google Premier Partner, Meta Business Partner, Shopify Partner and Salla Partner agency in Amman: $28M+ in ad spend managed, 75+ Shopify stores delivered, 120+ brands served. Google Premier Partner: Top 3% of Google Partners in the World.

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FAQ

Questions about this case

What engagement rate did the luxury kitchen campaign reach?

6.41%, against an average of 0.5–1.5% for luxury brands. That is 327–1,182% higher.

How many engagements and clicks did the campaign get?

1,412,782 total engagements (benchmark 200K–500K) and 134,709 clicks (benchmark 15K–40K).

What made people engage instead of scrolling?

Three things: Arabic culinary stories set in Amman homes (shares up 73%), poll stickers that generated 2,339+ comments and 3x organic reach, and recipe guides with celebrity Jordanian chefs (follower trust up 68%).

Why focus on engagement for a luxury retailer?

The objective was brand authority in a crowded home goods market. Engagement from the right people, here lookalikes of premium home goods buyers in Abdoun, Sweifieh and Dabouq, builds that authority and sends high-intent visitors to the profile.

Do you run Instagram Ads for other luxury home brands?

Yes. For a lead-focused example, see our Instagram Ads case for a luxury furniture retailer in Amman, which generated leads through Instagram DMs.

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