Carex Car Wash
From a car wash to a brand people talk about. A complete content system and visual identity across Facebook, Instagram and TikTok, running since March 2025.
- Months, still running
- 18+
- Platforms managed
- 3
- Designs in the archive
- 100+
- Posts planned / month
- 8 to 10
There's a difference between washing your car and caring for it.
The client
Carex is a car wash on Manial Museum Street in Cairo, specialising in complete car care: exterior and interior wash, polishing, upholstery cleaning, headlight restoration and engine cleaning. The service was strong from day one. The gap was perception. Customers could not see the difference between a wash and real car care, and that single distinction became the foundation of every piece of content we produced.
The challenge
Cairo's car wash market is crowded and visually identical. Customers genuinely cannot tell one place from another. The brief was never to post more. It was to give people a reason to choose Carex.
Most competitors post generic service photos with no consistent identity and no distinct message.
Customers do not know the difference between a wash, a polish and sanitising, so a higher price feels unjustified.
Washing your car is endlessly deferred. Content had to create a reason to act now, not just build awareness.
Results were needed on a modest daily spend, meaning organic content had to carry most of the weight.
Scope of work
The engagement expanded naturally. It began with organic content management, then documented monthly planning once the visual system was established, and finally paid advertising.
- 01 Content strategy
- Defining content pillars, distribution ratios and the brand's tone of voice.
- 02 Monthly planning
- A documented content calendar signed off before each month, with publishing times per platform.
- 03 Copywriting
- Egyptian-colloquial captions with a hook in the first line and a fixed booking CTA.
- 04 Graphic design
- Designing every post, carousel and story within one unified visual system.
- 05 Platform management
- Publishing, scheduling and community management across Facebook, Instagram and TikTok.
- 06 Paid media
- Building a TikTok ads plan with a defined targeting structure and performance KPIs.
The strategy
Instead of selling a service, we built awareness of a problem. Every educational post makes the customer look at their own car and spot the issue themselves, at which point Carex is not selling to them, it is solving for them. That is why education, not offers, is the largest content pillar.
The audience
Employees and business owners across Cairo and Giza, concentrated around Manial. They will pay more for quality.
They connect their car's condition to their personal and professional image. Content that touches this drives the highest engagement.
An inherently deferred decision, triggered by offers, occasions and before and after proof. Highly responsive to humour and trends.
Content pillars and the 70 / 20 / 10 rule
Every post belongs to a defined pillar with a specific objective. Nothing gets published just to fill the calendar. The ratio is what stopped the page becoming an offers catalogue: people follow because they get value, so when an offer lands, it lands on a warm audience.
Every platform has a different job
Widest local audience reach. Offer posts and competitions, long educational carousels, awareness content.
High-quality visual content, daily Reels and Stories, lifestyle and premium look, close-detail before and after.
Trends and fast-cut content, before and after videos, car wash ASMR, comedy, POV and challenges.
The visual system
We built a documented visual system, with colours, type, dimensions and explicit do's and don'ts, so any new design reads as the same brand at first glance.
- Typefaces
- Cairo Black, Tajawal Bold, Inter uppercase.
- Safe zone
- 80 to 100 px on a 1080 px canvas. Text never approaches the edge.
- Logo
- A fixed position per campaign, 120 px minimum, always on a clean area.
- Text hierarchy
- Three levels maximum: hero, headline, body.
- Alignment
- Arabic right, English labels left, promotions centred.
- Effects
- Dark overlay 20 to 40% only. No bevel, neon or heavy glow.
- Hard rule
- No image may look like stock or AI-generated. Real photography only.
The TikTok ads plan
Once organic content had built an engaged base, we built a TikTok paid plan targeting direct bookings on a daily budget under 500 EGP, with a three-group targeting structure and four creatives in A/B testing.
Followers, prior engagers, profile visitors, and anyone who watched over 75% of a video.
Cars and automotive and car care interests, ages 22 to 45, Cairo and Giza.
A 1% lookalike of engagers, activated after day 7 once enough data has accumulated.
The outcome
The most meaningful result in any long engagement is that it is still running. Carex started with us in March 2025 and has not stopped, which is a more honest indicator than any single number.
From March 2025 to today without interruption. Performance is what renews a retainer.
Any post from the archive is recognisable as Carex before you see the logo.
A documented monthly brief keeps execution fast and quality stable regardless of who is producing.
The engagement grew from organic content to documented planning to paid advertising.
100+ designs covering every service, season and occasion.
Customers now distinguish a wash from a polish from sanitising, which is what justifies the price.
This study presents the qualitative results documented in the work archive. Detailed performance figures for reach, engagement and bookings are available on request from the client's accounts.
Selected work
Educational carousels, before and after proof, relatable everyday moments, time-bound offers, and the seasonal campaigns, all inside one visual system.
Why this work worked
- A system, not posts
- Content was part of a system with pillars, ratios and rules, not disconnected monthly ideas.
- Teach before selling
- 70% value content meant the 10% of offers always landed on a prepared audience.
- The audience's language
- Egyptian colloquial and real situations. No stiff ad-speak, no inflated promises.
- Real photography only
- An explicit rule: no stock, no AI-generated imagery. Audiences feel the difference.
- Every step documented
- A written brief each month made the client a partner in the decision, not just a recipient.
- Evolution over time
- The strategy shifted with seasons and results, not one plan repeated for 18 months.