Client Overview
The client is a brand in the cocoa production industry looking to increase product orders and reach a specific target audience.
Campaign Objective
The primary goal of the campaign was:
- Increase the number of orders
- Reach 2,600 new users
Campaign Details
- Campaign Type: Performance campaign
- Duration: 1 month
- Channels Used: Display and social media
- Ad Formats: Programmatic ads (banner and native)
- Data Utilization: 1st and 3rd party data
- Technology: Lookalike audience targeting
Target Audience
The campaign targeted audiences based on income, interests, and business needs in Abuja, Nigeria. The audience was segmented into three groups:
- Entrepreneurs & Small Pastry Shop Owners
- Regularly purchase cocoa for production.
- Require a stable supply for monthly orders.
- Hobbyist Bakers & Cooking Enthusiasts
- Purchase confectionery products irregularly.
- Willing to spend on high-quality ingredients when inspired by a recipe.
- Coffee Shop Owners & Managers
- Small-scale culinary production requiring fresh, high-quality ingredients.
Each segment was further refined by gender, age, and location for delivery feasibility.
Campaign Strategy & Execution
- Custom Audience Segmentation
- Utilized 1st party data from the client and 3rd party data from partner companies to create precise audience segments.
- Media Strategy
- Developed English-language banners and native ads placed across relevant websites and social networks.
- Introduced a 10% discount for first-time purchases within the first week.
- Retargeted existing customers to boost repeat purchases.
- Technology & Optimization
- Bid Factors Optimization: Budget redistribution based on engagement metrics.
- Lookalike Audiences: Identified and targeted users similar to the primary audience for improved conversion rates.
Results & Performance Metrics
The campaign successfully exceeded client KPIs:
- Number of Orders: 73 (achieving growth in purchases)
- New Users Reached: 2,651 (exceeding the 2,600 goal)
- Ad Viewability Rate: 92.19% (indicating strong ad placement and audience interest)