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TYPE:

Performance campaign

CLIENT:

A brand of cocoa production

CAMPAIGN DURATION:

1 month

TASK:

To increase the number of orders, reach the target Audience

Campaign Details

GOAL: to increase the number of orders, reach target audience

TARGET AUDIENCE

GEO: Abuja

Income: Average, above-average

Segment 1: Entrepreneurs, owners of small pastry shops, use cocoa in production and regularly order products for a month.

Segment 2: People who enjoy cooking as a hobby. Buy confectionery products for making dishes both for themselves and on order. They do it

irregularly, but if see an interesting recipe, they don’t spare money on quality ingredients and, therefore prefer to order from trusted brands.

Segment 3: Owners and managers of coffee shops with small culinary production. The range of products is usually small, in small quantities, but

always fresh and made with high-quality ingredients.

All segments were also divided into subgroups by gender, age and available geolocation for delivery.

Interests: Food, cooking, desserts, drinks, cocoa, coffee, natural products, home-made production, cakes.

KPI

  • To increase the number of orders
  • To reach 2600 new users

THE SOLUTIONS

Programmatic ads: banner and native

Channels: display and social

1st and 3rd party data

Look-a-like

The Solution

1. Custom segments

Firstly, in order to form the custom segments we used 1st party data from our client and 3rd party data from partner companies.

2. Media Strategy

The main goal of our client was to increase the number of orders. Banners and native ads were

created in English and shown on various websites in the user’s interests and social networks.

We showed the special offer with a 10% discount for the first purchase within a week and

reminded the current customers about the client’s products and encouraged the target

audience to buy goods.

3. Technology for automatic optimization of programmatic strategies

Bid Factors automatic optimization technology – budget redistribution according to those

parameters that showed higher user engagement in advertising.

4. Look-a-like

Technology Look-a-like allowed us to find out the audience familiar to our primary targeted

Audience.

Case Study: Programmatic Campaign for Cocoa Production Brand

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:

  1. Entrepreneurs & Small Pastry Shop Owners

    • Regularly purchase cocoa for production.
    • Require a stable supply for monthly orders.

  2. Hobbyist Bakers & Cooking Enthusiasts

    • Purchase confectionery products irregularly.
    • Willing to spend on high-quality ingredients when inspired by a recipe.

  3. 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

  1. Custom Audience Segmentation

    • Utilized 1st party data from the client and 3rd party data from partner companies to create precise audience segments.

  2. 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.

  3. 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)