Background Story
Essential Mart is an importation and e-commerce company in Lagos, Nigeria. It all got started when Essential Mart was looking for social media advertising professionals to help them execute a profitable social media marketing campaign on their latest and trending products – Fuel Factor X ( a unique product that help vehicles and petrol engines generally reduce fuel consumption by 30-40%).
They got on instagram, searching for social media marketer that knows his onions and can help them generate the desired result – sales of their new product.
Services Used:
Below are the services employed by Essential mart, that brought the results I delivered for them;
- Marketing Consultation Services
- Social Media Advertising Services:
- Ads strategy
- Ads setup
- Ads management and optimization
- Ads reporting
The goal was to increase their brand awareness and then bring them more leads than they could convert into customers.
As the Digital Marketing Manager for Essential Mart, I was tasked with spearheading a social media marketing campaign for their latest product, Fuel Factor X.
Essential Mart, an importation and e-commerce company based in Lagos, Nigeria, aimed to increase brand awareness and drive sales for this innovative fuel-saving solution.
My primary objective was to execute a successful social media marketing campaign that would position Essential Mart as a trusted online merchant and generate leads for Fuel Factor X.
It was crucial to engage the target audience effectively and encourage them to consider purchasing our product.
To achieve our goals, I took the following actions:
- Conducted comprehensive marketing consultation services to gain insights into the target audience and define the campaign objectives.
Implemented social media advertising services, particularly focusing on Instagram, to reach potential customers efficiently. - Developed a compelling video marketing campaign showcasing product demonstrations and testimonials from satisfied users to build brand awareness and engagement.
- Utilized interest-based targeting to identify and reach individuals likely to be interested in fuel-saving solutions.
- Leveraged retargeting strategies to engage warm audiences who had previously interacted with the brand or viewed the video content.
- Integrated a dedicated customer support/sales assistant on WhatsApp to streamline communication and facilitate the conversion of leads into sales.
After 37 days of implementing our strategy, the results were remarkable:
Impressions: 249,116
Reach: 173,135 potential customers
Leads Generated: 1714
Return on Investment (ROI): 2x
What Made My Strategy Successful?
I created a video marketing campaign to create massive brand awareness and build warm audiences (using Product demonstration and Testimonial videos of past users of the product). Thus creating very warm audiences that were ready for retargeting.
I retargeted these warm audiences with conversion campaigns and a dedicated customer support/sales assistant that closes them into sales on WhatsApp (a platform mostly used by almost all Nigerians, for business and personal purposes).
By retargeting people who already knew about the brand and the product via the video marketing campaigns; it was easier to get them into the company’s whatsapp and get orders that made the campaign profitable to Essential Mart.
Results in 37 Days
Impressions = 249,116 impressions
Reach= 173,135 potential customers reach
Leads Generated = 1714
Return on Investment = 2x
Conclusion
Using interest-based targeting and video marketing has helped to bring in thousands of leads and sales that brought Essential Mart 2x their marketing expenses.
I achieved this by targeting people interested in something that could reduce their expenses on fuel.