Case study · Water Africa · Water solutions
Water Africa. 31,400 people reached in a week.
Blue Drop Friday, a Facebook campaign for Black Friday 2020, reached 31,400 people and sent 208 link clicks to Water Africa's page, WhatsApp line and website in seven days.
The result
One week of targeted ads reached 31,400 people.
Meta Ads Manager, Blue Drop Friday, 23 to 29 November 2020.
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31.4K
People reached
Unique people who saw a Blue Drop Friday ad.Meta Ads Manager, Blue Drop Friday, 23 to 29 Nov 2020
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66.2K
Ad impressions
66,238 in total, an average of 2.11 views per person.Meta Ads Manager, Blue Drop Friday, same period
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208
Link clicks
Visits sent to the Facebook page, WhatsApp line and website.Meta Ads Manager, Blue Drop Friday, same period
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85
Link clicks from farmers
The strongest of four audience groups.Meta Ads Manager, Blue Drop Friday, same period
The start
A Black Friday week with every competitor shouting.
In November 2020 Water Africa wanted its Blue Drop Friday specials in front of the people who buy water products: farmers, DIY builders, garden-project owners and plumbers.
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Aim
Be seen by the right buyers
Awareness among the four audiences who buy water products.
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Aim
Drive traffic to three places
The Facebook page, the WhatsApp line and the website.
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Aim
Prompt a direct response
A reason to click while the specials were live.
Farmers
DIY
Garden projects
Plumber projects
The work
One ad set per audience, and one carousel of specials.
Each group saw ads written for its own projects, and results were read as the week ran.
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Ad sets
Four audiences, four sets
Farmers, DIY, garden projects and plumber projects were each targeted by interest.
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Creative
Carousel ads of the week's specials
Built to be swiped and clicked, with the Blue Drop Friday name on every card.
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Tracking
Results read as they came in
Reach, impressions and link clicks were checked through the week.
The reading
Farmers and DIY builders drove most of the response.
Farmers produced 85 link clicks and DIY builders 70, together 155 of the 208. Audiences overlap, so the group figures do not add up to the total reach.
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Farmers
15,980 reached, 85 link clicks
The largest audience and the strongest response.
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DIY
14,416 reached, 70 link clicks
Close behind on response, with a lower frequency.
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Plumber projects
7,868 reached, 35 link clicks
A smaller group with a steady response.
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Garden projects
6,360 reached, 18 link clicks
The smallest audience, and the least response.
The outcome
One week of targeted carousel ads reached 31,400 people for Water Africa.
208 link clicks. Shoppers sent to the Facebook page, WhatsApp line and website.
Four audiences. Farmers and DIY builders gave three in four of the clicks.
Selected work
The same system. Built for three different markets.
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2.29M
search impressions
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Content built around how business buyers search took Brimco from almost no search visibility to 2.29 million Google impressions and 42,500 clicks in 14 months.
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1.9x
booking enquiries
SKL Group of Camps · Safari camps
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We rebuilt how SKL's camps sell, take payment and answer enquiries, then put search and paid social in front of it. Booking enquiries nearly doubled a year apart.
Read the SKL story
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