Conquering Social Media in Africa: How Unconventionality delivered 3X ROAS! 📢🌟
In a social media world dominated by half-naked girls, crypto bros, and arm-chair specialists stealing all the social media glory, how on earth can brands compete for attention?
Back in May 2023, a mushrooming tech company hired me for a consulting gig, entrusting me to revamp their marketing and surpass their current expectations. Armed with a limited budget, no marketing staff, and a minimal social media presence, I hit the ground running. I was to do “anything” to secure victory!
✨ Two months later, after deploying my unconventional tactics, the results began pouring in — results started pouring in, like a well-oiled machine, firing on all cylinders. The excitement was palpable as we witnessed the power of our unique strategies in action. ✨
😬 However, amidst this triumph, a lingering question plagued my mind: Why didn’t our return on ad spend (ROAS) reach the dizzying heights I envisioned? Each time I opened my laptop to scrutinise the numbers, a twinge of discomfort washed over me. Was it the ad copy? The targeting? Or perhaps an issue with the landing page?
A meager 2X or 3X ROAS simply wouldn’t suffice — I hungered for something greater, something extraordinary. I yearned to dominate the scene, not settle for mere wins! 😬
So why weren’t we conquering the social media landscape?
🤔 It turned out that our competition emerged from the most unexpected sources — far from our industry peers or big tech giants with their colossal ad budgets. No, it was the unmistakable, the seemingly obvious contenders that stole the show.
💃 Picture this: amidst running social media ads and managing online presence, our true rivals turned out to be the crazy cousin posting scandalous thigh pics, the mesmerizing kid brother with mind-blowing dance moves, and even the infamous “crypto bro” boasting overnight millions while soundly asleep. And let’s not forget those adorable cat videos too! 🐱
😱 How on earth could our social media content carve out a place amidst this chaotic timeline of confusion? How could we capture even a sliver of our target audience’s attention when it was whisked away by the mundane yet captivating allure of slay queen thighs? It was a challenge that demanded a fresh perspective, unconventional strategies discarded by the norm, to achieve remarkable outcomes. 😱
💡 So we took a leaf out of the playbook of brands like Mountain Dew, Canva, and even some mischievous alcohol companies — these seemed to have cracked the code by infusing their content with a sprinkle of humor and ingenuity. They embraced the madness, leaving their audience in stitches and craving for more.
It was time for us to join the ranks, to unleash our unique brand of wit and charm, captivating our audience one irresistible post at a time! 💡
And oh boy-did it work.
We infused our content with creativity and audacity and deployed a dose of madness. We had nothing to lose. We had one data point to milk and so we did. We re-wrote the rules. From Tiktok to instagram reels, we dug deeper. We threw away textbook theories and hammered deeper into our own rules.
If big brands are doing it, why not us?
It’s the audacity of unconventionality.
