Defining the suitable platform that your target audience uses is crucial in achieving a leads generation campaign. Savola World Foundation – the subsidiary of Savola Group – approached Hashtag Social media Agency to handle their social media accounts and to start immediately a leads generation campaign for their main program Yumnak, which in Arabic means “Your Right Hand”. This is a business assistance initiative which Savola World is providing to the society to help the small & medium enterprises (SMEs) to grow up and to give them free financial consultations, lectures lectured by expertise in business development and prepare them to meet potential investors. Such consultations would cost start-up owners approximately 70,000 SR, but as a goal to empower local suppliers and SMEs who deserve the opportunity to flourish in the food and retail sectors through expert guidance.
Hashtag’s objective at the beginning was to spread awareness about this initiative since it is new in the business world. Since the target audience were entrepreneurs, the right place where we need to spread awareness about Yumnak was on LinkedIn. The kpi on linkedin was 888 link clicks, with the main goal being driving traffic to the registration link to collect at least 100 qualified leads.
We divided the campaign strategy into 3 main stages. Starting with teasers to grab the audience’s attention, revealing the name of the campaign and its goal then a clear call to action. All three stages were prompted heavily on all platforms, as well as Google Ads.
We created over 75 posts and 18 videos that covered the interviews with the 10 finalist companies as well as a media coverage on all the lectures that were provided to the participants.
The Campaign results exceed all expected KPIs with 9 million impressions, 2 millions reach, 450,000 engagements, 470,000 video views. In addition, 5,738 link clicks on linkedin resulted in 126 leads of qualified companies. Even Before the end of the campaign, one of the participants succeeded in gaining a financial investment while another participant got a supply chain investment with one of the biggest supermarket chains in Saudi Arabia.
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