Case Study

Before

The client is a company that sells construction-related software and tech solutions in the MENA region.

The Details

Though the client is primarily based in the UAE, they want to expand in a big way into the Saudi market. Their star products are two major softwares, one for CAD and the other for construction takeoff, and they want to focus their campaign on the takeoff software first.

The Challenge

The construction market is slowly turning to digital solutions for what was a paper-based process. Two problems have to be tackled

Sensitising the market to the benefits of digitisation

Selling the software solution to them

The Strategy

Our strategy for the client was divided into two phases

Brand Awareness Campaigns

We planned and successfully ran brand awareness and traffic ads to the company’s website and social media platforms. This is supported by consistent social media posts and blog posts that sensitise the viewers to the benefits of using software in construction and also emphasise the benefits of the specific software in particular.

Software Campaigns

After the brand awareness campaign, we launched the takeoff software campaign exclusively in the Saudi region.

Additional Campaigns

FREE Arabic Webinar

As many in the target user demographic are Arabic speakers, a campaign was run for a FREE Arabic webinar on the takeoff software

Discount Campaigns - Social Media

Parallelly on social media, two discount offers were announced:

Year-End Offer: 2 or more licences @ 20% off, 10 or more licences @ 25% off offer ending 31st Dec 2022.

Ramadan Offer: 10% discount during the month of Ramadan

The Results

Total Ad Spend

AED 22,136

Brand Awareness

AED 1,758

Lead Generation

AED 20,378

Total No of Leads

237

Total No of Impressions

2,372,836

Leads Converted to Demo

77

Leads Still in Progress

85

Average Cost per Lead

93

The Conclusion

With a combination of brand awareness and lead generation ads, we have helped our client to break ground in a totally new market to them.

Thanks to the brand awareness campaigns, their social media demographics show a continued trend of viewers from Saudi.

We have increased their social media following and reach in the region and also generated awareness about their entire product portfolio in the region.

The Takeaways

We need to trust the process and be patient with the brand awareness and campaign testing phases till we optimise the ads to get quality leads

The performance marketing process gives better results when the sales team quickly contacts generated leads before they turn cold.

Even a successful campaign needs continual monitoring and optimisation whenever the lead cost starts going up or the quality of leads starts coming down.

We learned that there is a high probability of junk leads in the construction sector.

A brand awareness campaign before the lead campaign ensures that the social media posts remain continued touch points and keep educating the audience about the need for the product even as the lead generation campaigns are targeting them.

Using existing customer data helps in targeting a lookalike audience and generating high-quality leads.

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