🧠 The Challenge:

In the previous year, iCan faced challenges in lead generation, securing only 42 leads at a cost of €16.7 per lead. The goal for 2024 was to improve these metrics by increasing the number of leads while reducing the cost per lead.

My Role:
As the performance marketing lead, I was responsible for:

• Creating a testing and scaling strategy
• Managing media buying and analytics
• Building audience segments and retargeting flows
• Optimizing campaigns weekly based on performance data
• Coordinating with the client and creative team

🚀 Approach

My team implemented a strategic digital marketing plan focusing primarily on Meta platforms (Facebook and Instagram), with limited testing on Google Ads. The approach included:​

• Creative Development: Crafting and testing various ad formats, with an emphasis on general creatives that showcased the overall camp experience rather than specific sessions.​
• Landing Page Optimization: Enhancing lead forms on the camp's website to streamline the user experience and improve conversion rates.​
• Post Promotion: Boosting high-performing organic posts to extend reach and engagement within the target audience.

📊 Key Results:

The 2024 campaign yielded significant improvements over the previous year:​

• Leads Generated: 89 leads obtained through lead forms, a 112% increase from 2023.​
• Cost per Lead (CPL): Reduced to €13.1, a 21.5% decrease compared to the previous year's €16.7.​
• Campaign Reach: The ads reached 104,035 users, focusing solely on the Russian-speaking community in Cyprus.​
• Social Media Conversions: 83 conversions were recorded on the website, with 24 directly attributed to social media links, indicating the effectiveness of promoted posts.​
• Ad Spend: Total expenditure on Facebook ads was €1,630, with an additional €357 allocated to post promotions.​

Insights

Creative Performance: General creatives outperformed session-specific ones, achieving higher click-through rates (CTR) and lower CPL. For instance, some general creatives achieved a CTR of up to 3.75% with a CPL as low as €2.97.​
Timing and Competition: The cost per conversion varied across months, with a notable increase in August due to heightened competition and reduced session availability.​
Channel Effectiveness: Google Ads did not yield the desired results, with high costs per click and no significant conversions, leading to the recommendation to discontinue its use in future campaigns.


✅ Conclusion:

The strategic focus on general creatives, optimized lead forms, and targeted post promotions significantly enhanced iCan Kids Camp's enrollment figures and reduced acquisition costs. These results underscore the importance of tailored digital marketing strategies in reaching niche audiences effectively.