The Brief
Samsung partnered with MTN Group, Africa’s largest mobile network operator to increase device sales, expand campaign reach and strengthen social media engagement across key markets.
Involvement
Our Strategy
We balanced branded and generic search terms using real-time performance signals to expand reach while maintaining ROAS efficiency. Investment was focused on Samsung A, S and Z series offers that aligned directly with MTN’s commercial and promotional priorities. Using first-party data and AI-driven similarity modelling, we identified high-intent shopper segments and scaled them across markets. Search and social activity was unified under one coordinated framework to ensure consistent messaging and a smoother path from awareness to conversion
Our Approach
Predictive AI models shifted spend toward the highest-performing device and combo segments in real time, reducing CPC to just $0.02. Automated testing and rotation prioritized strongest performing creative assets, ensuring the most effective messaging consistently led delivery. Real-time bid and keyword adjustments were powered by proprietary AI tools that captured peak demand moments and minimized efficiency loss. Campaign learnings were extended across MTN’s social channels, driving stronger engagement and increased in follower growth
