The challenge
Samsung and MTN wanted to sell more devices, reach more people and grow social engagement in key African markets.
What we did
We balanced brand and general search terms on live signals. We put money behind the Samsung A, S and Z series offers that mattered most to MTN. We found high-intent shoppers with first-party data. Search and social ran as one funnel.
The result
CPC was US$0.02, against US$0.12 planned. CTR (click-through rate) peaked at 15.2%. Combo device sales rose 39%, against a 20% ask. GMV (gross merchandise value) grew 50% and ROAS (return on ad spend) came in 24% above commitment.
