The primary objective of this campaign was to establish a strong digital foundation for Bajooun by driving measurable sales through Meta advertising, even in the absence of a website. The campaign aimed to build brand credibility and trust, making sure the audience perceived Bajooun as a reliable and professional retailer.
As the client’s website was developed and prepared for launch, the objectives expanded to include driving high-quality traffic to the site, enabling the brand to capture sales across both WhatsApp and the newly launched website.
By setting clear objectives for each phase, we were able to maintain consistent performance while laying the groundwork for scalable long-term growth.
Launching and optimising Paid Social campaigns for Bajooun presented a unique set of challenges, primarily due to the client’s initial reliance on WhatsApp sales and the absence of a website. Without a dedicated website, traditional metrics such as landing page views and conversions were unavailable. This required us to design campaigns that could deliver ROI directly through WhatsApp while still building trust with the audience.
Another challenge was the phased nature of the campaign. As the strategy evolved from WhatsApp-only sales to website-driven conversions, we had to ensure continuity across both phases. Maintaining consistent messaging and engagement while gradually shifting focus to the website required careful planning and flexible campaign management.
Finally, Bajooun’s digital presence lacked a cohesive brand identity across social platforms. To build credibility and trust, we developed a consistent brand look and feel, aligning visual and messaging elements across all channels.
By addressing these challenges strategically, we were able to generate meaningful results, strengthen the brand’s online presence, and establish a scalable foundation for future growth.
Our campaign strategy was designed to deliver ROI from the start, even before Bajooun’s website was live. Recognising that the client initially relied solely on a WhatsApp catalogue for sales, we structured the approach in phases that could evolve as their digital ecosystem matured.
In the pre-website phase, we focused on awareness and trust-building. We launched Page Like campaigns to grow credibility and reach, paired with awareness campaigns highlighting Bajooun’s unique selling points. At the same time, we activated WhatsApp-focused ads to directly drive enquiries and sales, ensuring immediate return on ad spend while the website was still under development.
Once the website launched, the strategy evolved. With a credible online presence now in place, we introduced traffic campaigns to drive high-quality landing page views. This was critical in shifting consumer perception, establishing Bajooun as a trustworthy online retailer while opening a second sales channel through the website. From here, our focus expanded to conversion optimisation, where we could track and measure key sales actions.
Throughout this evolution, we did not abandon WhatsApp sales. Instead, we maintained WhatsApp campaigns alongside website-focused ads, providing multiple purchase pathways for customers. This dual-channel approach maximised ROI while providing resilience, as customers could choose their preferred buying method.
By phasing the strategy, we created a sustainable foundation for long-term growth while delivering consistent results at every stage of the client’s digital journey.
Integration with Organic Social
Paid Social campaigns for Bajooun were closely aligned with Organic Social efforts to maintain a consistent and credible brand presence across all touchpoints. While Paid Social focused on driving traffic, conversions, and ROI, Organic Social strengthened brand perception through cohesive visuals, active community management, and trust-building initiatives.
This alignment meant that audiences interacting with paid campaigns were already familiar with the brand’s look, messaging, and credibility, increasing the likelihood of engagement and conversions. The two channels worked synergistically, with Organic Social reinforcing Paid Social messages, addressing audience queries, and maintaining community trust, ultimately amplifying the impact of our overall digital strategy.
During the first six months of this strategy, even before the website launch, we were already able to increase messaging conversations started via WhatsApp by 46.3%, demonstrating immediate ROI through direct sales. Our campaign strategy transitioned from an initial website launch phase into a fully optimised traffic and conversion approach. This allowed us to not only capture valuable website activity but also continue leveraging WhatsApp campaigns to generate parallel streams of purchases.
These advancements paved the way for strong performance growth, with results showing significant improvements across key conversion metrics.
By comparing the initial three months after website launch (February–April 2025) to the most recent three months (May–July 2025), we observed the following increases.
Primary Goal – Website Traffic & Conversions:
Supporting Goal – Multi-Channel Sales:
