How the Yellow Smartphone Loan digital campaign sold over 500 smartphones with above $100, 000 in Revenue.

The Yellow Smartphone Loan digital advertising campaign generated over 4, 000 online leads that resulted in over 500 smartphone sales with above $100, 000 sales revenue from offline Merchant Shops within 6 months.

  • 4000+ Online Leads
  • 500+ Smartphone Sales
  • $100, 000+ Sales Revenue

Background

Yellow is a Microfinance Firm in Malawi that works through a distributed network of sales agents known as Merchant Business Owners (MBOs) to provide pay-as-you-go loans for various products including smartphones.

The smartphones are sold from offline Merchant Shops recruited and managed by the Sales Agents.

We were engaged by one of the MBOs in Blantyre, Malawi, to help in increasing phone sales from Merchant Shops under his control.

1

The Challenge

Smartphone sales in the Merchant Shops were very low with only 20 phones sold in two months against a target of 40 smartphone sales per month.

2

The Solution

Implementing a digital advertising campaign aimed at generating leads to increase phone sales in the Merchant Shops.

3

The Approach

Developed a marketing plan for the digital advertising campaign; clearly defining the business goals, the campaign objectives, strategies and tactics; including the KPIs of how the campaign will be measured.

4

Business Goal

The main goal was to increase the sales of smartphones in three merchant shops under the control of the Merchant Business Owner.

Campaign Objectives, Strategies & KPIs

The main campaign objective was generating leads to increase phone sales in the three merchant shops.

Campaign Strategies

The campaign mainly involved:

A landing page for lead generation.
Facebook advertising for traffick acquisition.
Analytics for data collection and campaign optimization.

Key Performance Indicators (KPIs)

There were mainly two KPIs:

Conversion Rate (from the landing page).
Number of phones sales (from the 3 merchant shops).

The following metrics were also being monitored:

Impressions and Reach from Facebook advertising.
Number of website sessions / users.
Landing page engagement rate.
Amount sold (in kwachas) from the merchant shops.
Yellow-Smartphone-Loan-Landing-Page

The Results

The Yellow Smartphone Loan Digital Advertising Campaign generated over 4, 000 online leads that resulted in over 500 smartphones sales with above $100, 000 sales revenue from offline Merchant Shops within 6 months

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Web Sessions
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Online Leads
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Smartphone Sales
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Sales Revenue

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