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Case Study: Effective Paid Social Campaign Management for Ginyaki Restaurant

Project Overview

As part of Ben Daood Studios, I had the opportunity to work with Ginyaki, a renowned continental restaurant based in Islamabad. The goal was to enhance their online presence and reach through creative and optimized digital campaigns on Meta platforms (Facebook and Instagram). As part of our broader initiative, we aimed to manage and improve their paid social media campaigns to maximize engagement and reduce costs.

Objective

The primary focus for Ginyaki’s digital campaigns was to maintain and optimize the success of their paid social efforts while lowering the cost per engagement (CPE). This project’s aim was to boost customer interaction and brand awareness at minimal costs, ensuring their campaigns performed better than industry peers.

Approach

Managing Ginyaki’s paid social media campaigns required a blend of creative content strategies and performance optimization. Key actions included:

  • Creative Campaign Development: We designed visually appealing and engaging creatives tailored for Meta platforms, ensuring they aligned with Ginyaki’s brand identity.
  • Targeted Audience Refinement: Utilizing Meta’s advanced audience tools such as Lookalike Audiences and interest-based targeting to capture the most relevant audience.
  • Ad Performance Optimization: Implemented ongoing monitoring and adjustments of bids and ad placements, ensuring the campaign stayed competitive in real-time.
  • Multi-Platform Strategy: Running integrated campaigns across Facebook and Instagram to reach a broader audience while maintaining consistency in messaging and brand tone.

Results

Our creative and strategic efforts led to excellent performance results, consistently delivering low CPE in comparison to industry benchmarks. The results were achieved without any substantial budget increase or extra effort from the client’s end.

Here are some of the highlights:

  • App Launch Promo – Instagram (2nd August – 3rd September 2023)
    • CPE for this ad set was Rs 0.18, which was 66% lower than the industry benchmark of Rs 0.51.
  • World Cup Ad Set – Facebook (14th October – 10th November 2023)
    • The CPE achieved was Rs 0.20, 76% lower than the peer ad set average of Rs 0.83.
  • World Cup Ad Set – Instagram (14th October – 10th November 2023)
    • CPE for Instagram was Rs 0.23, 72% lower than similar ad sets with an industry average of Rs 0.83.

These significant results showcased my ability to outperform similar campaigns in the industry, effectively boosting Ginyaki’s engagement levels at a fraction of the cost.