Allan Gray Orbis Foundation

Industry: Non-profit Organisations

Year: 2021 – 2023

Project Type: Social Media Marketing Campaign

Scope

Social Media Marketing

Google Ads

Campaign

Project Overview

The challenge

In 2021, 2022, and 2023, Cheymaxim assisted the Fellowship team in gearing up their digital campaign to raise awareness amongst potential applicants within specific target provinces of South Africa and in lower quintile schools. The primary goal was to increase the amount of application submissions compared to previous years, especially from eligible black candidates.

The solution

We crafted a comprehensive digital marketing strategy that used both organic and paid social media to maximise the amount of digital interactions and engagements with the target audience, directing them to the website landing page to apply. The plan emphasised tailoring communication and updating the campaign’s appearance to appeal to the unique target audience. We also used precise targeting for paid ads to reach the right candidates.

The result

Social media engagements represent a key metric in measuring the awareness raised about the opportunity by the campaign. In 2021, our efforts generated 52,124 such engagements, and these numbers increased year-on-year, with an 82.9% growth over the three campaigns. Precise audience targeting resulted in a notable 9.4% rise in application submissions from eligible black candidates between 2021 and 2023. Furthermore, the return on investment (ROI) for paid social media improved significantly, with the cost per click decreasing from R1.98 in 2021 to R0.44 in 2023, marking a remarkable 227% increase in ROI across the campaigns.