209 qualified leads in seven days of lead ads

facebook lead ads split testing email nurture fmcg activation
Proctor & Allan
client

Proctor & Allan

sector

fmcg · cereals & nutrition

01 · the challenge

Proctor & Allan, one of Kenya’s heritage cereal and nutrition brands, was running the Lishe Poa Challenge — a nutrition activation that needed real, qualified applicants, fast. The audiences were distinct: academics with a professional interest in nutrition, and foodies who live the lifestyle. With a seven-day flight, there was no room for a slow ramp — the campaign had to find what converted within days and pour the budget there.

02 · the approach
audience split test Two opening campaigns testing the distinct audiences — academics and foodies — head to head, before committing spend.
native lead ads over traffic ads Facebook Lead Ads with reduced form fields out-performed traffic-to-form campaigns — the user journey stayed ‘natively’ inside Facebook and Instagram, and conversion followed.
general campaign for scale A broad third flight ensured full spend, maximum reach and the most efficient path to remaining leads.
mailchimp nurture step An email broadcast moved lead-ad applicants to the full Google Form — and taught us the lesson we now design around: keep forms short, keep journeys native.

the results

03 · the outcome
209

qualified leads in a seven-day flight

$4.30

average cost per lead on US$ 900.57 total spend

464K

people reached, with 687,660 impressions

2,933

link clicks into the challenge journey

Seven days, two audiences, one clear lesson — test fast, follow the data, and keep the journey native

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