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META ADS PERFORMANCE CASE STUDY

FarmShield Insurance Enrollment Campaign

Agriculture | Insurance

Intro

We crafted a campaign that motivated farmers to embrace FarmShield’s agro-meteorological services while securing their adoption through tailored farm insurance plans. This initiative seamlessly connected climate insights with financial protection, empowering farmers to safeguard their livelihoods and strengthening their long-term engagement with our services.

Goals

Drive Awareness & Engagement:
Position FarmShield’s agro-meteorological services as essential tools for climate-smart farming, attracting farmers to the campaign funnel through targeted outreach.

Convert Farmers into Service Users:
Guide farmers from the landing page to sign up for FarmShield’s agro-meteorological services, ensuring adoption of data-driven climate insights for better decision-making.

Facilitate Insurance Enrollment for Risk Protection:
Encourage farmers who adopted the agro-meteorological services to proceed with tailored farm insurance plans, securing both service loyalty and financial resilience.

Solutions

Targeted Ad Campaigns

Ran Facebook/Instagram ads tailored to farmers’ needs, highlighting how FarmShield’s agro-meteorological services help manage weather risks. We used simple, relatable language and visuals (e.g., floods, droughts, crop loss) that farmers could easily connect with.

Optimized Reach

Tested multiple ad sets (LPV, FOR, SOF, AW) to identify which creatives and targeting delivered the highest CTR and lowest CPC.

Facebook Marketing Services in Nigeria

Dedicated Landing Page

Directed ad traffic to a custom landing page with a clear call-to-action to sign up for agro-meteorological services.

Simplified Sign-Up Flow

Minimized form fields and used mobile-friendly design to make registration fast and easy for farmers.

Integrated Call-to-Action

After farmers signed up for agro-meteorological services, they were encouraged to enroll in tailored insurance plans with clear benefits (crop protection, financial safety net).

Boosted Insurance Enrollment

Made sign-ups more attractive by offering discounts and bonuses for early enrollment, while also sending timely email/SMS reminders and in-app prompts to encourage farmers who had signed up for agro-meteorological services but hadn’t yet completed their insurance registration.

campaign overview

The best-performing ad set was the LPV Campaign, achieving a reach of 2,835 with 324 link clicks and an impressive CTR of 10.55%, the highest among all sets. It also delivered the lowest cost per click at ₦20.65 and the most efficient cost per result at ₦21.42, making it the most effective and cost-efficient campaign.

Key Metrics:

  • Total Ad Spend: ₦49,839.57

  • Total Impressions: 39,627

  • Total Link Clicks: 977

  • Average Cost per 1,000 Impressions: ₦1,257.72

  • Average Cost per Click: ₦24.54

  • Cost per Action: ₦51.01

  • Overall Click-Through Rate (CTR): 5.13%

Key Metrics:

  • The campaign successfully reached 26,258 people with 39,627 impressions, ensuring strong visibility and awareness among the target audience. With a total spend of ₦49,839.57, the initiative achieved cost-efficient exposure within the set budget.

  • Engagement was impressive, generating 977 link clicks and 2,031 total clicks across all actions, resulting in an overall CTR of 5.13%, which is well above typical industry benchmarks. This reflects the campaign’s effectiveness in capturing interest and driving audience interaction.

  • In terms of cost efficiency, the campaign maintained an average CPM of ₦1,257.72 and an average CPC of ₦24.54, while the cost per action stood at ₦51.01. These figures highlight strong returns on investment, showing that every naira spent contributed to measurable audience engagement and meaningful actions.

Key Takeaway:

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