17.24x
return on investment
eTopUpOnline sells international mobile top ups: a customer in the United States adds prepaid credit to a family member's phone in Haiti, Pakistan, Trinidad or Puerto Rico in seconds. It is a high frequency, low ticket product where the whole business is the cost of finding the next customer.
The company came to BusySeed wanting a better return on its Facebook sales ads and a way into new countries it had never advertised in. Its own followers told the story of where demand lived: most were in Haiti and Pakistan, many speaking Spanish or French, and the ads were only in English.
Sales campaigns were split by destination country, each with its own creative and copy and A/B tests against the local market, so that a winning market like Trinidad could be found and then funded harder. Ads were translated for the markets that needed it. Page likes and engagement campaigns ran at a small daily budget to build a community that organic posts could reach.
Source: eTopUpOnline Digital Review, February 2020; Facebook Ads Manager exports covering the sales, page likes and engagement campaigns.
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