Puma Energy

Brand Campaign Case Study:

Jumpstart The Year And Win

Client: Puma Energy Botswana
Industry: Energy
Project Duration: 3 Months
Budget: P1m

The Challenge

Puma Energy Botswana, a local energy company was struggling with declining sales and planned to launch a promotion campaign that will highlight Fuel quality & services offered across our retail network, where customers who fuel at any retail site will stand a chance to win a FREE giveaway, Full tank daily and “10k BWP every ” weekly for 3months . They approached Badisa Communications to increase brand awareness and sales within a limited budget.

Badisa Communications developed a holistic strategy that included:

Market Research: Conducted a thorough analysis of the client’s target audience, their behavior, and current decision making how to fuel up, to identify the best way to connect with them.
Social Media: Focusing on all fuel sites. We developed engaging stories, posts, and reels that showcased the brand’s products while incorporating interactive elements such as polls, quizzes, and user-generated content.
Fueling Sites: We dressed all fuel sites with posters, bollards, instore bunting and the petrol attendants uniform.
Media Engagement; Activations: A well publisised launch through a Press event and engaging the media. The calendar activations with instant prizes at different sites every Friday, got motorists excited through games played for engagement.
Paid Ad Campaigns: Implemented targeted ad campaigns on Instagram and Facebook to boost visibility in specific segments, such as young professionals and motorists interested in high-quality fuel that goes an extra kilometer.
Radio: Radio jingles and presentations at RB2 and Duma fm focused on fuel quality
OOH: Billboards were strategically selected, based on research outcomes. Major roads for street pole advertising.
Regular Monitoring and Optimization: Continuously monitored engagement metrics and sales performance, optimizing content and ads based on real-time insights to improve results.

The Results (ROI)

35% Sales Increase: Sales increased by 35% compared to the previous quarter, directly attributed to the boosted social media presence and Radio campaign.
70% Increase in Social Media Engagement: Within three months, Puma Energy saw a dramatic increase in engagement, with likes, comments, and shares up by 70%.
50% Growth in Followers: The brands follower count increased by 50% on both Instagram and Facebook.
ROI: The brand saw a significant return on investment, with a 10x increase in visibility per Pula spent on the campaign and advertising campaign.

Impact

Puma Energy Botswana has established itself as a major player in Botswana’s fuel and lubricants scene, with a growing loyal customer base. It is now consistently releasing short promotions like Happy Hour, anticipation from its followers, positioning it for further growth and expansion. Badisa Communications continues to partner with Puma Energy Botswana for ongoing strategy on brand development.