Brief Introduction
Ok Dock is a tech store in Tijuana, Mexico, but as a relatively new brand in the gaming sector, it needed greater brand awareness. The goal of this campaign was to increase Instagram followers and local recognition, positioning Ok Dock as a go-to technology store in the region.
🎯Target metric: Double the follower count (starting at 700) with no clear time estimate, as this was the first campaign of its kind.
STRATEGY APPLIED
📌Content Selection
Weekly Reels were planned in two main categories:
✅ Brand Highlights → Featuring well-known brands (helped with reposts).
✅ Physical store information → Focused on gaming peripherals and PC components.
✅ Brand Highlights → Featuring well-known brands (helped with reposts).
✅ Physical store information → Focused on gaming peripherals and PC components.
Brand Highlight
Physical store information
Link to post: https://www.instagram.com/reel/C-d0MYyyaRJ/
Link to post:https://www.instagram.com/reel/C-6hkQAP0xH/
🏆Finding the winning content
Each Reel was monitored for 4-5 days to evaluate organic engagement before boosting it as a paid ad.
Brand Highlight showcasing NZXT products performed significantly better than expected, generating higher engagement and interest compared to other types of content, reinforcing the effectiveness of featuring in-store product variety to capture audience attention.
📌Ad Strategy
Meta Ads with AI-powered audience segmentation for better targeting.
Daily budget: $200 MXN, but the campaign consistently spent ~$150 MXN per day.
Weekend budget increase (+$50 MXN) to capitalize on peak engagement.
RESULTS, KEY METRICS & Analysis
The Tráfico-Seguidores_Reel-Po-Tienda_27.08.24 and Tráfico-Seguidores_Reel-NZXT_11.08.24 campaigns worked together to increase brand visibility and Instagram followers for Ok Dock. The objective was to establish Ok Dock as a recognized tech store in Tijuana while achieving a follower growth of 185% (from 700 to 2,000 followers).
📌Profile Visits & Reach: Boosting Brand Awareness and Engagement
NZXT campaign generated 945 profile visits and reached 35,943 users.
Po-Tienda campaign generated 471 profile visits and reached 21,318 users.
Together, both campaigns drove 1,416 total profile visits, significantly increasing brand exposure and engagement.
📌CPC vs CPM: Cost Efficiency and Budget Optimization
The average CPC was $1.01 MXN, where NZXT had a slightly lower CPC, meaning it generated more clikcs per peso spent.
The average CPM was $18.23 MXN, and in this case both campaigns maintained a stable CPM, ensuring a cost-effective reach.
The investment was efficient, with a low CPC and stable CPM, indicating well-optimized audience targeting and ad engagement.
📌CTR: Measuring Engagement Effectiveness
Both campaigns achieved a CTR above 1.5%, which is considered good for traffic-focused campaigns. NZXT outperformed in engagement, likely due to the effectiveness of Brand Highlights in showcasing a variety of products and reinforcing Ok Dock’s tech expertise.
FINAL ANALYSIS
The collaborative campaigns successfully grew Ok Dock’s followers by 185% in less than a month, proving the impact of a multi-angle content strategy. The NZXT Brand Highlight campaign boosted brand recognition by showcasing in-store product variety, while the Po-Tienda campaign increased store awareness and engagement. With low CPC, stable CPM, and strong CTR, both campaigns were cost-efficient and effective. These insights can now be used to optimize future strategies, focusing on conversion-driven campaigns to turn new followers into customers.
✅ Exponential Follower Growth → From 700 to 2,000 followers in less than a month.
✅ Effective Content Strategy → Brand Highlight and store content encouraged users to interact and follow the account.
✅ Optimized Budget Allocation → Low CPC and steady CPM ensured maximum impact per peso spent.
✅ Stronger Brand Recognition in Tijuana → More people now recognize Ok Dock as a tech and gaming store in the region.
✅ Effective Content Strategy → Brand Highlight and store content encouraged users to interact and follow the account.
✅ Optimized Budget Allocation → Low CPC and steady CPM ensured maximum impact per peso spent.
✅ Stronger Brand Recognition in Tijuana → More people now recognize Ok Dock as a tech and gaming store in the region.
TOOLS USED
🔹 Meta Business Suite & Instagram Insights → Performance tracking.
🔹 CapCut → Reel editing with trending subtitles for better engagement.
🔹 CapCut → Reel editing with trending subtitles for better engagement.
KEY TAKEAWAY
To maximize exposure, future campaigns should collaborate with brands that have Mexico-specific accounts to ensure more targeted and relevant reach. One key insight was that Brand Highlights effectively drove engagement, showcasing in-store product variety and reinforcing Ok Dock’s position as a tech retailer. This highlights the importance of analyzing audience behavior in real time, as results are not always predictable. Adapting strategies based on actual data is essential for optimizing future campaigns and ensuring continued growth and engagement.
✅ Collaborate with brands that have Mexico-specific accounts for better exposure.
✅ Brand Highlight drove the most engagement, surpassing expectations.
✅ Audience behavior isn’t always predictable → Adapting strategies based on real data is crucial for success.
✅ Brand Highlight drove the most engagement, surpassing expectations.
✅ Audience behavior isn’t always predictable → Adapting strategies based on real data is crucial for success.
WHY THIS CAMPAIGN WAS A SUCCESS?
This campaign successfully increased Ok Dock’s Instagram followers by 185% in less than a month, proving the effectiveness of a data-driven, content-focused strategy.
The combination of Brand Highlights and store-focused content helped reinforce Ok Dock’s position as a tech retailer in Tijuana, attracting new audiences and increasing engagement. With a low CPC, stable CPM, and strong CTR, the campaign was both cost-efficient and impactful, maximizing reach while keeping ad spend optimized. The results highlight the importance of showcasing in-store product variety, leveraging localized brand collaborations, and continuously adapting strategies based on audience behavior. This approach not only boosted visibility but also laid the groundwork for future conversion-driven campaigns aimed at turning followers into customers.