CBF Eden Mandate – National Digital Marketing Campaign
Client: CITAM Business Forum (CBF)
Duration: Late April – Early July 2025 (2.5 months)
Agency: KWETU Marketing Agency
Campaign Objective
To build nationwide digital awareness and drive ticket registrations for the 6th CBF Global Conference:
The Eden Mandate. The campaign targeted Kenya’s faith-driven professionals and entrepreneurs through
a fully integrated digital strategy.
Scope of Work
- Social Media Management: Revamped CBF’s Facebook and Instagram pages with branded, value-driven content tailored to a faith-business audience.
- Creative Production: Designed static, carousel, and high-impact video creatives; crafted speaker spotlights and thematic visuals.
- Paid Media Campaigns:
- META Ads: Link clicks, engagement, page growth, and WhatsApp inquiries using videos, Reels, and branded posts.
- Google Performance Max: Targeted ad delivery to faith-based professionals and business owners.
- Traffic & Conversions: Redirected paid traffic to the ticketing site, optimized user paths, and tracked link performance.
Performance Highlights (as of June 30, 2025)
META Platforms
- Impressions: 1.2 million
- Reach: 608,000 unique users
- Video Views: 807,000
- Post Engagements: 169,000+
- Link Clicks: 27,000
- Page Growth: Facebook +3,400 likes, Instagram +1,100 followers
Google Ads (Performance Max)
- Impressions: 174,000
- Clicks: 6,700
- Click-through Rate (CTR): 3.86% (above industry average)
Platform-Specific Insights
- 873,000 video views and 563,000 reach showed strong top-of-funnel performance.
- Page likes grew by 3.4K, with high visibility among professionals and older audiences.
- Lower engagement rate suggested a need for stronger CTAs and emotional hooks.
- 719,000 video views with just 153,000 reach indicated high engagement (~9.2%).
- 1,100 new followers joined during the campaign window.
- Best suited for youth-focused, visual storytelling content.
Comparative Metrics
| Metric | ||
|---|---|---|
| Video Views | 873,000 | 719,000 |
| Reach | 563,000 | 153,000 |
| Interactions | 4,800 | 14,100 |
| New Followers | 3,400 | 1,100 |
Strategic Impact
- Established broad awareness for The Eden Mandate conference.
- Fostered deep engagement through platform-native content strategies.
- Drove significant traffic to the event ticketing site.
- Built a scalable digital community for future CBF initiatives.
Recommendations and Learnings
- Start campaigns at least 12 weeks ahead with value-based storytelling.
- Use video-based speaker spotlights, testimonials, and conference previews.
- Expand platform mix to include LinkedIn, TikTok, and YouTube pre-event.
- Use centralized tools (like Mookh) for ticketing and audience tracking.
- Maintain post-event engagement through weekly content during off-cycle months.
Content Timeline Suggestion
- Month 1: Awareness (30 posts)
- Month 2: Engagement (40 posts)
- Event Month: Conversion (60 posts)
- Post-Event: Community maintenance (20 posts)
Client Testimonial
“KWETU brought structure, creativity, and measurable success to our digital campaign.
Their execution helped us reach our core audience while growing the CBF community online.”
– CBF Events Team
