Project Portfolio
Lubezine Magazine – Pan-African B2B Social Media Awareness Campaign (Phase 1)
Client: Lubezine Magazine
Duration: April – May 2025 (30 Days)
Agency: KWETU Marketing Agency
Project Summary
Lubezine is a leading publication serving professionals in the lubricants, manufacturing, and oil & gas sectors across Africa. In April 2025, Lubezine partnered with KWETU to execute a high-impact digital campaign aimed at expanding visibility across North and South Africa, while driving traffic to industry articles and growing a professional digital audience.
This campaign demonstrated our expertise in Social Media Marketing and Media Buying, delivering targeted awareness to engineers, technicians, procurement officers, and quality control professionals.
Objectives
- Boost Lubezine’s visibility across key African markets (North & South Africa – Phase 1)
- Drive traffic to key editorial articles on the Lubezine website
- Grow engaged, industry-relevant followers across Facebook, Instagram, and LinkedIn
- Uncover geographic and demographic insights to inform Phase 2 expansion
What We Delivered
- Geo-targeted Campaign Delivery: Ads targeted professionals in Luanda, Tripoli, Benghazi, Misrata, Johannesburg, and Nairobi using industry-based interest filters.
- Paid Campaign Execution: We ran engagement and traffic campaigns on Facebook and Instagram using precise media buying strategies to maximize ROI and link clicks.
- Audience Growth and Optimization: LinkedIn campaigns brought in high-quality followers from Nairobi, Johannesburg, and Delhi—aligning perfectly with Lubezine’s B2B positioning.
Performance Highlights
- 1.2 million+ ad impressions across META platforms
- 633,000+ reach and 11,000+ link clicks to article pages
- Instagram: 487,000 reach and 948,000 views, driving 2,200+ website visits
- Facebook: 390 new page likes and 484 new followers from engagement-focused content
- LinkedIn: 105 new followers, 40 acquired organically from industry-relevant markets
Audience Insights
- Female engagement increased to 58%, driven by technical professionals aged 25–34
- Top engagement cities: Luanda, Tripoli, Benghazi, Misrata
- High engagement on content related to inspection, certification, and infrastructure growth
Strategic Impact
The Phase 1 campaign enabled Lubezine to build top-of-mind awareness across targeted African markets. KWETU’s team delivered visibility, web traffic, and professional follower growth—all backed by high engagement rates and audience quality. These insights now inform a focused strategy for East, West, and Central Africa in Phase 2.
Recommendations for Phase 2
- Use Reels, behind-the-scenes content, and expert videos to drive higher Instagram engagement
- Expand campaigns to Nairobi, Lagos, Accra, Addis Ababa, and Kinshasa
- Use LinkedIn Instant Forms and lead-gen formats to collect emails from article readers
- Continue media buying to promote top-performing articles and interviews
- Introduce interactive formats (e.g., quizzes, polls) on Instagram Stories to encourage deeper audience engagement
Client Testimonial
“This campaign helped us connect with the right audience across Africa. KWETU brought clarity, targeting precision, and clear results. We’re excited for Phase 2.”
– Lubezine Editorial Team
