POW Express.
0 to 1,700 followers and 9x ROAS for a newly operational Pan-Asian food delivery startup in Abuja.
150% Order Growth & 9x Return on Ad Spend
Client
POW Express
Industry & Location
Food Delivery • Abuja, Nigeria
Timeline
3-Month Campaign (2024)
Scope
Content Marketing, Meta Paid Ads, TikTok & Google Local SEO
The Challenge
As the lead Content Marketing Strategist, I was tasked with building and executing a 3-month social media campaign (May-July 2024) for POW Express, a newly operational pan-Asian food delivery service in Abuja.
Primary goals included increasing daily orders by 150% and boosting multi-platform brand awareness despite significant constraints: minimal initial online presence (FB/IG only), no website for tracking pixel execution, and a limited content creation budget.
Month-by-Month Strategy
Month 1: Optimizing Digital Footprints
Optimized Facebook & Instagram and launched new accounts on TikTok and Google My Business to capture local SEO intent. Crafted a playful brand voice and coined the fanbase name "POW-er Rangers". Initial traction generated 1+ daily order on Instagram and 3+ daily orders via WhatsApp.
Month 2: Paid Advertising Push
Kicked off paid ads with a modest budget targeting high-performing posts, including local influencer content. Within 3 days, Instagram orders increased to 7+ per day, WhatsApp orders grew to 4+ per day, and follower count surpassed 1,000+.
Month 3: Multi-Platform Search & Scaling
Launched 3-week search ads on Google My Business, generating 40+ direct business calls and 3,000+ impressions. Continued Meta ad scaling, stabilizing daily orders at 3-5 on Instagram and 4+ on WhatsApp, while scaling followers to 1,700+.
Results & Achievements
9x ROAS
Order growth exceeded 150% goal
71,000 Views
Achieved over 2,000+ saves
6,000+ Views
75 high-intent visit actions & 6+ calls
1,700+ Followers
Built engaged foodie community from zero