Callpay

Paid Social Marketing

Callpay stands as a reliable ally for merchants and the digital payment sector, offering innovative payment solutions distinguished by their clever design, user-friendly interfaces, and seamless automation, facilitating remote expansion.

At present, Callpay caters to some of South Africa’s most prominent enterprise merchants. You can count on Callpay as your dependable companion for all your payment requirements.

55.1%

Increase increase in paid reach

150%

Increase in paid engagement

252.8%

Increase in ad recall lift

Callpay

Paid Social Marketing

Callpay stands as a reliable ally for merchants and the digital payment sector, offering innovative payment solutions distinguished by their clever design, user-friendly interfaces, and seamless automation, facilitating remote expansion.

At present, Callpay caters to some of South Africa’s most prominent enterprise merchants. You can count on Callpay as your dependable companion for all your payment requirements.

55.1%

Increase increase in paid reach

150%

Increase in paid engagement

252.8%

Increase in ad recall lift

Brief & Objectives

Ruby Digital collaborated with Callpay to implement a comprehensive digital marketing strategy, with a primary focus on increasing brand awareness through social media. The strategy also aimed to establish and enhance credibility and customer trust in the business. Core elements included brand visibility, performance enhancement, targeted social media, and paid advertising initiatives.

Challenges

Callpay’s biggest competitors have large audiences on all their social platforms and invest in a paid social strategy, while Callpay only broke into the industry more recently. Our initial task included setting up Callpay on the advertising platforms – starting from scratch.

We were presented with another small stuck regarding Conversion API. This did not directly impact ongoing campaigns and advertising, but impaired our ability to accurately measure, track, and attribute performance and conversions.

To overcome the first challenge, we conducted a social media and paid social analysis, resulting in the creation of targeted paid social campaigns to enhance brand recognition, awareness and reach. These campaigns were aimed at putting the brand in front of a specific industry audience and building credibility.

Additionally, we resolved the tracking issues by troubleshooting, resetting the Conversion API, generating a new pixel, and successfully integrating it on their website. This allowed us to track all conversions and events accurately and in real-time. Finally, we provided Callpay with a comprehensive report on the results of the tracking, which proved the effectiveness of optimised campaigns and audience targeting.

Our Solution

At Ruby Digital, we always advocate for clients to own their ad accounts. We assisted Callpay in creating and setting up on Meta Ads and Google Ads.

Working towards the goal of awareness, brand visibility and credibility, we prioritised creating specific campaigns for targeted groups that we continuously optimised in their few months of partnership with us.

In addition to troubleshooting their Conversion API and resetting it, the integration of the Meta Pixel strengthened the overall tracking of all social activities.

This proactive solution ensured the integrity of our analytics, enabling us to gain accurate insights into the performance of our campaigns and effectively optimise strategies. In overcoming this challenge, we demonstrated agility and a commitment to maintaining high standards in digital marketing performance.

To achieve the business objective and social media goals, we implemented a tailored approach focusing on key strategies:

Strategic Content Approach:

Developed engaging and shareable content, including visual storytelling and interactive elements, to resonate with Callpay’s target audience and maximise reach.

Targeted Engagement Strategies:

Implemented audience segmentation, influencer partnerships, and consistent brand messaging to foster increased engagement, trust, and credibility among social media followers.

Performance Monitoring and Optimisation:

Utilised analytics tools to continuously monitor key performance indicators, such as audience growth, engagement metrics, and brand awareness, enabling data-driven refinement of strategies for ongoing success.