NuTrack
Client Overview
- Client : Nu Track
- Industry : Health & Nutrition (Diet Meal Plans)
Busines Overview
NuTrack offers personalized diet meal plans tailored to individual needs and health goals. As a digital-first business, they do not have a physical store or website. Instead, they sell meal plans (weekly, fortnightly, or monthly) directly through chat platforms such as Facebook Messenger and WhatsApp Business. The goal is to drive direct sales and engagement via these platforms using Meta (Facebook and Instagram) Ads.
Service Area: NuTrack offers meal plans only in Lahore, Karachi, and Islamabad, targeting these cities specifically.
Project Overview
Project Objective
Primary Goal:
Drive direct sales of diet meal plans (weekly, fortnightly, and monthly) in Lahore, Karachi, and Islamabad through Meta platforms (Facebook and Instagram).
Secondary Goals:
Increase customer engagement via Facebook and Instagram direct messaging.
Build brand awareness within the health and nutrition market in Lahore, Karachi, and Islamabad.
Optimize customer acquisition cost (CAC) through targeted Meta ads for these cities.
Key Challenges
No Website: Without a website, a seamless user experience via chat platforms is crucial to facilitate the purchasing process.
Customer Trust: Establishing credibility and trust with customers through direct messaging.
Limited Awareness: NuTrack is a new brand in the competitive meal planning market in these cities, making customer education and engagement essential.
Strategy & Approach
To address these challenges, the following strategies were implemented:
Campaign Types
Facebook and Instagram Ads: Focused on creating awareness and driving leads through Messenger or WhatsApp, specifically targeting Lahore, Karachi, and Islamabad.
Lead Generation Campaigns: Ads optimized for collecting leads through Messenger and redirecting them to sales conversations, targeting local customers in the service area.
Promotional Ads: Ads showcasing weekly, fortnightly, or monthly meal plans with calls to action that initiate conversations via Messenger or WhatsApp.
Engagement Ads: Engaged users with posts, testimonials, and educational content to create brand awareness and drive direct interaction in Lahore, Karachi, and Islamabad.
Bidding Strategies
Cost per Message: Optimized for reducing the cost per interaction on Messenger/WhatsApp and maximizing the number of qualified leads from these cities.
Lead Generation: Focused on getting high-quality leads at the lowest possible cost, driving meaningful conversations in the target cities.
Geo-Targeting
Ads were specifically geo-targeted to Lahore, Karachi, and Islamabad, ensuring the campaigns reached potential customers in the cities where NuTrack provides its services.
Optimization
Messenger/WhatsApp Optimization: Enhanced interactions through media-rich messages (images, videos) that better showcase meal plans and drive conversions.
A/B Testing: Regularly tested ad creatives, messaging, and call-to-action (CTA) buttons to ensure high conversions from ad interaction to message.
Tools Used
Meta Ads (Facebook & Instagram): For running ads targeting lead generation and sales conversions through Messenger or WhatsApp.
Facebook Messenger: For managing customer interactions and processing meal plan sales.
WhatsApp Business: For handling direct sales and customer inquiries.
Facebook Analytics: Used to track user behavior, ad performance, and optimize for conversions.
Messenger Automation: For setting up quick replies and automated messages to assist with conversions.
Meta Ads Campaign Performance Summary
| Campaign Name | Ad Set Budget | Ad Set Budget Type | Results (Leads) | Reach | Impressions | Cost per Result (PKR) | Amount Spent (PKR) |
| 12/11/2024 Campaign | 10,000 | Daily | 1,272 | 356,754 | 646,469 | 167.84 | 213,496.60 |
| New Engagement Campaign 02 – Copy 2 | 860,000 | Lifetime | 1,118 | 409,147 | 674,167 | 151.38 | 169,246.04 |
| Tailored Messages Campaign 10/10/2024 | Using Ad Set Budget | N/A | 2,520 | 670,274 | 1,293,412 | 202.71 | 510,841.71 |
| New Awareness Campaign | Using Ad Set Budget | N/A | 227,600 | 6,263,673 | 28,970,182 | 2.98 | 679,156.35 |
| New Awareness Campaign | 3,750 | Daily | 584,233 | 5,842,330 | 16,149,795 | 80.14 | 468,190.10 |
| Tailored Messages Campaign 15/11/2024 | Using Ad Set Budget | N/A | 5,066 | 1,066,430 | 2,461,868 | 118.7 | 601,356.62 |
| New Traffic Campaign with Recommended Settings | 5,000 | Daily | 44,098 | 1,603,522 | 7,058,205 | 9.65 | 425,590.56 |
| Tailored Messages Campaign 30/11/2024 | Using Ad Set Budget | N/A | 2,297 | 432,827 | 822,700 | 87.4 | 200,747.19 |
| New Awareness Campaign | Using Ad Set Budget | N/A | 2,900,469 | 2,900,469 | 14,894,410 | 101.24 | 293,661.78 |
| Tailored Messages Campaign 09/12/2024 | Using Ad Set Budget | N/A | 2,455 | 339,549 | 658,880 | 132.03 | 324,137.49 |
| Nu Track 2 Jan 2025 Engagement Campaign | Using Ad Set Budget | N/A | 1,420 | 442,281 | 816,642 | 159.78 | 226,890.65 |
| Tailored Messages Campaign 02/01/2025 | Using Ad Set Budget | N/A | 231 | 56,060 | 93,033 | 242.72 | 56,067.91 |
| Arham-Instagram Messages Campaign | 7,500 | Daily | 4,911 | 655,090 | 1,374,206 | 66.54 | 326,780.99 |
| Arham-Insta Engagement Campaign | 12,000 | Daily | 271 | 99,152 | 142,666 | 266.95 | 72,343.32 |
| Arham-Instagram Profile Visit Campaign | 10,000 | Daily | 25,563 | 1,209,301 | 2,854,193 | 8.53 | 217,953.54 |
| Arham-Insta Awareness Campaign | 2,500 | Daily | 7,433,933 | 7,433,933 | 14,077,750 | 26.67 | 198,253.69 |
| Arham-Instagram Messages Campaign | 8,850 | Daily | 1,724 | 468,598 | 801,258 | 143.85 | 247,994.37 |
| New Engagement Campaign | 5,000 | Daily | 188,207 | 335,858 | 487,445 | 0.28 | 52,928.43 |
| New Engagement Campaign | 2,500 | Daily | 188 | 70,535 | 98,316 | 206.61 | 38,842.69 |
| New Engagement Campaign | 3,500 | Daily | 205 | 111,664 | 160,292 | 279.06 | 57,207.60 |
| New Engagement Campaign – Copy | 5,000 | Daily | 9,955 | 1,222,456 | 3,657,868 | 87.71 | 873,151.11 |
| Tailored Messages Campaign 31/01/2025 | Using Ad Set Budget | N/A | 13 | 10,764 | 15,740 | 697.71 | 9,070.20 |
| Arham-Instagram Messages Campaign – Copy | 5,000 | Daily | 6 | 1,855 | 2,521 | 484.67 | 2,908.04 |
| Tailored Messages Campaign 07/02/2025 | Using Ad Set Budget | N/A | 62 | 15,993 | 19,422 | 97.33 | 6,034.35 |
| New Traffic Campaign with Recommended Settings – Copy 2 | Using Ad Set Budget | N/A | 45 | 1,423 | 3,760 | 42.42 | 1,908.78 |
| Tailored Messages Campaign 12/02/2025 | Using Ad Set Budget | N/A | 168 | 43,822 | 55,119 | 127.11 | 21,353.93 |
| Tailored Messages Campaign 13/02/2025 | Using Ad Set Budget | N/A | 5 | 5,514 | 5,811 | 462.14 | 2,310.72 |
| Testing | 7,500 | Daily | 184 | 50,673 | 79,171 | 237.16 | 43,637.01 |
| New Lums Video | 5,000 | Daily | 517 | 161,476 | 335,573 | 237.45 | 122,763.84 |
| New Awareness Campaign | 1,500 | Daily | 729,090 | 729,090 | 1,615,181 | 31.98 | 23,318.52 |
| New Messages Campaign | 2,500 | Daily | 11 | 5,363 | 6,645 | 400.2 | 4,402.25 |
| Tailored Messages Campaign 25/04/2025 | Using Ad Set Budget | N/A | 300 | 83,440 | 98,690 | 73.69 | 22,107.34 |
Total Ad Spend: PKR 7,511,346.66
Analysis & Insights
Geo-targeting Effectiveness:
The campaigns specifically targeting Lahore, Karachi, and Islamabad showed strong results in terms of engagement and conversions, indicating that local targeting is highly effective in reaching NuTrack’s customer base.Top Performing Campaigns:
The New Awareness Campaign and Arham-Instagram Profile Visit Campaign demonstrated high reach and engagement at a lower cost per result.
Tailored Messages Campaigns performed well, generating highly qualified leads, but with a higher cost per result.
Arham-Instagram Messages Campaign produced excellent results with an efficient cost per result of PKR 66.54.
Cost Optimization:
The New Engagement Campaign consistently generated leads at a low cost, particularly in the New Engagement Campaign (Edit By Me), which had an extremely low cost per result of PKR 0.28.
The New Traffic Campaign with Recommended Settings was highly cost-effective, optimizing for traffic and engagements.
Engagement Insights:
Instagram has proven to be a very effective platform for driving conversions with relatively lower costs per result, especially for profile visit and messages campaigns.
Awareness Campaigns: The Photon Awareness Campaign and Awareness Campaign (Feb 2025) collectively reached over 770,000 people, effectively increasing brand visibility in key regions.
Engagement: While the Photon 12 Dec Engagement Campaign saw high engagement, the cost per result was higher than expected. Further optimization of targeting could improve results.
Website Traffic: The Website Traffic Campaign efficiently generated 7,062 link clicks, achieving a low cost per click of 1.19 PKR.
Instagram Profile Visits: The Instagram Profile Visits Campaign generated 1,264 profile visits at a reasonable cost of 6.69 PKR per result, contributing to increased engagement on social media.
Conclusion
The Meta Ads campaigns for NuTrack successfully reached their target audience in Lahore, Karachi, and Islamabad, with excellent results in terms of leads, engagement, and direct sales via Facebook Messenger and WhatsApp. The combination of Instagram Ads, Awareness Campaigns, and Tailored Messages allowed NuTrack to establish a strong local presence and effectively drive sales in their key cities.
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