To promote the launch of “Too Much Is Never Enough,” I planned, set up, and managed a Meta Ads campaign across Facebook and Instagram targeting two distinct audience segments: the Nigerian diaspora in the UK, US, and Canada, and a direct Nigerian audience. The campaign ran throughout August 2025.
The two-audience strategy was designed to maximise reach and relevance simultaneously, recognising that while both audiences shared a connection to Nigerian culture and identity, the way they would encounter and engage with the book was likely to differ significantly in terms of platform behaviour, purchasing intent, and the type of messaging that would resonate.
For the Nigeria audience, the campaign achieved a reach of 188,873 people at a cost per link click of just £0.01, an exceptionally efficient result that reflected both the size and accessibility of the market and the relevance of the targeting. For the UK/US/CA diaspora audience, the campaign reached 17,230 people at £0.09 per link click.
Combined, the two campaigns reached over 207,000 people with a total spend of £320.39, demonstrating careful budget management and effective audience targeting across two very different market contexts.