How Ridgemont Helped a Small Campsite 15X it's inquiries in 3 months

📊 Campaign Overview
Platforms: YouTube & Facebook (equal budget split)

Total Ad Spend: ~$10.05 (YouTube) + KES 1,021.79 (Facebook)

Goal: Drive video views and qualified traffic to a Ridgemont landing page

🔥 Key Findings
1. Facebook Outperformed YouTube by Every Metric
Facebook Reach: 7,793

Link Clicks: 747

CPC: KSh 1.37

YouTube Views: 8,962

Impressions: 24,011

Subscribers Gained: 0

Landing Page Traffic from YouTube Ads: 0 (based on GA comparison)

👉 Despite high view counts on YouTube, it drove virtually no engagement or traffic — while Facebook led to hundreds of direct website visits and inquiries.

2. Organic Facebook Was Even More Powerful Than Paid
Organic Traffic from Facebook: 375 sessions

Paid Traffic from Facebook: 8 sessions

Total Site Sessions (During Campaign): 395

Unique Visitors: 371

📈 That’s a +9,775% increase in site traffic from the previous baseline.

Takeaway: High-quality content, when combined with brand-aligned storytelling, can go viral without huge budgets if distributed effectively through organic channels.

3. Kenyan Audiences Still Live on Facebook
Top regions by reach:

Nairobi: 2,889

Rift Valley: 2,639

Audience skew:

59.5% Male, 40.5% Female

Strongest demographics: 25–34 and 35–44 age groups

This confirms what most marketers in Kenya have suspected: Facebook is still the dominant platform, especially for storytelling-driven B2C campaigns.

4. YouTube Doesn’t Work for Cold Awareness in Kenya
Despite nearly 9,000 views, YouTube drove:

0 subscribers

Minimal click-throughs

No noticeable traffic spike to the site

While great for brand authority and long-form content hosting, YouTube underperforms as a discovery and acquisition channel — at least for campaigns under $50 with a broad audience in Kenya.

🧠 Strategic Insights for Future Clients
Facebook remains king in Kenya for performance + storytelling at scale.

Organic + high-quality narrative content can outperform paid efforts if targeted well.

You don’t need a massive budget — just great content and the right message for the right audience.

A proper campaign setup with tracking, storytelling, retargeting, and testing is critical for data-backed decisions.

YouTube should be used as a content hub, not a lead generation engine — unless supported by influencer integration or warm audiences.

📌 What This Means for You (Client-Facing CTA for Blog/Portfolio)
If you're a business in Kenya struggling to break through the noise, the answer isn’t more ad spend — it’s smarter storytelling and performance-driven marketing.

Let Ridgemont help you tell your story, reach the right people, and build something that lasts.