eSimify: Reaching International Travellers with a Focused Awareness Strategy

The Challenge

eSimify wanted to build awareness for its product among international travellers. With a limited media budget, the challenge was to reach this specific audience without spending heavily on broad-reach inventory.

The Media Ant Approach

Rather than prioritising scale, we focused on audience relevance and cost efficiency.

We identified Instagram as an efficient platform for reaching international travellers and used its targeting capabilities to narrow the audience to people with relevant travel behaviour. This allowed the campaign to stay focused on the people most likely to be relevant to eSimify, while keeping CPMs economical.

How We Executed It

Platform: Instagram
Format: Image
Targeting: Geography + International Travellers
Geography: Top Metros
Campaign Duration: 10 days
Objective: Awareness

The Outcome

The campaign created a focused awareness layer for eSimify among its relevant traveller audience, using a cost-efficient digital platform rather than broad, high-cost media.

What Made the Campaign Work?

The strategy was built around one simple principle: when the budget is limited, audience precision matters more than trying to maximise reach.

By combining a cost-efficient platform with traveller-focused targeting, eSimify could put its message in front of a more relevant audience while keeping the campaign economical.

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