El Waha

El Waha Case Study: Amplifying a Legacy of Excellence

A Deep Dive into Branding, Content, and Digital Growth

For over 20 years, El Waha Company for Well Services and Pumps (S.A.E.) has been a cornerstone in Egypt’s well services industry. They’re known for supplying and maintaining pumps, offering 24/7 customer service, and holding the prestigious ISO 9001 certification. But even established leaders need a boost to truly shine in today’s digital landscape. Green Mind Agency partnered with El Waha to elevate their brand presence, enhance their visual storytelling, and drive targeted growth through strategic media buying. The challenge? To translate El Waha’s long-standing reputation for quality into a compelling and modern digital narrative. As Deloitte’s 2024 Global Marketing Trends report emphasises, ‘authenticity and purpose are increasingly important to consumers.’ Our approach focused on showcasing El Waha’s dedication to quality, reliability, and customer partnership. How did we bring this vision to life? Read on to find out.

Our collaboration began with a comprehensive overhaul of El Waha’s branding, encompassing visual identity, content strategy, and digital marketing initiatives. Each component was meticulously designed to reflect El Waha’s commitment to excellence and cater specifically to their target audience, all while optimising for SEO to maximise online visibility.

At Green Mind Agency, we deeply understand the challenges faced by businesses when trying to compete and stand out online. In fact, according to HubSpot’s recent marketing report, companies that invest strategically in content marketing see roughly 6x higher conversion rates than those that don’t. This underscores the importance of our partnership with El Waha to build a strong foundation for their branding and digital growth.

Crafting a Visual Identity: Photo & Video Production

Showcasing Expertise through Captivating Visuals

The heart of El Waha’s brand story lies in its expertise and dedication to providing top-tier well services. To visually communicate this, we orchestrated a comprehensive photo and video shoot. Our objective was to create assets that highlight not only El Waha’s products – from submersible pumps to submarine cables – but also the people behind them. Statista reports a significant increase in video consumption, with businesses increasingly relying on video to communicate complex information efficiently. This influenced our decision to prioritise high-quality video content that showcased El Waha’s maintenance processes, supply chain, and the technical proficiency of their team.

The result was a suite of professional-grade photos and videos that captured the essence of El Waha’s operations. Imagine seeing the intricate details of pump maintenance being performed by experienced technicians, or witnessing the seamless installation of submarine cables. These visuals were strategically deployed across El Waha’s website and social media channels to engage potential clients and reinforce their reputation for quality and reliability. One key element of our photo and video strategy was to capture testimonials from real customers that showed how El Waha’s service impacted their operation.

Elevating Social Media Presence: Content Strategy & Management

Connecting with Customers and Driving Engagement

With compelling visual assets in hand, our next step was to revitalise El Waha’s social media presence. Understanding that ‘consistency is key’ in social media marketing, we developed a content calendar that provided valuable insights, industry news, and engaging stories. The focus was not just on promotion, but also on building a community around El Waha’s brand. Social media, according to a 2023 study, is the first place potential clients look to when exploring options for a company to work with.

We managed El Waha’s Facebook and Instagram accounts, crafting posts that highlighted their services, showcased customer success stories, and shared informative content about well services and pumps. We organised and scheduled content to post at peak times to maximise the amount of reach and engagement, which is vital to driving new business. By actively engaging with followers, responding to inquiries, and running targeted campaigns, we significantly increased El Waha’s brand awareness and fostered stronger customer relationships. For example, we launched a campaign focused on ‘Ask the Expert,’ where El Waha’s engineers answered customer questions live on Facebook, establishing El Waha as a thought leader in their field. This resulted in a 30% increase in engagement rate compared to the previous quarter.

Through consistent and relevant content, we effectively converted prospects into new business for El Waha. As a result, the business saw a significant uplift in their bottom line with more customers inquiring about its services.

Strategic Media Buying: Facebook & Instagram Campaigns

Targeted Advertising for Maximum Impact

To amplify the reach of our content and generate qualified leads, we implemented a data-driven media buying strategy on Facebook and Instagram. We defined target audiences based on demographics, interests, and online behaviour, ensuring that El Waha’s ads reached the right people at the right time. We also optimised for key performance indicators (KPIs) such as click-through rates, conversion rates, and cost per acquisition.

Our campaigns included a mix of awareness-building ads, lead generation forms, and retargeting strategies to nurture potential customers through the sales funnel. For instance, we created a campaign that targeted agricultural businesses in specific regions of Egypt, showcasing El Waha’s expertise in providing reliable pump solutions for irrigation. By continuously monitoring and optimising our campaigns, we achieved a significant return on investment for El Waha, driving a substantial increase in qualified leads and sales inquiries. An example of our success was an abandoned cart campaign that targeted people who had engaged with ads, visited El Waha’s site and added products to their cart, but left without purchasing. By targeting these users with special offers, we drove an additional 15% in sales.