E-commerce Triumph in Angola - A Data-Driven Case Study

E-commerce Triumph in Angola - A Data-Driven Case Study

Challenge: Launching a diverse Ecommerce platform in Angola, a market with low online shopping penetration and high consumer skepticism.

Solution: LUMINA implemented a multi-pronged digital marketing strategy on Facebook and Instagram:

    • Broad Audience Targeting: Carousel ads showcased the vast product range, captivating audiences with lifestyle-focused visuals and local cultural references.
    • Niche Interest Targeting: Beyond obvious product categories, laser-focused campaigns targeted specific interests like music lovers and DIY enthusiasts, driving higher relevance and engagement.
    • Retargeting & Lookalike Audiences: Website visitors, social media engagers, and visitors of specific category pages were retargeted with personalized ads, enhancing conversion intent.


    • Increased Brand Awareness: 1.98 million impressions reached, with an average frequency of 8.83, effectively building brand recognition.
    • Improved Click-Through Rates: 2.84% CTR, indicating strong creative resonance and audience targeting accuracy.
    • Targeted Lead Generation: 4467 add-to-carts, showcasing product interest and purchase consideration.
    • Boosted Conversions: 1338 purchases from September to December 2023, translating to a significant revenue increase.
    • Exceptional ROI: 41.61 ROAS, demonstrating superior campaign efficiency and cost-effectiveness.

Key Strategies:

    • Landing Page Optimization: Secure payment options and local customer testimonials fostered trust and purchase confidence.
    • Data-Driven Targeting: Continuous analysis and optimization of audience targeting ensured maximum reach and relevance.
    • Creative Ad Formats: Carousel ads effectively showcased diverse product offerings, while image creatives engaged with emotional storytelling.


This case study demonstrates the power of a data-driven and culturally sensitive digital marketing approach in overcoming market challenges and achieving exceptional results. The brand's ecommerce success story paves the way for further growth and serves as a compelling example of how our agency can help brands flourish in diverse geographical and cultural landscapes.

Contact LUMINA today to unlock your brand's digital potential and witness remarkable growth with limited resources.