Paid Advertising

TikTok wasn’t in Miva’s paid mix. The assumption was that the audience was too young for a considered, high-value purchase like a degree. I disagreed, opened a test budget, and built the creative from organic posts that were already outperforming rather than producing ads from scratch.

Then I rebuilt it. Repeatedly. Each version carried forward what the last one proved about hooks, testimonial framing, and audience segmentation.

Miva’s Doctor of Business Administration targets CEOs, directors and senior managers. Most expensive audience on the platform, least forgiving of generic creative.

I built a new creative direction and ran two variants — changing the visual register entirely rather than tweaking copy.

Ran always-on paid across Facebook, Instagram, Threads, Messenger and WhatsApp, against a rolling calendar of admissions cycles, programme launches and milestone campaigns.

RevUp Women — AfriLabs, with Visa. A pan-African enterprise programme for women-led businesses: twelve weeks of hybrid training, a global mentorship network, and grant funding. I ran the paid acquisition that drove applications into the programme — Facebook as the primary paid channel, organic support across the others, and boosted placements on LinkedIn that reached 2.49% CTR. The programme trained 456 women, created 2,426 jobs, connected participants with 67 mentors across 25 countries, and funded ten businesses at $10,000 each. 29% raised further capital afterwards.

Neo Cloud Technologies. Awareness and reach campaigns on a limited budget for an early-stage software company with almost no audience. Took the page from 500+ impressions to 175k+ unique impressions.