How Pakistan's leading electronics retailer leveraged Facebook & Instagram Ads to reach 20.4 million people, generate 32,856 qualified leads through WhatsApp and phone calls, and drive massive foot traffic to physical stores during Annual Sale 2025.
Japan Electronics, one of Pakistan's most trusted consumer electronics retailers, executed a sophisticated omnichannel Meta advertising campaign (Facebook & Instagram Ads) for their Annual Sale 2025 (November 10 - December 31, 2025). This drive-to-store campaign was designed with one primary objective: reach millions of potential customers and drive them to visit physical retail locations across Pakistan.
Campaign Objective: Use Meta advertising (Facebook & Instagram Ads) to drive maximum physical footfall to Japan Electronics stores (Rawalpindi, Islamabad, Gujranwala, Kamra, Wah, DHA) by reaching customers on their preferred social platforms, enabling them to easily contact stores via WhatsApp and get directions for in-person shopping.
Unlike traditional e-commerce campaigns, Japan Electronics recognized that high-value electronics purchases require personal consultation, product demonstration, and expert guidance. The challenge was bridging digital advertising with physical retail—getting customers from their mobile phones into showrooms where sales teams could provide personalized service and close deals.
The campaign leveraged a comprehensive multi-objective Meta Ads strategy with a total investment of PKR 5.21M, combining broad awareness campaigns, targeted messaging campaigns, and call generation initiatives to create a complete marketing funnel. The results were exceptional: 20.4 million people reached with sale messaging and 32,856 direct engagements from people asking about stores, requesting directions, and initiating purchase conversations.
| Campaign Type | Budget Allocation | Impressions | Key Results | Cost Efficiency |
|---|---|---|---|---|
| WhatsApp Messaging | 34% (PKR 1.79M) | 10.1M | 26,808 conversations | PKR 66.68/lead |
| Phone Call Generation | 11% (PKR 575K) | 5.3M | 3,752 calls | PKR 153.38/call |
| Brand Awareness (Reach) | 49% (PKR 2.58M) | 82.4M | 20.4M unique reach | PKR 256/1K reach |
| Engagement | 3% (PKR 157K) | 2.6M | 1.23M interactions | PKR 0.13/engage |
| Traffic & Retargeting | 1% (PKR 56K) | 1.2M | 1,224 engaged | PKR 45.70/lead |
| TOTAL | PKR 5.21M | 102.3M | 32,856 leads | PKR 159/lead |
Note: The campaign successfully generated 29,104 WhatsApp conversations and 3,752 phone calls from people interested in visiting stores. Total of 32,856 qualified leads requesting store information, directions, product availability, and consultation.
Japan Electronics faced a critical challenge during their annual sale period: how to cut through the noise of competing retailers and drive actual foot traffic to physical store locations during the most competitive shopping season of the year.
While online shopping continues to grow, electronics remain a category where customers strongly prefer in-person experiences:
The challenge was using digital advertising to drive these offline behaviors—getting customers from scrolling Facebook and Instagram feeds into physical stores. This required:
I developed a comprehensive four-layer campaign strategy that bridged digital advertising with physical retail, leveraging Meta's Facebook & Instagram platforms to reach customers where they spend their time and guide them to store locations.
Reach campaigns created dominant market presence, ensuring millions of potential customers knew about the annual sale.
One-click messaging enabled instant conversations about store locations, hours, and product availability.
Click-to-call campaigns connected high-intent shoppers directly with store representatives.
Re-engaged interested audiences with urgency messaging to drive immediate store visits.
Created location-specific campaigns to ensure messaging relevance and drive customers to their nearest store locations:
Investment: PKR 1.79M (34% of budget)
Objective: Enable easy customer contact for store information and product inquiries
Platforms: Facebook & Instagram Ads with WhatsApp click-to-message
Top Performing Campaign: "WhatsApp | Multiple Areas | Multiple Categories" generated 15,377 conversations at just PKR 79.31 each, demonstrating exceptional scalability and efficiency.
Investment: PKR 575K (11% of budget)
Objective: Connect high-intent shoppers directly with sales team
Platforms: Facebook & Instagram Ads with click-to-call functionality
Top Campaign: "DSC | Call | Schedule | ACA" generated 3,093 calls, representing the bulk of high-intent phone prospects ready for immediate sales conversations.
Investment: PKR 2.58M (49% of budget)
Objective: Create massive market presence and sale awareness
Platforms: Facebook & Instagram Feed, Stories, Reels
Combined Investment: PKR 213K (4% of budget)
Objective: Build social proof and re-engage warm audiences
Platforms: Facebook & Instagram with Meta Pixel retargeting
| Journey Stage | Volume | Action Taken | Conversion Rate |
|---|---|---|---|
| 1. Awareness - Saw Sale Ads | 20,371,470 | Unique people reached | — |
| 2. Interest - Clicked for Info | 206,214 | Link clicks to website/info | 1.01% CTR |
| 3. Consideration - Asked About Stores | 29,104 | WhatsApp messages sent | 14.1% message rate |
| 4. High Intent - Called Stores | 3,752 | Phone calls to locations | 1.8% call rate |
| 5. Action - Visited Stores | In-Store Tracking | Physical footfall | Sales conversion |
20.4M people knew about Japan Electronics annual sale - creating dominant share of voice in Pakistan electronics retail.
29,104 conversations provided direct connection to interested shoppers asking about products, locations, and offers.
3,752 phone calls represented highest-intent prospects ready for immediate sales conversations and store visits.
PKR 159 average cost per qualified lead - highly competitive for electronics retail drive-to-store campaigns.
Geographic targeting successfully drove local awareness and store information requests in each market.
68% of conversions on mobile devices - validating mobile-first advertising strategy for Pakistan market.
To fully evaluate ROI and optimize future investments, implement:
Japan Electronics' Annual Sale 2025 Meta advertising campaign (Facebook & Instagram Ads) successfully demonstrated that digital advertising can powerfully drive physical retail traffic when strategy connects digital awareness to offline action. By reaching 20.4 million potential customers and generating 32,856 direct engagements, the campaign created a massive funnel of interested shoppers primed to visit stores.
The multi-layered approach—from broad awareness to localized targeting to direct engagement—proved that drive-to-store campaigns require more sophistication than simple promotion. Success came from understanding the customer journey: people need to know about the sale, find their nearest location, confirm product availability, and receive encouragement to visit.
Final Results at a Glance:
Most importantly, the 29,104 WhatsApp conversations and 3,752 phone calls revealed that customers actively want to engage before visiting. Rather than viewing digital and physical retail as separate channels, this campaign proved they work together—digital creates awareness and answers questions, while physical stores close sales through product experience and personal service.
The campaign architecture, geographic precision, and engagement mechanisms established a repeatable framework for future sales periods. With proper attribution tracking to measure in-store conversions, this drive-to-store model can be continuously optimized to deliver measurable ROI connecting digital investment to physical retail revenue.
Let us create a data-driven Facebook & Instagram advertising strategy that fills your physical locations with qualified customers ready to purchase.
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