SANDTEX

SANDTEX: 214% OF TARGET IMPRESSIONS AND A 291% SURGE IN ENGAGEMENT, ON 83% OF PLANNED SPEND

Case Study — Sandtex

How Intense Digital’s “Choose Smart, Choose Sandtex” paid media campaign built top-of-mind awareness and product recall across Nigeria’s home makeover community.

Client: Sandtex Duration: 3 Months Market: Nigeria Service: Paid Media & Creative

SNAPSHOT

7.9M Impressions (214% of target) 3.7M Reach (131% of target) 533,582 Engagements (291% of target) 83% Of planned spend deployed

THE CLIENT

A trusted name in Nigerian paint, choosing smart

Sandtex is a household paint brand built around the promise “Choose Smart, Choose Sandtex,” offering a full range of finishes from interior emulsions to exterior weatherproof coatings. In a category crowded with established competitors, staying top-of-mind with the home makeover and lifestyle audience meant showing up consistently, not just loudly.

THE BRIEF

The key challenge was to increase Sandtex’s visibility and top-of-mind awareness among consumers while strengthening product consideration. The campaign also needed to position Sandtex as a relevant, trusted choice within the home makeover and lifestyle space, while differentiating the brand from competitors like Berger and Dulux.

OUR APPROACH

We ran a targeted paid media campaign across Nigeria, reaching consumers interested in home improvement, lifestyle, and home makeovers. The campaign built awareness and engagement through relevant, current content, consistently reinforcing the “Choose Smart, Choose Sandtex” message to drive consideration and recall.

Scope of Work

• Creative development across static, motion, and video formats
• 43 total posts developed and deployed across Meta platforms
• Paid media planning and rollout across Nigeria
• Audience targeting and content amplification
• Ongoing performance monitoring and optimisation
• Community management to support page growth

THE NUMBERS

Every core metric cleared its target, and engagement didn’t just beat the plan, it nearly tripled it.

Campaign Metric | Planned | Achieved | Result Impressions | 3,700,000 | 7,928,110 | 214% Reach | 2,865,370 | 3,739,432 | 131% Engagement | 183,400 | 533,582 | 291% Spend | ₦3,000,000.00 | ₦2,479,715.77 | 82.66%

Callout: 291% of planned engagement delivered, achieved on 17% less spend than budgeted, proof the creative and targeting were working harder than the media plan required.

Performance held across channels: Facebook delivered stronger cost efficiency at an average CPM of ₦220.61, against Instagram’s ₦501.54, even as Instagram carried more of the spend.

Facebook: 4,999,518 impressions, 2,120,463 reach, 344,588 engagement, ₦855,640.00 spend Instagram: 2,928,592 impressions, 1,618,969 reach, 188,994 engagement, ₦1,624,075.77 spend

PAGE GROWTH

Across the campaign period, the Sandtex page gained 668 new followers against 287 unfollows, a net growth of 381, bringing lifetime followers to 11,554. Top-performing content, not paid promotion alone, drove most of that growth, a signal that the creative was doing real work beyond the media spend behind it.

CLIENT VOICE

We were satisfied with the creative direction and campaign execution.” Sandtex