In April 2014, ca-roule.ma was launched alongside its social profiles. It was marketed as the place to find out the coolest happenings from across Morocco. At its heart, the website offered daily content about bars, restaurants and music in Moroccan cities.

Media, social and communications strategies were developed to ensure we hit each objective. Digital display, PPC and social ads were used to drive traffic to the site (awareness), social channels encouraged engagement and were a significant traffic driver, and regular competitions and emails were used to encourage registrations (data entry).

Awareness result: www.ca-roule.ma receives on average 56,500 unique website visits per month. This is 465% above target.

Data collection result: Over 3,000 adults have registered on-site, meeting the primary objective for the project and our email communications are receiving excellent engagement from users with up to 35% open rates.

In addition, the Ça Roule Facebook page has achieved over 125,000 likes and consistently gets 5% engagement with its content, well ahead of our target of 4%.