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How We Generated 3,000+ Email Leads (and more) for Saruni Basecamp

Posted by Lizanne on March 28, 2025

Saruni Basecamp, a premier luxury safari brand with 13 lodges across Kenya, partnered with Eco Africa Digital to elevate their international marketing efforts. Their mission was to increase direct bookings and connect with high-intent travelers in the UK, US, and UAE. By implementing a creative content strategy, advanced retargeting, and continuous data-driven optimization, the campaign exceeded expectations—delivering over 3,000 leads, an 18% conversion rate, and a reach of over 779,000 in just four months. This case study explores how strategic digital marketing can drive sustainable growth in Africa’s high-end tourism sector.

Saruni Basecamp marketing success story
The Challenge: Drive More Direct Bookings

Saruni Basecamp, a renowned luxury safari operator with 13 upscale lodges across Kenya, aimed to modernize its digital marketing to reach and convert affluent travelers. Their goals were ambitious:

  • Drive direct bookings by increasing email lead submissions.

  • Tailor campaigns for distinct international markets (UK, US, UAE).

  • Maintain focus on sustainability, luxury, and community-based tourism.

They needed more than visibility—they needed conversion-driven campaigns that echoed the brand’s core values and market aspirations.

Our Approach

Eco Africa Digital implemented a multifaceted strategy rooted in creative storytelling, precise targeting, and ongoing performance refinement. The campaign was built around three key pillars:

1. Creative Content Strategy

We crafted culturally nuanced messaging that spoke to the unique preferences of each target market:

  • UK & US Audiences: Content emphasized Saruni’s sustainability efforts, community engagement, and ethical travel experiences.

  • UAE Audience: Messaging highlighted bespoke luxury, privacy, and exclusivity—resonating with high-net-worth individuals seeking personalized adventures.

This ensured Saruni’s offerings aligned with the values and expectations of each demographic segment.

2. Advanced Retargeting Techniques

Using sophisticated Meta and Google advertising algorithms, we retargeted users who showed meaningful engagement—those who:

  • Viewed Saruni’s video or photo content.

  • Visited the booking or experience pages.

  • Subscribed or interacted on social platforms.

These warm leads were nurtured through personalized ads and landing pages, driving deeper funnel activity.

3. Data-Driven Optimization

Performance data guided real-time decisions. We:

  • A/B tested visuals and headlines.

  • Segmented audiences by behavior and origin.

  • Refined bidding and ad placements weekly.

This constant iteration allowed us to scale what worked and pivot swiftly from underperforming tactics.

The Results

In just four months, Saruni Basecamp saw transformative growth:

  • Leads Generated: Surpassed the 2,400 target with 3,000+ email submissions.

  • Conversion Rate: Google Ads campaigns peaked at an 18% conversion rate by month four.

  • Social Media Reach: Achieved a reach of 779,000 in a single month, expanding brand visibility across key global markets.

These metrics reflect not just reach—but meaningful engagement and lead quality aligned with Saruni’s luxury standards.

Looking Ahead: 2024 and Beyond

With a direct booking engine set to launch, Saruni Basecamp is poised to convert even more of its now sizable audience base. Eco Africa Digital will continue to support the brand with:

  • Retargeting strategies focused on high-intent users.

  • Automation and CRM enhancements for lead nurturing.

  • Scalable international campaigns driving long-term ROI.

Saruni Basecamp’s success demonstrates what’s possible when digital marketing aligns with brand purpose, audience insight, and performance strategy. For luxury safari brands seeking measurable impact, this is the model.

Further Reading

Eco Africa Digital Wins Silver at 2025 ITTFA for Tourism Film “A Story Worth Joining”

July 2, 2025

Celebrating storytelling, strategy, and a decade of serving Africa’s tourism industry

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The Future of AI in Tourism Marketing: Balancing Automation with Human Creativity

March 3, 2025

In the ever-evolving world of digital marketing, one undeniable force is reshaping how businesses engage with their audiences—Artificial Intelligence (AI). As tourism marketers, we must ask ourselves not if AI will impact our strategies, but how we can leverage it to create more impactful, personalized, and results-driven campaigns. At Eco Africa Digital, we specialize in digital marketing for tourism and hospitality, and we’ve been closely following the AI revolution. Inspired by insights from industry leaders like the CEO of Hawke Digital, here’s our take on how AI is transforming marketing and what it means for tourism brands looking to stay ahead of the curve.

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A hearty feast prepared at Saruni Basecamp

Exceeding Expectations: How Eco Africa Digital Drove Unprecedented Tourism Marketing Results for Saruni Basecamp

December 8, 2024

When Saruni Basecamp, a premier safari operator with 13 luxury lodges and camps across Kenta, approached Eco Africa Digital, their goal was clear: drive more direct bookings and increase engagement from international audiences. Four months into their digital marketing campaigns, we're thrilled to share the transformative results achieved, setting a benchmark for success in the tourism and hospitality industry.

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