Exceeding Expectations: How Eco Africa Digital Drove Unprecedented Tourism Marketing Results for Saruni Basecamp
Posted by Lizanne on December 8, 2024
The ultimate KPI for Saruni Basecamp was generating high-intent email leads – potential guests who actively showed interest in a safari. These leads allow Saruni Basecamp’s consultants to provide personalized recommendations, tailoring multi-day and multi-location safaris to suit their guests’ preferences.
Our initial goal was ambitious: 600 email leads per month, or 2,400 over the first four months. By strategically combining awareness campaigns, retargeting, and advanced audience insights, we exceeded expectations with over 3,000 email leads – a 25% surplus!
This success is a testament to our tailored approach and continuous campaign optimization.
To achieve these stellar results, we began by deeply understanding the Saruni Basecamp brand, unique offering, and core values: these are built around luxury, sustainability, and community-driven tourism. From there, we focused on:
Through a finely-tuned mix of creative assets and paid advertising, our campaigns yielded exceptional outcomes:
Surpassing the goal of 2,400 leads, the campaigns generated over 3,000 leads. This steady month-on-month growth showcases the compounding power of retargeting and optimized audience engagement.
By retargeting high-intent website visitors and refining audience behaviors, we achieved a 228% increase in conversion rates in month 4. Our Google Ads campaigns reached an impressive 18% conversion rate!
Through storytelling and emotive Reels, the campaigns achieved a reach of 779,000, resulting in 120 On-Facebook Leads These were nurtured through email campaigns.
The success of Saruni Basecamp highlights the power of:
With Saruni Basecamp set to launch a direct booking engine on their website, we’re gearing up for a new phase of digital marketing excellence. By retargeting highly engaged audiences with strong calls to action, we expect a surge in direct bookings, particularly from the US market, which has shown a strong inclination for online self-service bookings.
Meanwhile, the UK audience, which values tailored itineraries and personal consultations, will continue to be nurtured through lead-focused campaigns designed to build trust and engagement with Saruni’s in-house consultants.
At Eco Africa Digital, we specialize in helping tourism brands achieve measurable results by combining creativity, data-driven insights, and strategic execution. Saruni Basecamp’s success story is just one example of how we’re transforming the digital marketing landscape for the tourism and hospitality industry.
Share this article
Future-Proofing Tourism Marketing: What 2025 Taught Us About Being AI-Enabled and Human-Led
December 2, 2025
At Eco Africa Digital, 2025 was a year of deep integration — of people and platforms, AI intelligence and storytelling intuition. Join us as we break into new territories for and with you to future-proof your tourism marketing.
Read
Search Everything Optimization: What AIO, GEO & AI Mean for SEO in 2025
November 12, 2025
The SEO world is shifting faster than a tuk-tuk dodging traffic in Nairobi. Just when you’ve cracked the code, along come AIO, GEO, and five more acronyms to keep you guessing. But don’t panic — we’ve unpacked what it all means, why “Search Engine Optimization” is now “Search Everything Optimization”, and how travel marketers can adapt without losing their minds (or rankings).
Read
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
Read
