The first run reached tens of thousands of people on the North Coast at nine piastres a view. It stopped on 20 August because the account ran out of funds — not because it stopped working. This is what it takes to finish the season properly.
Two campaigns ran for roughly one week in August, targeted only at people physically in the North Coast around Ghazala Bay.
For context: reaching one person with a full view of the branch cost about ten piastres. The strongest film held 62% of viewers all the way to the end — for a paid video on social, that is an unusually high completion rate, and it means the message about Playa Strip is actually landing rather than being skipped.
The account was running on a prepaid balance with no payment method attached. When the balance emptied on 20 August, every campaign paused automatically. Nothing was rejected, restricted or switched off — the funding simply ran out.
This is a seasonal window, not an always-on campaign.
The audience for a North Coast venue is people who are physically there right now. That population empties out from the middle of September. Everything spent inside this window reaches people who can actually walk in this week; everything spent after it reaches people who have already gone home.
That gives roughly three usable weeks from today. The budget is sized to cover exactly that window — not longer, and not thinner. Spreading the same amount over a longer period would mean paying to reach an audience that has already left.
There is a limit to what this campaign can usefully absorb. The targeting is deliberately tight — a radius around Ghazala Bay, restricted to people currently in the area. Beyond roughly EGP 1,500 a day, the same people simply start seeing the film more often and each view gets more expensive. We are asking for what the window can genuinely use, not the largest number possible.
Three weeks, three jobs, each with a defined purpose.
| Allocation | Purpose | Amount |
|---|---|---|
| Proven film | Restarting the “officially landed at Playa Strip” film — the one that delivered views at nine piastres. Known performance, so it carries the opening week. | EGP 10,500 |
| New cuts | Fresh versions built from the latest branch film, introduced as the first one tires. Different openings keep the cost per view from climbing. | EGP 9,000 |
| Social proof | Promoting the actual published post so the real likes and comments build on it — new viewers arrive at a page that already looks alive. | EGP 6,800 |
| VAT (14%) | Added by Meta on all advertising in Egypt. | EGP 3,700 |
| Total requested | EGP 30,000 | |
That is approximately EGP 26,300 of actual advertising delivery plus EGP 3,700 of unavoidable VAT, running at roughly EGP 1,250 a day for three weeks.
At the cost per view we achieved on the first run, this budget is expected to buy in the region of 250,000 full views of the branch among people currently on the North Coast.
The proven film goes back up immediately at full weight. No experimentation in week one — we know its numbers, so it re-establishes presence fast while the season is still full.
New versions of the latest branch film enter alongside it. Every film eventually tires — the same people have seen it and stop responding — and the cost per view climbs. Rotating in new openings resets that before it becomes expensive.
By this point the numbers show clearly which film is cheapest per view and holds attention longest. Budget shifts behind it for the closing stretch of the season, with the published post promoted alongside to carry the social proof.
The spending is verifiable independently of us — you can check all of it yourself, at any time.
Advertising can put the branch in front of the right people at a known cost, and we can prove that part precisely. It cannot, on its own, prove who then walked through the door — no advertising platform can. What we can tell you is how many of the right people saw it, how much of it they watched, and what each of those views cost. Footfall is the outcome we are aiming at; views and attention are what we can actually evidence.
Enough to run the remainder of the Sahel season properly on a campaign that has already proved its numbers. Once the funds are on the account, the proven film goes live the same day.