Case studies / Trina Solar
Trina Solar · Solar manufacturer, MEA · UAE hub · Client since 2023
How Trina Solar reached 15 MEA markets, 124 million impressions and 1,400+ leads on one always-on account
A global solar manufacturer with a Dubai hub, no local team in most of its markets and a sales cycle measured in months. With Fekra Communications on content, we ran one Meta account as a region-wide presence: monthly themes, budgets set by each market's job, and lead campaigns that land on a measured page.
Last updated 12 Sep 2026 · figures Sep 2023 – May 2026 · source: Meta Ads Manager via Windsor.ai
124MImpressionsSep 2023 – May 2026, 15 markets across the Middle East and Africa
1,400+Leads and registrationsWebsite Lead + Complete Registration events, 7 lead campaigns
40,875New page followersAttributed to ads, 33 months
The case in 30 seconds
The challenge
One brand, fifteen markets, no local presence in most of them, and a product that is sold to installers and distributors months after the first impression.
What we changed
One account run as a regional system: a monthly content theme, each market funded for one job, followers built continuously, and lead campaigns measured on a pixelled landing page instead of form fills.
The result
124 million impressions, 40,875 followers, 4.7 million engagements and 1,400+ reported lead and registration events.
Our diagnosis
A global brand, a regional hub, and fifteen markets that behave nothing alike.
We mapped the region before the first campaign: who buys, where, and what each market costs.
- One hub, fifteen marketsDubai team; audiences from Morocco to Kenya to Iraq
- A B2B sales cycleModules are sold to EPCs and distributors, not from a post
- Ten-fold cost gapCPM up to fifty times higher in the Gulf and South Africa than in the Maghreb
- Presence had to be continuousA global brand cannot go dark for a quarter
- Leads had to be provableReach is not a result the sales team can call
The opportunity
Market rolesMonthly themesAlways-on followersMeasured landing pages
→A regional presence the sales team can useBefore → After
What actually changed
BeforeAfter
BeforeOne campaign for the whole region
AfterEach market funded for one job: reach where it is cheap, leads where the buyers are
BeforeAd hoc posts when there was news
AfterA monthly theme (C&I, agriculture, exhibitions, launches) on a weekly ad rhythm
BeforeReach as the only number
AfterFollowers, engagement and video plays tracked month by month
BeforeLeads counted as form fills
AfterPixelled landing pages: Lead and Complete Registration events by market
BeforeExhibitions promoted after the fact
AfterWFES 2026 pre-event traffic at a fraction of the account’s normal click cost
Growth strategy
One regional system. Four connected levers.
01 — Media
Reach and engagement bought where impressions are cheapest; lead budgets sent where the buyers are.
Reach→Engagement→Followers→Leads
Morocco, Tunisia and Egypt carried the impressions; Kenya, Egypt and South Africa carried the leads.
02 — Creative
A monthly theme from Fekra Communications, cut into a weekly ad: product lines, C&I, agriculture, exhibitions.
Video carried the engagement: 3.9 million plays.
03 — Markets
Fifteen markets, each with a role and a cost benchmark, rebalanced quarterly.
Ten markets received real budget; five were tested and held.
04 — Measurement
Followers and engagement judged monthly; lead campaigns judged on pixel events per market, not on reach.
Two events on every landing page: Lead and Complete Registration.
Performance over time
What happened next
Meta Ads Manager data, Sep 2023 to May 2026. Spend is confidential; volumes and relative efficiency are shown, not unit costs.
The business impact
Account numbers, Sep 2023 to May 2026, across 15 markets.
124MImpressionsMeta, 33 months
15Markets reached10 with sustained budget
1,440Leads and registrationsAcross 7 lead campaigns
40,875Page followers from adsCumulative
4.7MPost engagements3.9M video plays
553KLink clicksWFES 2026: 59,835 clicks
Media spend is confidential to the client. Figures are as reported in Meta Ads Manager for the period stated; unit costs are shown, budgets are not. Leads are pixel events (Lead and Complete Registration) on Trina Solar landing pages, not sales.
Creative strategy
The creative system
The pieces that did the work, not the whole gallery.
- Format
- Product film · Reach
Why it workedOne-week reach flights on a single product story: 2–3 million people per flight in the Maghreb and Egypt, at the lowest CPM in the account.
- Format
- Theme landing page · Leads
Why it worked“Powering the Future Your Way”: a C&I theme in November, an agriculture theme in December, each with its own page and pixel events; 995 registrations in seven weeks.
- Format
- Exhibition pre-roll · Traffic
Why it workedWFES 2026 in Abu Dhabi: 59,835 link clicks and 13,432 landing-page views in ten days before the doors opened.
What we learned
01
Cheap reach and real leads live in different countries.
Morocco and Tunisia delivered 49 million impressions for a fraction of the spend; Kenya, Egypt and South Africa delivered 19 of the 27 Lead events. The map, not the creative, decided the budget.
02
Measure the whole form, not the last click.
The same campaigns showed 27 Lead events and 1,112 Complete Registration events. Reading only one of them would have killed a working channel or overstated it.
03
One campaign came back empty, and it is on this page.
May 2026 “MEA Projects” produced 144 registrations and no Lead events or conversations. Reported as such, then rebuilt.
Taking a B2B brand across several markets at once?
We build multi-market presence and lead systems that report by market and by qualified event, not by impressions.
