Case studies / Direxiona
Direxiona · Women's driving school platform · Egypt · Apr – Jul 2022
How Direxiona reached 500,000 women and 18,000+ booking clicks on a lean budget
Egypt's first women-only driving platform had a unique proposition, a premium price and a tight, inconsistent budget. A focused full-funnel Meta plan made every pound count.
Engagement closed Jul 2022 · figures as reported at the time
500,000+Women reachedMeta, Greater Cairo
18,000+Website clicks to the booking flowMeta-reported
17×ROASMeta-reported on a small, lean budget
The case in 30 seconds
The challenge
A premium, women-only service in a price-sensitive market, with a budget too small to waste and attribution split between app and website.
What we changed
Full-funnel Meta built on the emotional case (safety, independence), weekly budget pacing to the highest-CTR sets, testimonials in the middle of the funnel.
The result
500,000+ reached, 18,000+ booking clicks and a 17× ROAS.
Our diagnosis
The audience existed. Nobody was talking to it.
Small budget, so the map had to be exact before spending.
- Unique propositionWomen-only, professional instructors, safety first
- Premium priceNeeded value messaging, not discounts
- Tight, inconsistent budgetNo room for waste or long learning
- Split attributionApp vs website bookings
- No competitor investmentWord of mouth and passive pages only
The opportunity
Emotion-led messagingFull-funnel MetaWeekly pacing to CTRTestimonial retargeting
→Efficient bookings at scaleBefore → After
What actually changed
BeforeAfter
BeforeBoosted posts
AfterThree-layer Meta funnel: awareness → consideration → conversion
BeforeFeature messaging
AfterEmpowerment, safety and independence
BeforeSame ad for everyone
AfterTestimonials and instructor showcases for warm audiences
BeforeFixed budgets
AfterWeekly pacing to the highest-CTR ad sets
BeforeGeneric CTA
AfterUrgency-driven booking offers for page visitors
Growth strategy
One growth system. Four connected levers.
01 — Media
Broad women 18–45 in Greater Cairo up top, click and visit retargeting in the middle, dynamic remarketing to booking-page visitors at the bottom.
Awareness→Consideration→Conversion
Budget moved weekly to the sets with the highest CTR.
02 — Creative
Real testimonials alternated with aspirational lifestyle visuals.
Instructor showcases answered the safety question.
03 — Offer
'Start driving this month' urgency at the bottom of the funnel.
Value messaging justified the premium price up top.
04 — Measurement
CTR and booking-page visits judged each ad set weekly.
App and website bookings tracked separately for attribution clarity.
Creative strategy
The creative system
The pieces that did the work, not the whole gallery.
- Format
- Testimonial video · MOF
Why it workedA real student describing the first lesson removed the two objections at once: safety and confidence.
- Format
- Aspirational lifestyle · TOF
Why it workedIndependence and mobility, framed for women 18–45 in Greater Cairo.
- Format
- Booking urgency · BOF
Why it worked'Start driving this month' for booking-page visitors who had not completed.
What we learned
01
Emotion is targeting when the budget is small.
Empowerment and safety messaging found the right women faster than any interest stack could.
02
Pace to the signal you can see weekly.
With a small budget, CTR was the earliest reliable signal; moving budget to it weekly kept the ROAS high.
03
Premium needs proof, not discounts.
Testimonials and instructor showcases justified the price; a discount would have undermined it.
Proof
Documented in the tools
Business impact
The business impact
As reported at the close of the engagement.
500,000+Women reachedMeta
18,000+Website clicksbooking flow
17×ROASMeta-reported
2.85%CTRMeta
Client spend and revenue are confidential; figures are as reported in the campaign's own reporting for the period stated, with sensitive values in the screenshots redacted.
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