Introduction
Balance en Movimiento is a Colombian wellness brand running Respira — an intimate, in-person event experience designed to help participants reconnect with breathwork and movement. Before partnering with Boko Digital Solutions, the brand had no active paid media infrastructure and no data on which audiences respond to their offering.
Boko Digital was brought in to build and run a paid Meta Ads pilot for the April–May 2026 edition of Respira. The primary objective: establish a baseline for cost-efficient audience engagement, identify the highest-intent segments, and create the data foundation for a scalable retargeting strategy in future editions.
Whatsapp Conversations Started
AUD
Cost per Conversation Started
%
Clickthrough rate (CTR)
Challenges and Goals
Challenges:
- No prior paid media history — zero benchmark data on what audiences convert for similar event type campaign
- Cold audience only — no retargeting pool, no pixel data, no email list to leverage
- Short event window requiring fast audience qualification
- WhatsApp as the conversion channel, placing the close in the client’s hands post-click
Goals:
- Generate qualified WhatsApp conversations at an efficient cost from cold interest-based audiences
- Identify the highest-performing creative format and audience segment
- Build retargeting audiences (pixel, video views, WhatsApp starters) for future campaigns
- Establish a repeatable campaign structure for future Respira editions
Our Strategy and Solution
Boko launched two parallel ad sets within Meta Ads Manager targeting interest-based cold audiences — one optimised for WhatsApp messaging conversations, one for landing page leads — across a 16-day pilot window on a shared budget of $684,141 COP.
Rather than chasing broad reach, the campaign was designed as a structured test: run multiple creative formats (video, carousel, static), let the algorithm distribute spend, and use the results to identify the winning combination of audience segment, placement, and format that would power retargeting in the next edition.
The campaign was intentionally structured as a discovery pilot — the real deliverable was audience intelligence and a retargeting infrastructure, not volume sales from a cold start.
Creative testing included three formats: Video 1, a carousel, and a static image. The WhatsApp ad set concentrated spend dynamically, allowing the algorithm to surface the highest-performing creative without manual intervention.
Results and Impact
Our data-driven Meta Ads strategy delivered immediate high-efficiency growth:
70 WhatsApp conversations at $7,502 COP per conversation
The WhatsApp ad set drove 70 direct conversations from a cold audience — establishing the first benchmark CPR for Respira’s paid media. This provides a clear efficiency target to beat in future editions with warmer retargeting audiences.
Video 1 identified as the primary conversion driver
A single video creative generated 58 of 70 conversations (83% of all results) while accounting for 89% of ad spend in the WhatsApp set. This asset is now validated as the core creative for future campaigns and retargeting.
Precise ICP defined: women 35–44, Feed placement
80% of all conversations came from women aged 35–44 via Feed placements. This data eliminates guesswork for future campaigns — budget can now be concentrated on a validated, high-intent segment from day one.
Carousel format revealed as a high-efficiency asset
The carousel ad achieved a CPR of $4,374 COP — 42% more efficient than the video — on limited spend. Scaling this format is a clear lever for the next edition.
Retargeting infrastructure built and ready
The campaign populated four retargeting audiences for the next edition: landing page visitors, WhatsApp conversation starters who didn’t purchase, video viewers (50%+), and Instagram/Facebook engagers — turning a cold-start pilot into a warm audience engine.
2.93% CTR across all formats — healthy campaign signal
A 2.93% overall CTR confirms that the creative and messaging resonated with the target audience. Healthy click intent validates that the top-of-funnel is working; converting those clicks is the next layer of optimisation.
Conclusion
In 38 days, Boko Digital Solutions built Balance en Movimiento’s first paid media foundation from scratch — no prior data, no warm audiences, no benchmark to reference. The Respira pilot delivered 70 qualified conversations, a validated creative asset in Video 1, a precisely defined ICP, and a retargeting pool ready to be activated for the next edition.
The most valuable output isn’t measured in this campaign’s conversion count — it’s the infrastructure that makes the next campaign dramatically more efficient. With retargeting audiences in place, a proven creative, and a confirmed audience segment, the next Respira edition starts where this one ends: with a warm, high-intent audience that already knows the brand.
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