No coincidence.System.
All figures shown relate exclusively to paid advertising (Paid Ads). Organic reach is not included.
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Industry average for Meta ads engagement: 1–3%. At 48.5% average engagement rate, this campaign series is outside any usual benchmark.
Orlen wanted to build continuous visibility on Meta through targeted paid social campaigns — not as a one-off push, but as an ongoing campaign cadence over several weeks. swype developed and managed 9 consecutive post-push campaigns, continuously optimised based on performance data, and achieved an exceptionally high average engagement rate of 48.5%.
„This single post-push delivered 27,394 interactions — more than 16% of all interactions across the entire campaign."
Every campaign above 40%.
9 out of 9 post pushes were far above the Meta ads benchmark (1 to 3%). No outliers, no lucky hits. one consistent performance line.
No luck. A system.
All 9 campaigns achieved engagement rates between 41.6% and 61.3%. This consistency shows that the success is not based on a single viral hit, but on a repeatable, data-driven paid social strategy.
What swype delivered for Orlen.
Performance doesn’t come from a single viral asset, but from a system of planning, setup, ongoing optimisation and evaluation. swype managed the entire paid social series over several weeks end to end — from campaign setup through creative pairing to the final reporting.
Campaign strategy & planning
Building a multi-week post-push series with a clear cadence and defined targets per campaign.
Meta Ads setup
Setup of 9 consecutive campaigns in Meta Ads Manager including audience, placement and budget logic.
Creative pairing
Selecting and combining performance-relevant creatives per campaign slot for stable engagement values.
Ongoing optimisation
Daily monitoring, budget shifts and optimisation based on engagement rate and frequency.
Performance tracking
Clean tracking of all relevant KPIs at campaign and asset level throughout the entire runtime.
Final reporting
Full performance reporting including campaign comparison, best-performer analysis and learnings for the next wave.
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