01 — The brief
In 2025, Chery Iraq executed a masterclass in market penetration — transforming from steady baseline operations into a high-octane lead-generation machine. The goal was clear: move beyond passive brand awareness and drive aggressive revenue growth through high-intent lead generation across a diverse audience spanning Baghdad, Erbil and the wider Iraqi market.
The challenge was to synchronise messaging across Facebook, Instagram, TikTok and YouTube while keeping Cost Per Lead lean. Pomelo Agency was retained to design and run the multi-channel "Media Matrix" — and to make a buyer choose Chery when every legacy marque was sitting in the same scroll.
"This wasn't just a launch.
— 02 / The Focus Period Blitz
It was a calculated siege of the Iraqi automotive market."
03 — The Media Matrix
01
Foundation in H1. Blitz from August.
The first half of 2025 established the foundation. From August onward, the Focus Period was engineered to maximise exposure and conversion across four synchronised platforms — every channel playing to its specific strength in the Iraqi market.
02
The Lead Engine.
Baghdad powerhouse. Built around lead-form fills with audience-specific creative — never one ad for everyone. Facebook leads surged during the Focus Period.
03
The Viral Catalyst.
Native-first, sound-on, no recycled TV cuts. The Focus Period alone accounted for 60% of annual engagement on the platform — a single quarter doing the work of nine months.
04
The Visual Hook.
Clean product photography, owner reels, and dealer behind-the-scenes that converted scroll into showroom intent. Reach grew +25.8%, with interactions doubling benchmark.
05
Deep Immersion.
78% Shorts for attention. 71% long-form for retention. 99% of traffic paid and routed by intent — short-form caught the eye, long-form earned the decision.
06
The Closer.
Digital traffic only matters if someone answers the phone. Near-perfect execution turning a click into a quote into a test drive.
04 — Outcomes
August launched at 2,421 monthly leads. October hit 6,446. December sustained 4,571 — nearly double the August baseline. Continuous strategy refinement reduced Cost Per Lead from $0.90 to $0.20 over five months. Call-centre service level: 98% across 63,500 calls handled.
Numbers, charts, weekly logs, platform breakdowns, CPL optimisation across five months, geographic dominance, and the playbook behind the Focus Period. Compiled by Pomelo Research.
Whether you're entering the market for the first time or scaling an existing dealer network, send us the brief. We've engineered this category — Focus Period and all.
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