An audience of 3M+. Turning it into commercial demand.

Attention alone is not enough

A TV audience creates attention. But attention only has commercial value when an advertiser understands why to buy it, when to buy it, and how the channel helps them reach the right audience.

Rather than treating social media as an isolated communications channel, Growthly helped connect Salam's growing digital audience to its wider commercial strategy.

Building the audience

The work strengthened Salam's visibility and communications across its digital channels:

• Social media strategy
• Content distribution
• Brand communications
• Community management
• Reputation management
• Campaign amplification
• Audience engagement
• Digital performance

But the strategic value wasn't size alone. Salam could now offer brands reach across broadcast TV and digital at once: a stronger advertising proposition.

Creating advertiser demand before Ramadan

Ramadan is one of the most commercially important seasons in the Libyan TV market. Instead of waiting for advertisers to go looking for airtime, Growthly helped Salam enter the conversation early, while Ramadan budgets were being planned and allocated. Priority advertiser segments were defined:

• Consumer goods
• Telecoms
• Banking & financial services
• Automotive
• Retail
• Consumer electronics
• Real estate
• Major national institutions

“Where will your brand be when millions of Libyans are watching?”

Growthly supported advertiser-focused campaigns, commercial messaging, digital acquisition and market outreach to build interest before seasonal demand had settled. Marketing began creating advertiser demand instead of relying only on existing relationships and inbound requests.

A major national campaign

One of the most significant commercial results was winning the General Electricity Company of Libya (GECOL) as a major advertiser, which led to a large national communications campaign across Salam's media ecosystem. Growthly helped identify and develop the opportunity, position Salam's media offering, and win the account.

Reputation as a commercial asset

Advertisers don't just buy reach. They choose the media environment their brand will appear in. So a stronger, more professional digital presence improved both Salam's relationship with its audience and its appeal to advertisers and partners.

Expanding beyond traditional TV

Growthly helped launch TOOG, Salam's on-demand viewing platform and an important step in its move beyond scheduled broadcasting. Growthly's support covered:

• Positioning
• Go-to-market plan
• Launch communications
• Audience acquisition
• Digital campaigns
• Product awareness

What changed

The most important result was not growing the audience past 3 million. It was building a stronger commercial system around that attention: the audience grew by about 43%, and the commercial strategy contributed to 17 new advertiser relationships, including major national opportunities.