For the most part, this was a good campaign. The copy was a definite improvement over past campaigns, and the campaign achieved its stated goals.

As for the targeting, it isn't bad, but I think it needed to be more refined. Specifically, I think it could benefit from specifically targeting desktop users. As you can see in this link, Sierra Leone is a country where mobile use is predominant over desktops, and this app is specifically for the desktop. In a country where mobile is so prevalent, people may well assume an ad such as this will lead them to a mobile app. I fear many people who clicked the ad bounced right off after seeing that DigiKam won't work on their device.

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