Calilio — Scaling a Cloud Phone App's Reach Through Paid & Organic Social Media
About the project
Date:
Client:
Calilio
Services:
Social Media manager
Project Details
Calilio is a cloud-based phone system app offering virtual phone numbers and calling plans to customers in the US, UK, and Canada. I managed their social media presence across Facebook, Instagram, and LinkedIn — combining organic content with targeted paid advertising to grow reach, drive leads, and support seasonal promotions like Valentine's Day, Black Friday, and Thanksgiving offers.
Nischal's content strategy significantly improved our reach and engagement. He consistently provided valuable insights and optimized our social media efforts, helping us build a stronger connection with our audience.
Bibek Archarya
Team Leader
Things I Did
Managed and executed paid ad campaigns across Meta (Facebook & Instagram) targeting specific regions including the USA, UK, and Canada
Ran multiple campaign types simultaneously — seasonal promos (Valentine's Day), audience-specific targeting (USA unpaid audience, UK Landline), and plan-based lead generation (Standard Plan)
Optimized ad spend and targeting to keep cost-per-click low ($0.26 average) while maximizing reach and link clicks
Created and published organic content — quizzes, seasonal posts, and awareness content — to build engagement between paid campaign pushes
Tracked performance across Meta Ads Manager and native platform insights (Facebook, Instagram, LinkedIn) to monitor reach, views, interactions, and leads
Analyzed content performance to identify what organic formats (quizzes, seasonal offers) drove the strongest engagement, and used those insights to guide future content
Generated qualified leads directly through campaigns — tracking website leads and add-to-cart actions as key conversion metrics
Maintained consistent LinkedIn presence to support brand visibility, seeing a 46.5% rise in impressions over the tracked period
