Web Development, Paid Traffic, Event Management, Photo Production

Tools Used:

WordPress, Facebook Ads, Photoshop

About the Book: 

Hoera, Het Wordt Ingewikkeld! (Eng. Hurray, It Gets Complicated!) is a new book by the Dutch entrepreneur Ronald Van Den Ronald Hoff and a philosopher and journalist Hans van Willigenburg. Van Den Ronald Hoff is a famous trendwatcher and thinker in the Netherlands. He co-founded one of the first and largest co-working companies in the country - Van Willigenburg is a well-known journalist. He writes for De Volkskrant, Trouw and Nieuwmarkt Revu.

Based on their experience, they share the vision of the future. Will technology make us incapable of making our own decisions? How can we make sure that we lead meaningful lives with so many distractions around us? How to make sense of the complexity of our world? These and  many other today's pressing issues are reviewed by them in this book.

The Request: 

EDGEncy Team was hired by Ronald van den Hoff to organize:

Physical Launch

Digital Launch


Digital Book Launch


Setting up Analytics

Prior to running campaigns, we've set up Google Analytics. We defined goals and conversions to allow us analyze: Effectiveness of advertising campaigns; Behavior of website visitors and the amount of traffic; The sources of traffic, Time spent on the website.


Defining Target Audience

At the beginning of advertisement process, we tested variables such as: Interests, Demographics, Geolocation. As a result of these tests, we defined an initial target audience, for which we continue our advertising campaigns.


Setting up Experiments

We set up advertising campaigns through Facebook Ad Manager. For that, we created several visuals and copies to test which options would work the best. We started with a small daily campaign budget of €5. We used a dynamic campaign to test how different combinations of copy and visuals perform best. Also, we tested several different geographic areas as a starting point.


Optimization and Growth

After running several campaigns for the first 2 weeks , we collected enough data to define the most effective placements, creatives and target groups. We proceed with further optimization and switched off underperforming campaigns.  We also created retargeting campaign to re-engage visitors that did not convert initially.


Results that we achieved:

10 000

monthly website visitors


initial book downloads


book downloads after retargeting


"I worked together with the EDGEncy team on the event promo campaign, press releases and social media campaigns. The EDGEncy team has broad international knowledge and a good balance between serious and fun work!"

Nyne Willemsen, founder of Creatievekop