DUHA.
More proxies, more reach, a higher return.
Case study
Client · DUHA International Qurban Organisation
Since July 2025 · Performance Marketing, Web Product, Content & Social, Brand Identity
vekalet.duha.global
Introduction
DUHA has run a qurban season every year since 2006, across Australia, Türkiye and Indonesia. Its reputation was twenty years old. Its systems were older than they should have been. Since July 2025 we have run the whole chain: the identity, the campaigns, the paid media on Meta and Google, the measurement behind it, and the proxy platform every donation now passes through. The 2026 season brought in more proxies, reached more people and returned more on every lira spent than the season before.
The starting point
It took the money. It couldn’t say what happened next.
The whole operation ran on QurbanAdmin, a legacy panel on a single small server, with the booking site on a separate domain. After payment a donor saw one fixed line, “your proxy has been received”, and nothing more. Several proxies bought together sat in a single row that could not be split. Cancelling one deleted the record, accounting entry included. Bank transfers were matched to proxies by hand. On the communication side the language had never been standardised, and an organisation that runs on the Hijri calendar was promising help “365 days a year”.
The platform
A donor who can see their qurban.
We replaced the old panel with one platform on vekalet.duha.global, built on a modern web framework. Management, accounting, slaughter, distribution and support teams each get their own panel. Field teams upload photos against every proxy, so a donor follows their qurban from received to slaughtered to delivered. A season is modelled as an operation, with the slaughter country and the distribution country set separately and a fresh-share option for donors who want part of the meat back. Fresh-share deliveries are planned inside the platform down to the truck and the collection point, 56 of them across 47 provinces in 2026. Proxies can be split, edited or cancelled one by one, and a cancellation now goes through an approval step while the accounting record stays intact. Payments, instalments and notifications by email, SMS and WhatsApp run in the same place.
Marketing and measurement
Scaled up, and more efficient for it.
We compared the 2026 qurban season with the one before it, window for window, both opening on the 15th of Ramadan. Proxies rose 24 per cent and impressions 46 per cent. Scaling usually costs efficiency, yet return on ad spend climbed from 87 to 102 to 1. The two channels did different jobs. Meta built demand, with 15.4 million impressions at 73.7 to 1. Google search collected it at 129.5 to 1, and a second Google campaign brought in proxies from people who had never searched for DUHA by name. Underneath, we rebuilt the measurement: Meta Pixel, Google Ads conversion tags, GA4 and value tracking that records what each proxy is actually worth rather than counting a flat conversion. Every month, and every sacred night, ended with a written report.
Return on ad spend by channel, qurban season 2025 vs 2026. Platform-reported.
Qurban season 2026 vs 2025, same window. Platform-reported.
Share of proxies by channel, qurban season 2026.
Social
Growth that holds up to an audit.
Reels were watched 16.6 million times in twelve months. Six passed a million on their own, eleven passed half a million, and the strongest reached 3.3 million. Followers rose from 11,864 to 15,700, up 32 per cent. The growth was checked independently: HypeAuditor rates 86 per cent of the audience as genuine, against a sector average of 59, and gives the account a quality score of 84 out of 100 with a 5.96 per cent engagement rate.
Most-watched reels, September 2025 – August 2026.
Audience quality, HypeAuditor, 2 September 2026.
Results
102:1
return on ad spend, up from 87:1
+24%
qurban proxies on 46% more impressions
15.4M
impressions on Meta
16.6M
reels views, six past a million
+32%
Instagram followers
86%
genuine audience, sector average 59%
Ad figures are platform-reported, 4 March – 25 May 2026 against 15 March – 4 June 2025. Audience quality: HypeAuditor, 2 September 2026.
