Thankfully, I never just dive into spending large sums of Naira, because of the space I work in, I am always able to see what's performing well and change gears very quickly. This is not to say that I have not had some campaigns perform poorly. In fact there was a particular campaign we launched in 2019, it did so well, and we tried it again in 2020 thinking because there are more people online, the campaign will perform better, but it didn't. In this situation, I simply laid out some of the assumptions we made that were wrong, some of the learnings, and how we intended to pick up the slack, because it was a campaign that contributed to our overall goal, so when we realised that we had fallen short, we needed to be creative about how we could get the same traction on other campaigns.