CASE STUDY

myspring creatives

Create & convert awareness with a CTR of 6%.

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Traffic brought to the page

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Higher CTR

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Higher ROAS

The challenge

The promotion and sale of medical products is strictly regulated for social media platforms. In order to buy myspring products online, (potential) customers must fill out a questionnaire (Medical Questionnaire) to show that they are allowed to purchase this product. For example, the minimum age is set at 18 years.

This questionnaire results in many steps that the user has to go through from clicking on the ad to buying the product. So over the long path to conversion and the first event on the page, users can bounce at many points. This puts the conversion rate, add to cart (ATC) and cost per order (CPO) in a special place compared to other social media marketing campaign setups.

Depending on the funnel step and campaign goal, we look at different marketing KPIs and analyze and evaluate them in light of the hypotheses and goals. In this case, the focus is not on conversion optimization, but on traffic and awareness.

With attention-grabbing creatives, we bring a lot of traffic to myspring’s website to create brand awareness and inform users about the products. These creatives must arouse the user’s interest in the first few seconds.

The strategy

In order to catch users, we use a static image that interrupts the users social media feed, thus discouraging them from scrolling further. For this case, we use “blurry” filters, which are usually created by Instagram itself. Meta usually uses this to signal to its users that there is sensitive content behind this image that could trigger users. Therefore, you have to click on the blurry filter first to see the image behind it. We took advantage of this style and adapted the text of the filter to the product and brand. The strategy behind this: users click on the image as usual and are taken directly to the landing page of myspring for our ads.

Voila Ad: Letzte Chance auf ein kulinarisches Highlight an Weihnachten!

The solution

The Click Through Rate (CTR) was almost 8x higher with the blurry ads and the ad test resulted in a significantly lower Cost Per Order (CPO) and 50% higher Return On Ad Spend (ROAS).

Thus, the creatives designed for this purpose were extremely effective in encouraging users to click on the ad and driving traffic and brand awareness. To achieve further conversions and get customers to buy, we use additional strategies and creatives optimized for the new goals.

We have several ad campaigns running in parallel with different creatives, which vary depending on the intention. A detailed analysis of the different ad groups and the corresponding creatives reveals significant differences. Where on the one hand high click-through rates could be achieved by the blurry ads, the “normal” creatives came out on top when looking at the conversion rate. With the conversion-optimized creatives, we now reach the potential customers at a renewed point of contact – or touchpoint – with the brand one funnel step further down.

It’s always worth testing creatives, ad captions and ad setups in detail and evaluating all KPIs in terms of success and the campaign goals set.