Social Media Case Studies
In June 2022, an international beauty pageant was launched with a focus on utilizing social media platforms, particularly Instagram, as their main promotional channel. The goal was to grow their Instagram account organically and establish their brand to attract participants to enter the pageant. Alongside Instagram, the pageant also utilized Facebook for their social media presence. To create awareness, the owner invested in traditional marketing channels such as radio, PR, and magazine articles, which were then shared on social media platforms.
Strategy and Implementation
The social media strategy for the pageant involved daily posts related to various aspects of the event, including information about the pageant itself, its shareholders, sponsors, and the attractive prize package offered. These posts aimed to engage the audience and build excitement around the pageant. The owner recognized the importance of maintaining a consistent presence on social media and ensuring high-quality creative and captivating copy. This strategy encompassed both organic content and utilizing paid promotion.
The pageant’s Instagram account started from scratch with zero followers in June 2022. After 13 months of consistent effort and implementing the social media strategy, the account achieved substantial growth. The account currently boasts 3,230 followers, indicating a significant increase in the pageant’s reach and visibility on Instagram. The number of sign-ups for the pageant also saw a notable improvement, with 68 individuals registering for the event, compared to the initial 36 sign-ups in the first year.
The owner expressed great satisfaction with the social media strategy, attributing the success to the engaging content, captivating copy, and consistent presence on Instagram. Recognizing the potential for further growth, the owner now intends to allocate a budget for pay-per-click (PPC) advertising to amplify the pageant’s online visibility and attract an even larger number of participants.
This case study highlights the effective utilization of Instagram as the primary social media platform for growing a new international beauty pageant. By implementing a comprehensive social media strategy, which included daily posts, engaging content, and consistent branding, the pageant was able to organically grow its Instagram account from zero followers to 3,230 followers within 13 months. The strategy also resulted in a significant increase in sign-ups, with 68 individuals registering for the pageant compared to the initial 36. The success of this approach showcases the importance of a well-planned social media strategy and the potential for continued growth through the integration of paid promotion channels like PPC.
Driving Ads on Meta for an eCommerce Client
A brick-and-mortar flower shop recently expanded its business by launching an online store. In order to achieve their goals of driving traffic to the website and increasing sales by 10% by the end of Q1, they decided to leverage Facebook ads as a key marketing channel. The primary campaign objective was two-fold: drive website traffic and convert that traffic into sales. The key performance indicators (KPIs) for evaluating the success of the campaign cost per result, the number of link clicks, return on ad spend (ROAS), and return on investment (ROI).
Strategy and Implementation
To kickstart their Facebook ad campaign, the flower shop allocated a budget of $50 per day for a duration of 40 days, resulting in a total budget of $2000. The target audience for the ads was people located in the North Holland area, similar to the shop’s existing in-store clientele. The ads were designed to be displayed on Facebook, Instagram, and the Audience Network, maximizing the reach and visibility of the campaign.
The flower shop implemented two distinct campaigns to gauge their effectiveness and identify the best-performing approach. The first campaign offered free shipping to incentivize potential customers, while the second campaign provided a 10% discount. By employing different promotional strategies, the flower shop aimed to identify which campaign yielded better results in terms of both customer engagement and sales conversion.
The results of the Facebook ad campaigns were analyzed based on key metrics such as ROAS and ROI. The 10% off campaign achieved a ROAS of 1.66, while the free shipping campaign achieved a significantly higher ROAS of 14.98. Considering both campaigns together, the overall ROAS reached an impressive 11.43. The ROI for the 10% off campaign was 0.025, while the free shipping campaign achieved a higher ROI of 1.26.
The positive outcomes of the Facebook ad campaigns led to a satisfied client and a decision to extend the free shipping campaign for another month, targeting a similar audience in the North Holland area. In the upcoming month, the flower shop plans to conduct A/B testing to compare the performance of different creatives and identify the most effective approach to further optimize their advertising efforts. Additionally, in month 3, the client aims to incorporate Google ads into their marketing strategy, expanding their reach and diversifying their advertising channels.
Using Facebook ads as a means to drive traffic and increase sales for their new e-commerce website proved to be a successful strategy for the brick-and-mortar flower shop. By allocating a budget of $2000 over a 40-day period, the campaigns achieved a solid ROAS of 11.43, with the free shipping campaign outperforming the 10% off campaign. The positive results have prompted the extension of the free shipping campaign and the planned implementation of A/B testing and Google ads in the upcoming months. This case study demonstrates the effectiveness of targeted Facebook advertising in driving traffic and achieving sales growth for e-commerce businesses.