LEADS
1
AD SPEND
$
1
COST PER LEAD
$
1
CONVERSION RATE
1
%
Our client is a beverage company that was looking to build an email list for remarketing to help fund its crowdfunding campaign.
The goal was to fund their Kickstarter campaign so our client could manufacture and bring their product to market. The challenge with crowdfunding campaigns is that there is a lot of preparation and pre-marketing work done ahead of the launch of the actual crowdfunding campaign. Successful crowdfunding campaigns are funded in usually the first 24 hours, so our client wanted to tap into the user base on social media to build a warm audience of people to remarket to in order to make their Kickstarter campaign a success.
Growing the customer email database was a strategy decision made early to be able to cost-effectively re-market in future.
We developed our client’s ideal customer profile by first researching [an array] of brands and categories that align with our client’s market. Using Audience Insights, we refined our target market by age groups, and related brands based on level of affinity.
With ample creatives and various ad copies, we tested our first campaign against our hypothesis of cold audiences who consume energy drinks and nutrition supplements. To achieve more immediate results and test our market quicker, we launched five different audiences each day to determine which groups of people resonate most with our client’s product.
Using Facebook’s lead forms, we captured users’ email addresses quickly with a simple swipe-up or click to opt-in. After receiving the initial data, we were able to create lookalike audiences of anyone who engaged with our ads, and market to these more targeted audiences to achieve a higher conversion rate.
Talk about how you optimized your ads by deactivating / activating ads, testing different creatives, ad copies, and reallocating budget across different audiences.
Depending on the industry, lead costs range anywhere from $5 – $1,000 per lead. In less than 5 weeks, we built an email list of over 1,700+ people at less than $1 per lead.
