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2 Facebook Ad Campaign – How a digital highlighter pen beat its return on investment goals : Case Study

This is a Facebook Ad Campaign Case study to learn how you can increase return on investment with a well planned Facebook ad campaign. In this case study find how setting up double Facebook Ad Campaign helps a Digital highlighter producers saw a 12.9X return on ad spend. After testing several Facebook ad formats in several campaigns to discover the most efficient ways to contact potential customers and drive sales.

A brief overview of the case study:

  • It was important for the Pen brand to raise awareness about its new model among its target demographic of students and generate sales on its website.
  • A dual Facebook campaign launched items internationally, looking for potential customers and then retargeting them to promote sales.
  • Conversions increased by 8.6 times, and the return on ad expenditure was 3 times greater than the target.

The issue:

The company behind the pen-shaped digital highlighter, was founded in 2010. With the pen, users may scan and transfer text directly from a page to a variety of computer programme, and even convert it into over 40 other languages.

The company intended to raise awareness about its wireless scanner, among its target demographic of students, academics, and office professionals, as well as drive sales of its products on the website. For this campaign, it set a 4X return on ad spend as its goal.

Solutions Provided with Facebook Ad Campaign:

The company hired the digital marketing experts to assist present its products to a global audience and ultimately increase sales.

The idea was to execute two Facebook Ad Campaigns over a three-month period:
  • 1. One to hunt for potential consumers and boost traffic to the website, and
  • 2. Another to reach people who had previously been to the website to drive sales.

Facebook ad campaign

People viewed ads in a variety of formats, including video commercials and slideshows, as well as Instant Experience, which allowed to build a tiny landing page ad with more space for text and product information than other ad formats. After that, looking at which audiences and formats performed best and adjusted their campaign plan appropriately.

The initial focus of this parallel campaign was on those who came to the website as a result of viewing prospecting advertising and who did specified actions, such as adding a product to the basket. In the days after a website visit, these customers saw adverts offering an exclusive, time-limited price in an attempt to get them to buy anything.

At the same time, it has been observed that several of their videos were widely shared around Facebook organically, leading to an increase in video views. Hence the company reacted fast by showing additional advertising to those who had seen the viral material. The company studied up on ad performance and trends, and used the knowledge they gleaned to enhance future campaigns. For example, despite the fact that the product was aimed at a younger demographic, the majority of purchases were made by customers 45 and older. As a result, they tweaked the ad copy to appeal to a younger audience and launched a new campaign targeting them.

The results of October–December 2017 campaign were 3X better than the company's intended return on ad spend and led to a significant boost in sales.

  • A campaign's average return on ad spend was 12.9 times higher than the national average.
  • An 8.6-fold increase in conversions over the previous year
  • More than three times the return on ad spend
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