Today’s marketing success essentially comes down to insights, strategy, and way more of it. This case study examines how two high performing campaigns raced to the top by working data in to determine the tactics and show the marketing outcomes that adds up to real growth with the use of data and targeted content.

Client A: Boosting Engagement with a 720.2% Surge in Content Interaction

Overview:
Client A wanted to increase brand engagement with a relatively modest ad budget of $1,999 and with the aim of reaching a larger target audience through  Instagram and Facebook.

Strategy Highlights:
Platform Comparison: The results varied hugely by platform. Engagement objectives should be utilized with Instagram due to their higher engagement rate. We showed that Instagram users are more likely to interact with their profile, to send messages and comments versus Facebook users.

Creative Approach:
Video ads were given priority over static images as it increases engagement in the ad. The video content, being short and visually captivating, tends to reach more and perform better. Also, videos were a deliberate choice of capitalizing on dynamic storytelling to trigger action like comments and profile visits.

Key Takeaways:
In this case, Instagram was found to be the best platform to achieve interaction focused goals as users are highly active and have a passion for immersive, visual content. Within Instagram, users were very likely to interact on actions such as profile visits, direct messages and comments, demonstrating a deeper level of engagement than the same users on Facebook.

By instead directing efforts towards those platforms where users are more naturally inclined to interact, performance of your brand’s campaign can be significantly improved for those brands with similar engagement goals. Overall, by matching content type with platform behavior—using Instagram for engagement and video content for impact—brands can increase engagement rates and run a more efficient cost per result with every dollar of their ad spend spent.

Client B: Converting Visibility into Revenue

Overview:
With a larger budget of $2,700, Client B aimed to generate website traffic and drive conversions. The campaign achieved an impressive reach of 138,437 potential customers, highlighting the power of targeted advertising in extending brand visibility.

Strategy Highlights
Platform Comparison: For link click objectives Facebook looks to be the best platform. While Instagram’s users are mostly engagement driven, Facebook users were particularly apt to respond to call to action (CTA) prompts, producing a big spike in link clicks.

Creative Insights: The extra effort involved to click multiple images was too much for immediate CTAs to be as effective as carousel ads. It transitioned, instead, to simplified ads with a single image and clear calls to action, creating more seamless interactions.

Outcome
The strategic placements and creative of the campaign were paid off with 4,021 good link clicks at the cost of $8.39 per result. On top of that, the campaign directly drove sales with 71 purchases and a purchase ROAS (Return on Ad Spend) of 5.24. Client B spent $1, and was seeing a return of $5.24 for every $1 invested, which showed direct profitability of the campaign.

Key Takeaway
Content and creative elements like CTAs that are tailored to the platform’s strengths can really make a large difference in ad performance. For example, Client B found that simple, direct ads on Facebook measured optimally for conversions while helping support their sales goals effectively.

Actionable Strategies for Future Campaigns

Platform Optimization: Audience behaviors vary across social platforms, so align objectives with platform strengths—engagement campaigns perform well on Instagram, while Facebook is effective for traffic and conversion goals.

Creative Formats: Dynamic visuals, particularly videos, drive higher engagement. For conversion-focused goals, keep CTAs clear and direct with straightforward ad formats, especially on platforms like Facebook where users respond to simple, actionable messages.

Data-Driven Adjustments: Monitor real-time campaign data and be ready to adapt. Client B’s shift from carousel ads to single-image CTAs is a testament to responsive marketing that prioritizes results.