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Driving efficient user acquisition through persona-based video creative

FITNESS CHAIN

Fitness Chain: Driving Efficient User Acquisition through Persona-Based Video Creative 2

CLIENTA California-based fitness chain specializing in short, high-intensity group workout classes and personal instruction for all ages and fitness levels. The chain has five locations in the Los Angeles area and San Francisco Bay Area.

GOALThe 3Q team wanted to test out new video assets the client made but needed a performance strategy to drive new signups - because of very strong seasonality in the health/fitness industry, the client was facing high off-season CPAs and did not have extra budget for awareness initiatives. In order to leverage the assets efficiently and get closer to the target CPA, 3Q set up a persona-focused creative test on Facebook.

EXECUTIONThe client’s video assets featured different types of customers speaking about their experience with the company. These videos were matched up to each of the closest-aligned audience “persona” ad sets. This matching was based on a combination of demographic, psychographic, and behavioral attributes. The primary goal was to allow the targeted audiences to “see themselves” in these new ad units. This approach created a very relevant, tailored experience for the users we targeted.

Fitness Chain: Driving Efficient User Acquisition through Persona-Based Video Creative 3

CVR improved by 72% and CPA improved by 34% when comparing the three weeks before and after the creative was changed.

RESULTSWhile static image units typically have stronger direct-response performance than video units, the tailored approach helped turn these video campaigns into a performance strategy. Though CTR decreased (in line with expectations when shifting from static ad units to video), the audience quality was much higher for the video traffic. Comparing three weeks of static image performance to the subsequent three weeks of persona-based video campaigns, CVR increased by 72% and CPA improved by 34%.

Shift from Static Images to Persona Videos12%$80

$70

$60

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$10

$0

6%

10%

4%

8%

2%

0%Persona Videos (3 weeks after)Static Images (3 weeks prior)

CPA CVR

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