We looked at what they’ve done before and what their competitors are doing, and then we ranked those campaigns by effectiveness.
We discovered that ads that evoked a certain mood were the most effective. In particular, smiling people, relaxing facial expressions and a certain age group (28-35) responded best.
These insights became the foundation of our experimental sandbox testing campaign.
After running ads to test multiple ad creatives with singular interest targeting, we found four good-performing creatives. But the stand-out was one that featured a high contrast slideshow effect.
We used these four ad creatives as a base and set up their look-a-like audiences with the email list provided, alongside cold interest targeting.
After a few weeks, the look-a-like audiences gave the best response, and then we started scaling our budgets by increasing them gradually using our in-house strategy to allow Facebook to optimize efficiently.