This Secret of Successful Wedding Park on facebook Ads
Senin, 18 Desember 2017
Wedding Park is a website
with a database of over 5,000 wedding locations across Japan. The popular
website offers a large number of wedding venue reviews to help couples find
just the right spot to tie the knot.
The wedding venue website
improved its conversion rate by 90% after it created a video ad optimised for
mobile News Feed on Facebook and Instagram, and subsequently retargeted the
viewers.
Wedding Park held a press
conference and launched digital ads to coincide with the release of its newest
brand video. Together with its advertising agency Cocolable, the website ran a
joint Facebook and Instagram campaign from March 22–31, 2017 to boost awareness
of its services.
The company knew most of its
audience would be viewing its ads on their mobile devices, so it designed the
video according to mobile best practices to give viewers a more visually
engaging experience. The video was in a vertical format with aspect ratios
designed to fill mobile screens. It featured a cheery bride demonstrating the
joys of wedding planning, placing special emphasis on the venue decorations and
other aspects of the event setup.
Wedding Park targeted its
ads to women between 20–35 in Tokyo, allowing for optimised reach without
creating too narrow of a focus. After the brand awareness campaign, it created
a Custom Audience of people who watched the video, and retargeted with a second
video ad designed for conversion.
The 2-phase campaign
achieved higher click-through rate and conversion rate than would have been
possible with a standalone conversion campaign.
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| Wedding Park features used in facebook ads |
Wedding Park’s 2-phase
campaign used mobile-optimised video ads and a Custom Audience to achieve the
following in just 9 days:
1.57X increase in
click-through rate
1.9X increase in conversion
rate
1.2X increase in brand
search frequency (compared to same period the previous year)
