Helping a Limousine Rental Brand Reengage Potential Clients After The Pandemic
Updated: Jun 10
After shutting down its operations for 2 years due to COVID-19 restrictions, a Limousine Services company needed help reengaging clients and promoting its re-opening to a new audience.
The brand wanted to use social media advertising to reach potential customers with a re-opening ad. The objective was to send prospects to a website page where they could get in touch to learn more or book a ride online.
I decided to split the ad budget to test a few different audiences. As the company already had a considerable social media presence (almost 20K followers accross Facebook and Instagram), I wanted to use this audience as the source for a Lookalike audice for the ads.
I tested 3 audiences:
A warm audience of Facebook and Instagram engagement
A cold Lookalike audience of the Facebook and Instagram engagement
A cold interests audience with geographic segmentation
I also tested 2 ad creatives: a carousel and a short video ad (see below). The campaign goal selected was traffic since the client wanted to direct people to the company's website.
These are the final numbers from this campaign
Avg. CPC: $0.49
Avg. CTR: 1.5% (0.89% benchmark)
Accounts reached: 40,482
The best performing audiences (CPC of $0.48) were the cold ones: Lookalike and interests. This is expected since they are much broaded then the warm audience tested.
The best performing ad creative was the video ad. This shows that the target audience is much more promopt to consume video content on social media than interact with static carousel ads.