Barbizon of Red Bank wanted to generate more leads for their seasonal sessions.
We divided their target audience into two segments, teens and their parents. We recommended a social media campaign because based on their demographic they were most likely to be on social media. Another reason we chose social media was this was more of an impulse than something for which they would search. Having the ads come up in their feed would result in a more targeted click-through.
We began with Facebook for the parents and Instagram for the teens. Our daily ad spend was $5 per day because they were just starting out and we wanted to make sure the system worked before we spent the full budget.
The teens showed results right away however the parents ads were lagging behind in click through rates. We did some additional research and we suggested to move the ad to Instagram. Even though our demographic was spot on for a Facebook campaign, Instagram was picking up steam for the 35 to 55 women demographic we were targeting. We immediately saw results.
The campaign has been running over a year now and the teen ad has averaged a 4% conversion rate and the parent ad nearly 7%. We have seen months with conversion rates as high as 14%. One thing we do is regularly change the image and that usually results in an uptick in conversions.
Barbizon of Red Bank