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Higher sales revenue by adding the Reels standalone placement on Facebook and Instagram
The insulated drinkware brand tested running an ad campaign using Reels as a standalone placement on Facebook and Instagram in addition to its usual prospecting strategy, and saw a 34% higher return on ad spend.
higher return on ad spend for standalone Reels campaign plus usual campaign setup, compared to usual campaign alone
higher return on ad spend for standalone Reels campaign plus usual campaign setup, compared to usual campaign alone
higher return on ad spend for standalone Reels campaign plus usual campaign setup, compared to usual campaign alone
higher return on ad spend for standalone Reels campaign plus usual campaign setup, compared to usual campaign alone
Founded in 2010 and headquartered in Orlando, Florida, Corkcicle’s first product was the original Corkcicle Air in-bottle wine chiller. Since then, the company has continued to innovate and evolve, and now offers a wide variety of drinkware, barware, coolers, canteens, tumblers, stemless wine cups, mugs, bags and accessories.
Corkcicle wanted a way to increase ad campaign efficiencies on Facebook and Instagram, including a higher return on ad spend and sales.
In past ad campaigns on Facebook and Instagram, Corkcicle’s usual strategy was to run ads across all available placements. To understand whether any particular placement had driven the strongest results, Corkcicle’s user-generated content partner, Brkfst.io, took a closer look into breakdown per placement and noticed that Reels had driven exceptional performance.
Eager to prove the efficiency of Reels, Brkfst.io recommended that Corkcicle develop a strategy that uses diversified ad creative content designed for the Reels placement to drive stronger campaign performance. So Corkcicle decided to put ad spend behind a standalone Reels campaign and run a conversion lift study to see how well it worked.
The team ran an A/B test that consisted of:
Corkcicle ran the same video ads in both cells. The ad creative showcased the brand’s products, and all ads included a Shop now button that linked to the relevant product pages on Corkcicle’s website.
For the Cell A campaign, the team showed the ads to US adults aged 21 and over, including those with an interest in fitness, gyms and exercise, while excluding visitors to the brand’s website from the previous 30 days and people who had made an online purchase within the past 180 days.
To ensure substantial delivery to the Reels standalone campaign at the ad set level in Cell B, Corkcicle used broad targeting to show the ads to US adults aged 21 and over.
Corkcicle determined the results of its August 11–September 13, 2022 campaign using a Meta conversion lift study, which revealed stronger stats when using a standalone Reels campaign plus its usual campaign setup, compared to the usual campaign alone:
This test proved that the addition of Reels standalone drives incremental efficiencies in comparison to our business-as-usual prospecting strategy on its own—more purchases, more sales revenue, increased reach and higher return on ad spend at a lower cost per purchase. Because of this test, we plan to scale our investment in the Reels standalone placement.
