Key Results

838%
Increase in Facebook Advertising Conversion Rate
ROI%
Exceeded Target

“ Reload are very focussed on servicing the client as best as they can. They are quick to react to feedback to ensure client satisfaction, which allows us to continually improve our brand in the digital space.”

— Toni Firth, Marketing Manager

About The Client

Objective

Silver Chef were looking to increase the number of downloads of their annual Hospitality Industry Success Index (HISI) report.

As Reload Media had worked with Silver Chef in the past to determine the average value of a HISI download, we were able to further collaborate to set a return on investment (ROI) objective for our HISI promotional activity.

The Work

Reload Media  looked to trial a number of different advertising channels and ad formats in order to determine the best mix to promote the report.

We found that Facebook image ads were performing strongly with a 1-2% conversion rate. However, we hypothesised that conversion rate might be greatly improved if we were to replace our image advertisements with custom tailored, promoted newsfeed videos.

Results

  • The switch from image ads to video ads on Facebook saw immediate success with a 838% increase in conversion rate.
  • The ad unit also produced a return on investment exceeding the ROI target for the campaign.
  • The video Reload developed was also added to the ‘HISI eBook’ landing page and has helped with both enriching on page content and the overall conversion rate of the page itself.

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