What was the role of digital within the media mix?
Quintain Living and digital advertising agency NMPi by Incubeta decided to try a more streamlined approach to finding prospective leads on Facebook. Following Facebook’s best practices, they simplified the account structure by combining ad sets and consolidating campaigns to allow Facebook’s machine learning to optimise for better results. They also set up custom event conversions for when people made a website enquiry or clicked to open an enquiry form, and then used the event with highest volumes as a conversion event for optimisation.
The subsequent prospecting campaigns were targeted to Quintain Living’s core demographic of people aged 25–35 in the greater London area, as well as website Custom Audiences and lookalike audiences similar to existing Quintain Living renters. These people saw video ads, ads in carousel format, and boosted posts featuring visually appealing 360-degree images of the development. Automatic placements ensured that ads were seen in the placements that were most likely to drive the desired results.
The “Boob Bot” experience itself, when opened, asked viewers a few questions about their breasts or pecs—including which terms they preferred to use in reference to their own body. Depending on the answers received, it then showed people the best method of examining themselves and invited them to sign up for monthly self-check reminders.
Increase in leads
decrease in cost-per-lead
more enquiries overall
What results did you attain? What was the biggest achievement?
Between March 1–31, 2020, Quintain Living’s streamlined approach showed much-improved results, compared to similar campaigns it had previously run. The combination of visually striking ads and sophisticated optimisation techniques achieved:
4X increase in leads
50% decrease in cost per lead
2.4X more enquiries overall
What was the killer headline?
Optimising for leads with Facebook’s custom event conversions