Best Marketing Case Studies & Campaigns

Facebook Dynamic Ads help advertisers display the right product to the right people at the right time. Here is how this happens: A potential customer visits your site and browses through your products. Facebook, through the Pixel, will pair products and users and ‘take notes’ on how they interacted with them. When you create a dynamic ad you can include everyone that exhibited the same behavior, bring them back to your website by displaying the very same products each user engaged with using accurate and updated information available in the product feed. This how dynamic ads can help your visitors to complete the transaction.

Flyspot’s freeflying simulators offer people the opportunity to float on air, without even leaving the city. Whether they are skydiving professionals, family groups or adventurous adrenalin seekers. There is a wide range of Flyspot vouchers, experiences and courses to suit everyone.

In this piece, we’ll examine how the Polish indoor skydiving center achieved up to 13X return on ad spend when it used Facebook dynamic ads in a campaign to win new customers and re-engage existing ones.

PROBLEM

Flyspot’s proposition is an unusual one, so it wanted to build wider awareness of its freeflying experiences and increase voucher sales among leisure users, as well as courses for serious skydivers.

SOLUTION

Flyspot worked with digital agency Performance Media Poland to build a “full-funnel” campaign strategy to effectively build brand awareness and foster consideration that would lead to sales. It did this in 3 stages:

1. Awareness
   The team started out with video ads and ads in stories, using the brand awareness objective to maximise reach across Facebook, Instagram, Audience Network and Messenger. Flyspot opted for the mobile-friendly square video format, with different creative tailored to the 2 audiences it wanted to reach: leisure users and professionals. The leisure audience (children, adults, families and groups) saw videos showing people experiencing the excitement of the wind tunnels, while professionals saw videos featuring training courses. These audiences were created using Custom Audiences and later, lookalike audiences.
2. Consideration
   Flyspot then aimed to get people thinking about booking an experience or course by bringing its offer to life and encouraging them to learn more about freeflying on its website. It used Instant Experience, a fast-loading, full-screen format, along with carousels and still vertical images. Once again, Flyspot showed these ads to Custom Audiences and lookalike audiences.
3. Sales
   With engaged audiences now taking notice of Flyspot, it then switched to retargeting with dynamic ads, which automatically pulled the most relevant offers from Flyspot’s product catalogue into the ads that people saw, based on the actions they took as a result of seeing previous ads.

Flyspot also used broad audience targeting with dynamic ads, to showcase its offer with even more prospective customers who were likely to be interested in Flyspot or businesses like it, but who had not necessarily visited the website yet. To meet its goal of driving up sales volumes at a positive return on investment, Flyspot used a combination of the conversions and catalogue sales ad objectives for this phase.

RESULT

Flyspot’s carefully staged 8-week campaign increased sales in a cost-effective way, and the highly relevant dynamic ads delivered the best overall return on ad spend for attracting new customers. Between January–February 2019, the campaign resulted in:

• 2.9X increase in sales
• 13X return on ad spend from first-time buyers with dynamic ads
• 4X return on ad spend with dynamic ads for broad audiences