We’re big proponents of FB ads over here. (Duh.)

But here’s why: because they WORK. They really, really work. And today we’re diving into a new case study with one of our clients to show you a super successful launch that’s basically, well, a MIRROR into what can happen with a killer ad strategy.

You ready? Let’s go!

Who: System Envy client who has a successful personal brand and was prepping for a new course launch (at a $997 value). This new client had onboarded riiiight before their launch, so we didn’t have a ton of time to build audiences and lists — and the course was brand new, too.

How: We immediately launched engagement videos right away to start building awareness and engagement audience via ads — and then we had to move quickly to complete the ads onboarding for iOS, to get her domains verified, to install her pixel, and to prioritize events. Once it was time for launch, we followed this strategy:

• Free training invite ads
• Free training reminder ads
• Cart open ads
• Cart close ads
• Final day/urgency ads

The numbers:

• Estimated return on ad spend: between 725% and 825% (a whopping $1.4M)
• Purchases attributed to ads: 1,200+
• Cost per lead: 137K+ leads for $0.81/lead — an insanely good CPL
  • Note: typical launches are around $4-8 CPL
• Cart close ad tripled cart open in purchases

The takeaways:

To say that this ad campaign was successful is an understatement — it was a big goal crusher for our client, and here are a few things we’ve been able to take away from that:

• Engagement ads WORK — and they work well. In this launch, warm and lookalike audiences performed best.
• Pushing urgency can be a huge winner when it’s done right
• — and for us, this showed up big-time in the cart close phase (which tripled the sales of cart open).
• Boosted posts are fun to play with! In this campaign, we utilized Instagram and Facebook lives of the client inviting people to her free training and to take part in her course.
• The backend setup matters, and it matters big time. Taking the time to get this client onboarded quickly and efficiently — yet successfully — was a big win for us all.
• A killer launch makes for a yearly repeat — and our client is now making this course a yearly drop!

So, there you have it — proof that an engaged, warm audience can make ALL of the difference (and then some!) with a launch. This launch showed that being intentional about warm audiences — regardless of how long you’ve been launching — is a big marker for success.

Also, 725-825% return on ad spend?! Yes, please! 

We can’t wait to see you scoop these strategies for your next launch.

Stay tuned — we’ll be back with a new case study so soon!

Did somebody say CASE STUDY?!

Yes. We did. 🙂 We’re back for another installment of our new case study series, and today we’re putting the spotlight on another one of our clients: a photographer client who runs courses, has a monthly membership, and also creates tons of other content. I thought this would be a fun study to highlight as the budget for this launch was tiny but the return was huge. I think a lot of times people hear launch and they think it has to be 10’s of thousands of dollars. It doesn’t! Especially if you’ve been consistently and strategically building your audience and engagement as part of your overall marketing strategy. 

Let’s dive in!

Who: System Envy client who’s a photographer with courses, a new guide for photographers ($297 value — but on sale for $147 for this launch), a membership, and photography resources, plus has an established warm audience.

What: This client has a lot of offers, and we’ve run ads for a lot of those offers — particularly, though, we’ve spent a lot of time running engagement campaigns and launches for her photographer courses. This launch was specifically for a sale inside of her shop and to launch a guide for photographers. 

How: We approached this ad campaign with a huge focus on engagement and connection, especially: 

• Repurposed video content from her YouTube channel for engagement ads
• Evergreen engagement ads
• New videos, launched weekly
• Carousel testimonials 

The numbers: 

• The launch revenue from our ad strategy was +$34,000
• Return on ad spend: over 1,741%
• Around $5/purchase return (on a $297 offer)
• 33% of sales came from testimonial ads (they were queen!)
  • Note: these are wonderful to be used as a selling point — they’re so powerful!
• The “last day!” ad we ran was responsible for almost 50% of sales

The takeaways:

This ad campaign taught us a lot, but also really cemented some strategies we focus on big-time over here:

• Last-day ads are always worth a try (and they were a huge win in this case and in most cases)
• Testing creative is super effective — by testing carousels, longer-form videos, *and* our regular, static image ads, we had a great opportunity to both educate the audience and gather sales (and data!) from all types of creative and content
• You don’t always have to reinvent the wheel! We repurposed an older YouTube video for this campaign and it went insanely well
• Testimonial ads are very often the best way to launch products like this — people want to hear from other people!

My friends, there you go — a new case study for ya! This one is really such proof that engagement and social proof matter massively and you don’t have to run a huge budget to see big wins! Put these strategies to the test for your next launch!