Calm Success Story
Learn how Closed Loop and Calm drive 6x more leads through engaging 3D animated creative.
A high-speed fiber internet provider aimed to improve its Meta advertising campaigns to enhance brand awareness and drive sales more efficiently. The provider sought to compete with industry leaders by leveraging data-driven strategies. Despite running conversion campaigns optimized for sales, the company struggled to reach cost efficiency and sales volume.
To achieve the company’s goals, Closed Loop set up campaigns with different objectives. Reach-optimized campaigns were designed to drive brand awareness by ensuring ads were shown to as many unique customers as possible in key markets. Then, conversion-optimized campaigns were implemented to focus budget on generating sales from people most likely to transact based on Meta’s AI.
Over time, the data told a surprising story. The customer acquisition cost (CAC) for the reach-optimized campaign was lower than that for the conversion-optimized campaigns, resulting in a higher number of sales. Our team tested this theory by switching the conversion-based campaigns to reach-optimized ones. Over the course of two months, the cost per sale decreased by 50%, while sales increased by 55%.
The findings suggested that the conversion-based model limited the company’s ability to scale in key markets. In this case, reach-optimized campaigns achieved both goals — brand awareness and efficient sales. Moving forward, the company and Closed Loop continue with this strategy, noting the importance of human intervention in closely monitoring performance to ensure AI delivers the best outcomes.
Learn how Closed Loop and Calm drive 6x more leads through engaging 3D animated creative.
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