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RussianPointe

FACEBOOK ADS CASE STUDY

31%Lower cost per click on Facebook ads

using curated User Generated Content

Authentic user generated content for an authentic heritage brand

THE SITUATION

With well over 40,000 engaged Instagram followers, Russian Pointe’s existing social footprint was notable.

Between thousands of potential brand advocates and an endless array of products to put on display, the brand represents a prime candidate for extensive social selling.



Given the brand’s massive social following and repository of customer photos, Russian Pointe was a perfect fit to take advantage of Photoslurp’s Facebook ads integration

THE GOAL

The question remained of whether or not traditional promotional photos would outperform User Generated Content in a social advertising setting. Our goal was to find the answer.



AN AUTHENTIC

UGC SOLUTIONRussian Pointe leveraged Photoslurp’s technology to navigate more than 1,100 approved images.

Based on the engagement levels of the images on their eCommerce website, and the specific product campaigns the brand was promoting, Russian Pointe chose the appropriate images to feature in the Facebook ad.

Curating User Generated Content through Photoslurp, the A/B test would decisively determine how UGC performs against a traditional promotional photo.



31%The UGC ad was the clear winner following the test, scoring a 31% lower CPC than ads run using the same campaign setup but with traditional, “professional” creatives.

THE RESULTSThe campaign was set up as a split test: one ad displayed customer photos curated via Photoslurp, the other a professional photo provided by Russian Pointe.

These results reaffirm the power of authenticity through organic UGC and the consistency of Photoslurp’s solution.



REPLICATING THE RESULTS

As we did with Russian Pointe, Photoslurp enables marketers to use their User Generated Content in organic posts and Facebook ads with the goal of improving engagement and performance.

Marketers looking to replicate this type of campaign and results can do so through the following steps:

1. Browse your Top Photos in the Analytics section of your Photoslurp account, all of which have been collected via your configured hashtag.



2. Select an appropriate photo based on the performance of the image and the ad campaign you’ll be running.

3. Request media rights for the desired image for legal use in marketing campaigns by clicking the “Get Media Rights” button.

4. If you have not included Terms and Conditions, the window will request that you do. If your Terms and Conditions are already in place, you may proceed directly to the next step.



5. You will customize an authentication message in the “Comment” field, which will be sent to users along with a link to the ‘grant rights page’.

6. Click Save & Copy URL to Clipboard. Then, your message and your grants rights link will be copied and ready to paste directly into Instagram.

7. Paste the already copied message into a comment or direct message on Instagram.

Media rights are approved based on the response of the photo provider.

Here is a sample authentication message which we recommend you personalize. A link to your terms and conditions will automatically be added:

"What a fantastic photo! We would love to feature it on our website and marketing campaigns to show the world how great this model looks on you. Go to the following link and click Accept if you’d like us to use your image http://nicepho.to/brandname/”



8. Once media rights for the photos have been granted, an “Upload to Facebook Ad” button will appear. You can select this option to send your photo directly to your Facebook media library for use in your campaign.

9. After your UGC assets are live in Facebook, you can create your ad directly in the Facebook ads platform using the desired parameters and audience as per usual - only utilize a split test to ensure the desired results.

If you want to find try out User Generated Content in your Facebook ad campaigns, contact us and we’ll provide the training needed, as well as coupons to get the campaign started for free!

[email protected]

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