1. DR PERFORMANCE IMPROVES
WITH FULL-FUNNEL SUPPORT
Observed an 83% higher incremental
ROAS on our direct response media
when we introduced awareness
budget as additional campaign
support.
RESULTS
Continue running our direct response media with our
traditional lower-funnel, results-oriented strategy. A/B
split this group and introduce upper-funnel media to one
group with the potential to see both and measure the
results. As the results show, we saw better performance
against the client KPI for the group that was eligible to
see a full-funnel media approach.
STRATEGY
Proving the value
that awareness
support adds for
direct response
objectives on
Facebook.
Impactful performance results for our Facebook direct response
campaign when we introduced awareness budget for Athleta
-Focused on branding ad copy
-'Learn More' CTA
-Kept content broad
-Upper-funnel targeting
-Used blog landing page
-Focused on product specific ad copy
-'Shop Now' CTA
-Category or product specific content
-Lower-funnel targeting
-Used 'Suits' category landing page
OBJECTIVE
CREATIVE SAMPLES
Direct ResponseAwareness
*A Booyah Advertising case study by Cailin Schmirler