Purple Cow's Reels Strategy Sparks 5.5-Point Brand Awareness Surge for ElectroniksX
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Point Increase in Reach
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Increase in Reach
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Client Background
ElectroniksX, a leading electronics company offering a wide range of products - TVs, smartphones, wearable devices, tablets, and digital appliances, aimed to increase brand awareness and consideration for its new Xbuds among Gen Z audiences. To achieve this goal, ElectroniksX collaborated with Purple Cow to test the effectiveness of Reels-specific content on Instagram.
The Challenge
ElectroniksX sought to reach Gen Z audiences effectively and boost awareness of its new product, the Xbuds. The challenge was to devise a strategy that would resonate with this demographic and drive brand metrics such as awareness and consideration.
The Solution
To address the challenge, Purple Cow implemented a multi-cell test to evaluate the impact of Reels-specific content. The test compared three cells:
Cell 1
A campaign running video ads in ElectroniksX 's usual ad placements on Facebook and Instagram (Feed, Stories, Explore) excluding Reels.
Cell 2
ElectroniksX 's usual campaign plus a campaign featuring tailored Reels ad creative specifically created for the launch.
Cell 3
ElectroniksX's usual campaign plus a campaign using its standard ad creative in Reels.
Execution
For Cell 2, the team at Purple Cow created Reels-optimized assets tailored for the Xbuds launch. These assets followed Meta's best practice recommendations for Reels ad creative, incorporating entertaining visuals, music, and storytelling to engage the audience effectively. The content was designed to be relatable, spontaneous, and in line with the native Reels format.
For Cell 3, we utilized ElectroniksX’s standard video ad creative for Reels, ensuring clear brand elements throughout the runtime and optimizing for sound-on viewing
All ads were targeted at adults in the aged 18 and over, with interests aligned with the product offering. The campaign budget was optimized using the campaign budget optimization feature to maximize performance in real-time.
Results Achieved
Significant Sales Growth:
1. Within the first year of launching the Shopify store, the client
experienced a remarkable 200% increase in online sales.
2.This surge in sales not only exceeded expectations but also
validated the effectiveness of the digital transition strategy.
experienced a remarkable 200% increase in online sales.
2.This surge in sales not only exceeded expectations but also
validated the effectiveness of the digital transition strategy.
Successful Transition:
1. The successful transition to eCommerce enabled the client to adapt
to changing consumer preferences and market dynamics.
2. By embracing a digital-first business model, the client expanded its
market reach and established a strong online presence.
to changing consumer preferences and market dynamics.
2. By embracing a digital-first business model, the client expanded its
market reach and established a strong online presence.
Wider Audience Reach:
1. Our solutions empowered the client to reach a wider audience beyond
their traditional geographical constraints.
2. With enhanced visibility and accessibility, the brand attracted new
customers and fostered brand loyalty among existing ones.
their traditional geographical constraints.
2. With enhanced visibility and accessibility, the brand attracted new
customers and fostered brand loyalty among existing ones.
In conclusion, our strategic implementation of Shopify, coupled with tailored features and extensive training, facilitated the lifestyle brand's seamless transition to eCommerce, resulting in significant sales growth and market expansion.
Results
The results of the April 20–May 26, 2023 campaign revealed the following:
5.5-point
Lift in standard brand awareness for Cell 2 (tailored Reels ad creative), compared to the other two cells.
1.8-point
Increase in consideration for Cell 2, compared to the other two cells.
47%
Increase in incremental reach among Gen Z audience for Cell 2, compared to the other two cells.
Testimonial
This success story demonstrates the effectiveness of tailored Reels ad creative in driving brand awareness and consideration among Gen Z audiences. By leveraging the native format of Reels and creating engaging content specifically tailored for this platform, Purple Cow was able to achieve significant uplifts for ElectroniksX in key brand metrics, paving the way for future success in reaching and engaging with its target audience.
Testimonial
Purple Cow revolutionized our online sales strategy, delivering outstanding results. Their expertise and commitment made all the difference in propelling our brand forward in the digital space
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Implementing tailored Reels ad creative with Purple Cow has been a game-changer for ElectroniksX. The uplift in brand awareness and consideration for our Xbuds among Gen Z audiences was remarkable.