- Home
- Case Studies
- Energy Drink Brand
Case 09 · Attention
4.38M ThruPlays across 12 territories for a product launch
- Client
- Energy Drink Brand
- Campaign
- Product launch
- Markets
- Twelve territories across the Caribbean and Bermuda
- Period
- May–June 2023
- Channels
- Meta (Facebook and Instagram)
The brief
What the campaign had to do
- Goal
- Launch a new product with video views, ad recall and a launch giveaway
- Structure
- Seven Meta campaigns: launch and giveaway, influencer videos, an A/B/C test of the steps to enter, and June campaigns for the steps to enter and the launch
- Territories
- Antigua and Barbuda, Barbados, Bermuda, British Virgin Islands, Cayman Islands, Grenada, Guyana, Jamaica, St Kitts and Nevis, St Lucia, Sint Maarten, and Trinidad and Tobago
- Channel
- Meta (Facebook and Instagram)
- Period
- May–June 2023
- My role
- Paid media strategy and execution
The results
What it delivered
Influencer videos · optimized for ThruPlays
The launch · all seven campaigns
The A/B/C test: version B lifted ad recall most
Estimated ad recall lift, people, for three versions of the steps-to-enter ad, each on 1.73M–1.76M impressions.
Learnings
What the numbers show
Creators carried the views
The influencer videos drew 4,380,516 ThruPlays and 46,269 link clicks, at $0.002 USD or less per ThruPlay in every territory.
Test, then compare
Three versions of the steps-to-enter ad ran on near-equal impressions. Version B delivered 19% more estimated ad recall lift than version A.
Guyana led the views
Guyana delivered 2.08M of the 4.38M ThruPlays, from 376,248 people reached, and 26,111 of the link clicks.
Recall at scale
The launch and giveaway campaign and the June steps-to-enter campaign were optimized for ad recall, with estimated lifts of 118,100 and 134,700 people.
Figures come from the campaign's own reporting: Meta Ads Manager campaign export, May to June 2023. Budgets and amounts spent are not shown. My role: paid media strategy and execution.
Want results like these?
In-house or on engagement, tell me the number you need to move.