CASE STUDY
Scaling Paid Social Investment for HeygoHeygo is an innovative start up offering remote, live streamed tours in exotic locations across the world. The revenue model is based on a tip-based mechanism and user subscriptions.
April 12, 2021
+320%Platform signups
Propel services used
Team members involved
Rob SimpkinsCo-Founder / Head of Service
Anna SwordsSenior Paid Social Consultant
Thanh HoangPaid Social Consultant
The Challenge
New Brand LaunchAt the beginning of the partnership, Heygo was a new brand that was also creating it's own market. The core challenge we had was in communicating the the proposition with clarity and helping users trial a brand new experience.
Prove Paid Social ValueThe paid social channels were chosen as the initial investment. The brand was operating on an agile budgeting model and needed us to prove the value of the channel as fast as we could to develop a business case for more investment.
Scale Media BudgetHeygo had ambitious growth plans and to hit these targets they knew they would need to scale advertising investment to hit acquisition numbers. We had to show them efficiency and illustrate the opportunity for incremental investment.
The ApproachOur solution had to be built to operate at speed. To learn quickly and prove that the paid social channel could be a profitable investment for the business. We did this using three key methods.
Rapid Testing Program
We developed a testing framework that worked in two-week sprints, providing the agility to pivot both tactically and strategically based on our learnings. This allowed us to learn early, learn often, and adopt accordingly.
Bespoke Feed Solution
With 1300+ tours to promote, we built a custom feed that we could allow the Meta algorithm to optimise across the whole catalogue. We activated this through the dynamic prospecting and remarketing formats.
Landing Page Testing
We utilised landing page testing to help understand the core friction points that users had in trying a new to market product, and developing messaging that would help them to overcome these objections.
The Results
Platform signups
+320%Profitable results
Our first year of activity through the paid social channel smashed our target for platform sign ups by huge numbers, building trust in the value of the channel.
Paid media investment
+200%Scaled investment
The success of our initial campaign activity led the brand to scale their investment into paid social and also to trial new investment in paid search.
Years in partnership
2+Trusted partnership
The partnership has been built on great results and an effective working relationship. Our time with Heygo extended beyond an initial trial period into ongoing partnership.
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