CASE STUDY 

Product Blitz’s advertising Campaign for ALESANA RESULTED IN A 4X ROAS AND THOUSANDS IN REVENUE FOR THEIR LATEST PRODUCT LAUNCH.

TOPIC:

Product Blitz was hired by Revival Recordings to help promote the launch of a new product by the world renowned rock band, Alesana. In celebration of Alesana’s 15th anniversary and millions of fans, they released three of their albums on vinyl along with other accessories and called it ‘The Complete Annabel Trilogy Boxset.’ Product Blitz directed the advertising initiatives of the launch by driving purchases online through Facebook and Instagram advertising.

The Desire:

With the launch of this new and exciting product by Alesana, the record label (Revival Recordings) wanted to drive as many purchases as possible to preorder the boxset. Initially, they set out to create a quantity of 1000 of these units and desired to sell out or get as many orders as possible. With a unique offering from the band and a passionate fan base, it was important to make the most out of this opportunity.

The Problem:

Alesana and Revival Recordings are in the music business and are not advertising gurus. They don’t have a vast knowledge of Facebook advertising and weren’t sure how to utilize their advertising budget effectively in order to drive as many sales as possible. This was the reason Product Blitz was hired — to combine the assets Alesana did have with our company’s advertising knowledge to make this a success.

The Strategy:

Our advertising strategy was very straight-forward. Create engaging copy and creative and then show it to the right people in the most cost-effective way possible.

Here’s an example of some of our ads:

Let’s go through some of the main ideas behind our strategy:

The Targeting/Positioning:

We’re selling a very unique product from a popular band that is well-known within a certain niche. The best option for targeting in this case is to show the ads to the band’s fans and friends of the band’s fans. To get the lowest cost per conversion, it clearly made sense to only target a warm audience.

Our warm audience included anybody that followed the band on Facebook and Instagram or engaged with any of their social media in the past 3 months. With an audience that consisted of over 500K people in the US, Mexico, and Canada (which is where we only advertised the product), we had a lot to work with. We showed our ads almost exclusively in Facebook and Instagram feeds, since those placements are generally the most effective.

The Ad Creative:

As shown above, we put together several variations of graphics showing off everything that was included in the box set. Additionally, we created a video slideshow to test out video content. Still images as pictured performed the best.

A side from the pictures/videos, we tested multiple forms of copy to determine which message promoting the box set would resonate best with fans. At Product Blitz we’re always testing! We used what’s called ‘Dynamic Creative’ to test split test multiple forms of copy and images at once. And whichever combinations of headlines, images, and copywriting performed best, Facebook would devote the most budget to those ads through optimization.

Retargeting:

We used retargeting to drive a number of purchases, by showing our ads to people who visited the product page, but never purchased. In our copy we would create a sense of urgency, such as saying ‘we’re almost out!’. Early on in the execution though, retargeting was found to be very expensive and it made more sense to target fans as a whole, rather than devoting a portion of the budget to only people that already visited the page.

Execution:

Our ads went directly to the website to purchase the boxset. Since purchases were the only goal, in our ad sets we optimized for purchases to ensure our budgets were used as effectively as possible to get the most conversions. However, prior to launching, we did run ads focused on reach to get the word out.

The Result:

Our best ad sets that drove the most conversions had a 4X ROAS. Meaning for every $1 we spent on ads, we generated $4 in return. Not bad! Our efforts on Facebook and Instagram drove hundreds of purchases, leading to thousands in revenue for the company.