Facebook and Instagram Marketing Case Study
Discover how Llama Lead Gen utilized Facebook and Instagram to develop paid advertising campaigns to inform and educate vaccine-hesitant audiences about the COVID-19 vaccine.
Thanks to its robust targeting abilities, social media juggernauts Facebook and Instagram provide both B2B and B2C marketers with an incredible opportunity to connect with niche audiences and ideal customer profiles (ICPs) through their paid advertising suite of products. With both platforms being owned by Meta, Facebook and Instagram campaigns are immensely flexible and open a wide range of opportunities for your campaigns.
With nearly 2.91 billion users, Facebook remained the king of social media in 2021. When you couple that with the overall campaign goal of reaching audiences that tend to lean more conservative and underrepresented minorities, it was determined that over 50% of the overall campaign budget should be allocated to Facebook awareness and retargeting campaigns.
Total Spend
This strategy was divided across three phases of campaigns:
Phase I
A high level awareness campaign targeting three main audiences: Conservatives, Black Americans, and Hispanic Americans, with broken out niche cohorts of micro campaigns for each.
Phase II
A high level awareness campaign targeting young adult parents, Black Americans, and Hispanic Americans. Additionally, a strategy targeting Essential Workers was added with the goal of encouraging increased vaccination rates and encouraging empathy for vaccine hesitant groups.
Phase III
In Phase III we’ve taken the learnings from Phases I and II to optimize copy, creative, and refined our targeting strategy even more to obtain improved metrics. Retargeting campaigns were developed to increase the amount of visibility and touchpoints with the overall campaign.
Although the COVID-19 Vaccine Education campaign was still fairly new when Llama Lead Gen team was onboarded, I think it’s fair to say that we have had fantastic success with this campaign. The campaign has far and away exceeded expectations. To date, the campaign has generated $3.68M in spend, 497.7M impressions, 148.7M users reached, and 732.4K sessions to the website.
Rasheia Harris
Digital Media Director @ Ad Council
Story Ads
Four variations of Snapchat Story Ads were produced in 30 second spots; Let’s get back in the game - displaying our desire to get back into our recreational activities, general creative displaying healthcare workers and first responders, and a black lifestyle ads featuring African Americans in various everyday activities.
Overall results
$4,500,000
budget
553,744,490
impressions
$7.80
CPM
Cost-Per-Thousand Impressions
$0.10
CPV
Cost-Per-View
0.37%
VTR
View-Through Rate
$1.14
CPC
Cost-Per-Click
0.71%
CTR
Click-Through Rate
919,145
site visitors
1,777
FAQ CLICKS
$3.77
Cost Per Site Session
42%
Bounce Rate
1.78
Average Pages Visited
0:20
Average Session Duration
Campaign highlights
Due to the overall importance of Facebook and Instagram as channels and the diverse messaging required to effectively reach out intended audiences, the Facebook campaign was divided into several campaigns. We focused primarily on traditional awareness campaigns and also expanded into more nuanced approaches with influencer and retargeting campaigns.
Phase I
Duration
Four Months
January - April, 2021
Audiences
Focused on three main demographics: rural conservatives, Black Americans, and Hispanic Americans.
Campaign Details
8 Campaigns
9 Ad Sets
30 Ads
Additional Notes
Awareness campaigns targeting Conservative audiences. Ads included interests around sports, country music, among others.
Phase II
Duration
Five Months
May - September, 2021
Audiences
Focused on young adults, parents, Hispanic Americans, and Black Americans.
Campaign Details
22 Campaigns
31 Ad Sets
181 Ads
Additional Notes
Awareness campaigns with introduction of Views and Traffic objectives. Promotion of health experts and Pope Francis for the Catholic Church.
Phase III
Duration
Six Months
September - February, 2022
Audiences
Focused on developing and optimizing the previous two campaigns and prioritized specific states based on levels of hesitancy toward the vaccine.
Campaign Details
7 Campaigns
10 Ad Sets
56 Ads
Additional Notes
Optimized for most receptive audiences. Targeting was focused on Rural/high hesitancy areas, as well as retargeting campaigns. Included FDA/Delta, and Sesame Street creatives.
0.79%
Highest Overall Click-Through Rate
$0.07
Lowest Overall Cost-Per-View
41%
Lowest Landing Page Bounce Rates
CPC: $1.00
Retargeting Campaign
CTR: 2.91%
Retargeting Campaign
Optimization success as the Phase 3 campaigns performed significantly better than Phase 1 we could see that our optimization efforts were proving to be effective.
Additional Touchpoints often result in additional engagement. We’ve found that when a prospect sees an ad 5+ times the chances of a click and conversion increases dramatically. In this campaign a click-through rate of 2.91% was a huge win overall.
Phase 1 CPC: $2.56
Phase 3 CPC: $0.71
Phase 1 CTR: 0.93%
Phase 3 CTR: 1.20%
Ad sets targeting Hispanic demographics, produced in Spanish, consistently performed well across all ad sets - no matter the message or creative used.
I am most impressed by Llama Lead Gen's agility, being quick to respond, and the feeling that they were our teammates through and through. Their workflow was incredibly effective, super responsive and always there.
Laurie Keith
VP of Media, Social & Emerging @ Ad Council
Top performing creatives
Phase I
-3.png)
Former Presidents :60
- Amount Spent - $150,277
-
Impressions - 6,461,834
-
Ad Clicks - 60,219
-
CPC - $2.56
-
CTR - 0.93%
Duration
Three Months
January - March, 2021
Audiences
Focused on niche audiences to target primarily conservative, evangelical, and Black/Hispanic audiences
Campaign Details
7 Campaigns
10 Ad Sets
62 Ads
Phase I
-4.png)
Pope Francis - Spanish Speaking - Unity Across The Americas :60
-
Amount Spent - $10,000
-
Impressions - 9,430,039
-
Ad Clicks - 450,662
-
CPC - $0.05
-
CTR - 2.07%
Duration
Six Months
April - September, 2021
Audiences
Focused on parents with children between the ages of 5-11 and 12-17. This demographic was broken into racial segments of Black and Hispanic, as well as geographic state segments. Essential Workers were also added to this campaign.
Campaign Details
10 Campaigns
18 Ad Sets
62 Ads
Additional Notes
Broadened the audience from Phase 1 and added essential workers to the target group.
Phase III
-5.png)
FDA & Delta - Spanish Speaking - Delta SPA :15
-
Amount Spent - $38,851
-
Impressions - 4,525,421
-
Ad Clicks - 54,398
-
CPC - $0.71
-
CTR - 1.20%
Duration
Five Months
October 2021 - February 2022
Audiences
All audiences who interacted with previous ad campaigns.
Campaign Details
1 Campaign
8 Ad Sets
127 Ads
Additional Notes
This retargeting campaign utilized video ads, influencer campaigns, and general retargeting ad sets.
CPC: $1.00
Retargeting Campaign
The second lowest CPC behind the TikTok campaigns.
CTR: 2.91%
Retargeting Campaign
The CTR of the Tier 2 Retargeting Ad Sets was significantly higher than all campaigns. In fact, the next closest campaign was Facebook Tier 1 at 0.79%, which is also very good.
Additional Touchpoints often result in additional engagement. We’ve found that when a prospect sees an ad 5+ times the chances of a click and conversion increases dramatically. In this campaign a click-through rate of 2.91% was a huge win overall.
Best performing campaigns
Phase I
-3.png)
Presidents Video :60
-
Amount Spent - $12,326
-
Impressions - 5,865,101
-
Ad Clicks - 17,083
-
CPC - $0.92
-
CTR - 0.29%
Phase II
-4.png)
Parents 5-11 - Behind The Curtain :30
-
Amount Spent - $38,384
-
Impressions - 2,303,561
-
Ad Clicks - 25,860
-
CPC - $1.48
-
CTR - 1.12%
Phase III
-5.png)
Anabelle Martinez - SPA :15
-
Amount Spent - $6,804
-
Impressions - 331,204
-
Ad Clicks - 9,649
-
CPC - $1.00
-
CTR - 2.91%
Facebook post click metrics
919,145 Website Sessions
171,979 All-Platforms Average
22,298 FAQ Views
4,641 All-Platforms Average
0:20 Average Session Duration
0:19 All-Platforms Average
2.4% FAQ Conversion Rate
1.3 % All-Platforms Average
2.3 Pages Viewed Per Session
1.9 All-Platforms Average
Are you ready to take your Facebook and Instagram digital marketing campaigns to new heights?
Do you have revenue goals to meet? Launching a new product?
Do you lack the bandwidth to develop a holistic marketing strategy on your own?
The Llama Lead Gen team is a team of experienced marketing professionals in everything from lead generation, SEO, marketing automation strategy, and everything in between. Connect with our team and let us help you achieve your marketing goals.
