Balinea, France's leader in Beauty & Wellness booking, tried a new marketing approach for their last digital campaign: they decided to use video ad not as a branding tool but as a performance tool.
In the first half of 2016, Balinea decided to create their first video ad campaign. The goal was clear: more performance on its core target, mainly urban women 25-45 years old, ultra-connected and interested in beauty treatments. Balinea chose Left Productions, a video production company that specializes in video acquisition campaigns, and TubeReach, a media buying agency that works hand in hand with Left Productions on their campaigns.By combining their expertise, both agencies were able to respond to the initial brief with the following concept: a working girl gets up from her desk, dives into her screen and lands in the pool of a luxurious Spa. She then reveals her beauty tip: Balinea. Hairdresser, Beauty institute, massage, everything is there!
20 versions of key scenes were integrated right from the beginning . Thus, nearly 60 different videos have been tested by TubeReach on Facebook and YouTube two weeks before the launch of the campaign, in order to build audiences based on the most powerful video for the official launch of the campaign. We analyzed:
- The viewing rate
- The video's CTR
- The conversion rate
For example, we had a version with a very long call to action at the end which obtained a CTR 30% higher than the version with a shorter one. In the end, we kept the long video (1 minute 30). After these tests, Left Productions was able to combine the most effective scenes to edit the final version of the video.
Starting 25th March 2016, an important 10 days media plan was set up to maximize the number of highly qualified views, thanks to the targeting options offered by Facebook Ads and YouTube. In addition to this, in the first hours of broadcasting, we got a massive organic relay via likes, comments and shares on Facebook. This phase of organic seeding, short but essential, boosted the performances of the media buy.
In 10 days, the video has gathered a total of 1 million qualified views on Facebook and YouTube, which led to a 30% boost in sales. Compared to display campaigns usually launched on Facebook, CTR was twice as important, so was the conversion rate and the acquisition cost (25% lower).