Reducing open day cost per engagement by 80% for Harlaxton Manor
Testing creative for cost-effective engagement
SERVICES
PPC
Results
- 30k Page engagements
- 80% Reduced cost per engagement Y-o-Y
- 80% Reduced Cost per like Y-o-Y
The Brief
After working with Harlaxton Manor for more than four years, Carrington is well versed in their annual activities. One such event is their autumn 1940s weekend, where vendors from across the country come together to transform the Manor into what it might have looked like during wartime. With dressing up encouraged, along with performers, entertainment, vehicles, and more on show, it’s a much-loved event.
To help boost awareness, sales and engagement with the event, Carrington have run Paid Social campaigns for the past two years.
The Challenge
With the success of the previous year as a benchmark, we wanted to try and improve engagement and targeting to make the campaign more cost-effective with a higher ROI.
Our Approach
Building on our learnings from the previous year, we came up with a plan that focused on showing the visuals of the event to a highly targeted audience.
Through a combination of detailed targeting options within Meta, lookalike audiences and a wider location range, we were able to almost double the audience size and increase forecasted results. Once in place, we tested a variety of creative compared to the previous year, including single image ads, video ads and carousel ads to see which the audience responded to best.
As expected, the video ad outperformed the other creatives by far, with a low cost per landing page view of only £0.13. As a result of our actions, we were able to improve page engagement by nearly 10x, boost page likes by 3x more, and gain nearly 4x the number of comments and likes than the previous year.
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