4 Social Media Campaign Case Studies

A 22 year old tracks how social media ads lead to a purchase

Are you looking for new ways to reach your audience online and drive enquiries and sales from your website?

Hey, I’m Samantha, aged 22, and Rachel asked me to look for some examples of adverts on Instagram and Facebook that prompted me to actually purchase something, either a product or online course. By investigating the journey on how I become a customer in the blog below, I illustrate how you can use social media campaigns to increase your product and course uptake.

Here are four examples of my journey to purchase:

1: Calm App

The Calm App is an app you can access on your phone or your laptop and it provides guided meditations covering a range of topics from anxiety, mindfulness, relationships, and sleep to name a few. It also offers musical tracks to help focus, sleep and relax, provides sleep stories, ‘Masterclasses,’ ‘Body’ programmes and reminders to take time to meditate. It offers a new mediation every day, called “Daily Calm.”

You are able to access a 7 day free trial, and then from that, you can choose to purchase a yearly-subscription at $84.99 NZD. They also offer a life subscription for $599.99 NZD.

https://www.calm.com

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Customer Journey:

  • This app is super popular and well-documented by many media outlets. It has also featured many times on the Apple App Store.
  • You can access Calm online or on the App Store – the call to action button is “Try Calm for Free.” Being able to try the app for free helps to draw you in as you currently have not spent any money and are able to try the app to see if it has what you are looking for.
  • Once you’ve signed up (also having to put in your credit card details – it automatically ticks over and withdraws the yearly subscription amount from your account if you don’t cancel the free trial before the seven days are up – this is an easy way to catch customers!), you have access to the entire library of Calm meditations.
  • Each day the app sends you meditation reminders.
  • As the seven day trial comes to an end, you either cancel your subscription, or let it tick over.
  • If you cancel the subscription, you still have access to a few meditations and you still receive the daily reminders – which, when you see after a particularly stressful day, easily pull you into subscribing again.
  • The desire to subscribe is also strengthened into action as Calm sends out weekly emails, describing new additions to the app, alongside often containing a special discount price.

My Steps:

  • My flatmate has this app and she was able to give me a 30 day free trial with the “gift to a friend” option that the app offers.
  • I used the app quite a few times and really enjoyed the meditations – however, the subscription price definitely put me off and I ended up cancelling my subscription.
  • The daily reminders and emails eventually wore me down however, and the email offering 40% off the annual price won me over and I subscribed to the app.

Extra Note:

Headspace is a meditation app, quite similar to Calm, which also offers the free trial at the beginning and then ticks over into the subscription service.

2: The All-in-One Adobe Creative Cloud Suite Certification Bundle

What: A couple of online shops called Stack Social and the Entrepreneur Store sell bundles of tutorials centred around teaching you how to use specific programmes, such as the Adobe Creative Cloud Suite, and how to improve on your writing, copywriting, understanding of marketing and SEO. Specifically, purchasing the All-in-One Adobe Creative Cloud Suite Certification Bundle, gives you lifetime access to 537 lessons spread over eight different courses. Each individual tutorial within the bundle is advertised at its individual price, so all up it should cost around $1600.00 USD – however, marketed within a sale that “expires in one day,” they are selling it for $33.99 USD – “97% off.”

Your bundle is then accessed after purchase through a site called Stack Skills – Teachable.

https://stacksocial.com/sales/the-all-in-one-adobe-creative-cloud-suite-certification-bundle

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Customer Journey:

  • If you have been searching//are interested in writing and marketing, it is likely that this will come up as an advert on your social media, such as Facebook. It is the cheap price that draws you in.
  • You click the advert and go to the online shop website, where it explains what each individual course within the bundle is about.
  • Each course is advertised as $200.00 by itself and when you add all the courses up it reaches the $1600.00 value – however the $1600.oo amount is crossed out and the “Add to cart” green button shows the discounted $33.99 amount.
  • The discounted price is advertised as only being available for a short amount of time with the words, “Ending In: 1 day,” featured just under the course title’s name.
  • You save the page and then check back a few times during the day and see the “Ending In:” has now gone down to a matter of hours.
  • Not wanting to miss out on the deal you buy!

My Steps:

  • I followed the same steps as above – not wanting to miss out on the course at its heavily discounted price is what drew me to purchase.

3: The Core Play by Karin Dimitrovova

What: Karin Dimitrovova is a writer and a yoga teacher who offers three online programs – Beyond Flexibility, The Core Play, and Aligned. I am focusing on Core Play, which is a 28 day program inspired by yoga for better core and upper body strength. With only 15 minutes of your day, you can build strength. The program includes a four week, step-by-step training plan comprising of yoga flows, core and upper body strength drills, and you also have access to a “Members Area,” with extra resources offered, like meditations, and a Facebook Group community. It is a one-off purchase which you have lifetime access too. The purchase price is $99.00 USD usually, but often a discount is offered.

https://go.karindimitrovova.com/tcp-ig

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Customer Journey:

  • A sponsored advert for Core Play comes up on your social media feed.
  • You click and it takes you to a website page explaining everything you need and want to know about Core Play.
  • There is lots of reading involved:
  • The page begins asking you about how you feel in your yoga practice, offering answers such as “uninspired, frustrated, etc.”
  • Karin then goes on to explain WHY she created this program and how it works, week by week.
  • The page also features written reviews from those who have already purchased and tried out the program, as well a couple of review videos.
  • As you near the end of the page, it also describes a couple of extra bonuses you get when you purchase the program, such as meditations and relaxing yoga flows. These are all presented with their “value” in price, which is crossed out.
  • It finally offers a 30 day money back guarantee and then summarises all you get with the program, coming to the price offer of $47.00 USD.
  • This amount is a discounted price, the regular amount usually being $99.00 USD.
  • The page states that the 52% discount is only available for a short amount of time.
  • This encourages you to purchase before you miss out.

My Steps:

  • The advert came up on my Facebook feed. As I’ve been wanting to learn how to actually do push-ups (I’m super weak in my upper body) and have always wanted to do a hand-stand, I clicked the link to investigate.
  • I read the website page that it linked me too.
  • After reading down and seeing the discounted price, it also featured a “counting down” for the discount button – the discount was to expire in 4 hours.
  • From this, I googled how much it would cost in NZD.
  • Then, I looked up Karin and found her website, describing who she was and the other courses she offered.
  • I looked up reviews online to check that it wasn’t a scam!
  • Over the course of this, the time slowly was ticking down for the discount so I decided to purchase.

4: A ring from Linjer

What: Linjer is a design studio that creates handbags, watches and jewelry for men and women. They market themselves with the tagline, “Sustainably-made jewelry, bags and watches without the luxury markup.”

https://www.linjer.co

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Customer Journey:

  • Advertisements for their products come up on social media.
  • The adverts feature clean photography, usually of a single product e.g. a ring, alongside simple design which markets key words, such as “sustainable.”
  • You click the link which takes you to the product page on their website.
  • The product is shown via a multitude of clean and bright photos.
  • The costs of the product automatically come up in your home country pricing.
  • Below the low pricing, there is a line saying, “Compare to $…. NZD Estimated Retail.” This is their proof that the product is much cheaper than usual – but still sustainably made.
  • Each product also has reviews.
  • There is a simple add to cart button.

My Steps:

  • As above, however, I want to mention that it was their tagline and use of “sustainable” that really drew me in. I researched more into the sustainable side of their business before finally purchasing.

Extra Note – a focus on sustainability

Saye:

https://www.sayebrand.com

Saye is a brand of shoes which also drew me in with their “sustainable” advertising. I did not purchase anything from here, but the focus on sustainability was something important to me and almost prompted me to purchase. The words “Vegan,” “eco-friendly” and “sustainable,” feature all through Saye’s advertising and websites. They make their shoes from organic and recycled materials. Their shoes are made in Europe, they pay their workers well and they plant two trees for every pair of sneakers you buy (this you all see on their homepage).

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Chasing Unicorns:

https://www.chasingunicorns.com.au

I bought a dress from Chasing Unicorns, which is a small design company based in Byron Bay Australia. Their pieces are one-off, often hand-made, and are created as a stand against fast-fashion, hence are often more on the expensive side e.g. the dress I bought was $250.00 AUD on sale. They have a large focus on sustainability and use natural fibres, known for their longevity, and thus their items are known to last (pieces of clothing you pass down to your daughter!). This focus and expression of it within their marketing really drew me in.

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Conclusion:

I noticed a clear pattern in the way I purchased programs, subscriptions and items online.

What drew me in first – to clicking on the adverts which took me to the purchase/product page – was strong photographic images and simple, clean designs (so you know immediately what is being sold). Often if the design featured words which link to my values e.g. sustainability, I was even more interested to click the link to investigate further.

Once on the product page, I always researched the brand itself e.g. googling back to the creator to ensure it was a legitimate product. I also looked up reviews, cautious of scammers. I usually looked back throughout the day before purchasing.

The discounts were alluring, especially the countdowns – however, I have since realised that a lot of discounted offers continue on, so I will be more wary from now on! For example, the advert below says the discount ends at midnight, however, I’ve been seeing this advert for months now.

The team at Alexanders offers social media coaching packages catered to your business or organisation to help you orchestrate your own campaigns. Get in touch today to talk about what options are available for you!

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