Case #4 - personal blog of psychotherapist Julia Kravchenko
PRODUCT
Client - Yulia Kravchenko, psychotherapist.
The main product was Julia's personal blog on Instagram.
TASK
We have been cooperating with the client since August 2020, working on advertising for Julia's online courses and other educational products.
At the end of November 2020, the client decided to increase the audience on her Instagram page with Facebook advertising.
PROGRESS
Hypothesis #1
Since the main goal of the advertising campaign was to attract audiences interested in the topic of psychology, it was decided to use a guide to psychosomatics written by Julia as a leadmagnet in advertising.
Women over the age of 25 (segmented by age groups) from Ukraine and Russia were selected as the target audience.
In line with the main topics covered in the guide, I created advertising creatives and ran a campaign with them.
Test results from 29.11.20 tо 14.12.20:
- total spent - 2062,36$
- subscribes - 14 710
- unsubscribes - 3526
- subscriber price (excluding unsubscribes) - 0,14$
We were satisfied with the subscriber price, so I continued to scale the campaign. Creatives on the topic of "women's diseases" showed the best results, so I made the following banners with similar titles.
According to the client, the audience of 40+ years was the most interested in the content, so we continued to work with this age group.
At the beginning of January, the conversion into a subscription decreased significantly and the subscriber's price increased. The new creatives did not change the situation, so the campaign was shut down on January 18.01.21
Campaign results from 29.11.20 tо 18.01.21:
- total spent - 6153,08$
- subscribes - 37 419
- unsubscribes - 12 691
- subscriber price (excluding unsubscribes) - 0,16$
Hypothesis #2
This time I decided to test the best posts from Julia's Instagram feed as creatives.
I picked up the 4 publications with the highest ER and ERR and ran a campaign with them for the same audience:
According to the results of the test from 15.01 to 18.01, 386,94$ was spent, 6622 clicks were received for 0,07$, but the audience was poorly subscribed to the account and was not relevant. So I stopped the campaign and started testing the following hypotheses.
Hypothesis #3
The first hypothesis, in which we used a guide to psychosomatics as a leadmagnet, worked perfectly. This time we also decided to use the leadmagnet to filter out audiences and make them even more interested in subscribing.
The content on the blog at the time was about stress, so Julia prepared an audio meditation and a checklist to relieve stress as a leadmagnet.
Some of the creatives were prepared by me, and some by the designer:
Test results from 20.01.21 tо 11.02.21:
- total spent - 1915,05$
- subscribes - 11 050
- unsubscribes - 6199
- subscriber price (excluding unsubscribes) - 0,17$
In March, Julia's Instagram account was mistakenly blocked, so from 02.03.2021 to 16.03.2021 traffic was paused.
Hypothesis #4
This time the client has prepared a new material as a lead magnet - a guide "How to forget your ex and stop draining your energy.”
Test results from 25.03.21 tо 09.04.21:
- total spent - 1403,45$
- subscribes - 4411
- unsubscribes - 3483
- subscriber price (excluding unsubscribes) - 0,32$
During the scale of the campaign, the CPC also increased significantly - to 0,15$, so the average subscriber price was 2 times higher than in February. Also, the subscription/unsubscription ratio was too high. So the campaign was stopped.
Hypothesis #5
After numerous tests of leadmagnets and creatives, I decided to go the other way - to test the video with Julia, without any leadmagnets.
Previously, we focused on the audience of women 40+ years old from Ukraine and Russia. This time I decided to take 2-3 videos and test them on women 25-50 years old, segmenting differently:
- audiences with interests, CIS countries together;
- wide audience without interests, Ukraine / Russia / worldwide;
- look-a-like audience based on subscribers.
Test results from 13.04.21 tо 18.05.21:
- total spent - 3395,57$
- subscribes - 13 797
- unsubscribes - 7178
- subscriber price (excluding unsubscribes) - 0,25$
After blocking the account, the video hypothesis showed the best results, so we continued the following tests in a similar format – an advertising campaign with CBO, several different audiences and video from an expert as a creative.
RESULT
Work with traffic to the Instagram account lasted from 29.11.2020 tо 25.07.2021, taking into account the pause from 02.03.2021 tо 16.03.2021.
General indicators of the advertising campaign:
- total spent - 24 480$
- subscribes - 113 502
- unsubscribes - 49 907
- subscriber price (excluding unsubscribes) - 0,22$
Screenshot of the analytics table:
Screenshot of advertising account:
Statistic in LiveDune for 29.11.2020-02.03.2021:
Statistic in LiveDune for 16.03.2021-25.07.2021:
