Case 018: Applications for tour to Carpathians through Instagram targeting
What makes this case study interesting is that it will describe the complete funnel from advertising to correspondence where I made recommendations.
Total spin off of $173 to get a minimum of 5 payments per tour. The difficulty was that the tour was 2 weeks away. This period was too short for people to agree to buy a tour for $500 per person, but since the tour will be held every week, you can sign them up for different dates.
The total was 2 payments and as you can see from the screenshot, a bunch of leads that needed to be processed.
Advertising creatives for the campground
Camp is 5 busy days and painting workshops, and of course, outdoor activities. All in beauty.
The target audience is girls from big cities who are fond of drawing. But more importantly, they need to be solvent, so in the ad I divided them into iOS and Android users to choose the latest device models.
Are you a creative person? Do you already draw well or are you just learning?
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It's great! And even if you don't know how to hold a brush, it's unlikely to stop you from immersing yourself in a creative camp in the Carpathians.
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What is it and who is the organizer?
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Creative Camp is a 5-day tour full of outdoor adventures and painting practices. It is organized by the hotel "Roztoka", which is located in the heart of the Carpathians.
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The purpose of the camp
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Unleashing your creative talents in nature in complete relaxation and discovering your inner desire for beauty to the accompaniment of the Carpathians, real nature, waterfalls and rivers.
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♦️ Want to see the tour program in more detail and what it includes?
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Then click on the "More details" button because the number of seats is limited!
Do you live in a big city and paint? Do you want to take a break from everything that has accumulated?
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Perhaps now is the opportunity that will allow you to relax your soul to the accompaniment of the Carpathians, real nature, waterfalls and rivers.
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We invite you to take part in a 5-day creative camp in the Carpathians, where you will paint and enjoy nature.
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What is it and who is the organizer?
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Creative Camp is a 5-day tour full of outdoor adventures and drawing practices. It is organized by the recreation center "Roztoka", which is located in the heart of the Carpathians.
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The purpose of the camp
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Unleashing your creative talents in nature in complete relaxation and discovering your inner desire for beauty to the accompaniment of the Carpathians, real nature, waterfalls and rivers.
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♦️ Want to see the tour program in more detail and what it includes?
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Then click on the "Read more" button because the number of seats is limited!
Text1 worked better. More details about testing images and texts will be below.
Creatives
img1The total amount of deductions was $173 to get at least 5 payments per tour. The difficulty was that there were 2 weeks left before the start of the tour. This period was too short for people to agree to buy the tour for $500 per person, but since the tour would take place every week, we could sign them up for different dates.
As a result, we had 2 payments and, as you can see in the screenshot, a lot of leads to process.
Advertising creatives for camping
The camp is 5 intense days, including painting workshops and, of course, outdoor activities. It's all about beauty.
Launching advertising through direct messages
Started out of this one because the quiz still needed to be made, and the lead form would take a long time to moderate.
I launched on a broad targeting without interests. Read more about launching on broad targeting in this article
The structure of the RC looked like this:
That is, a breakdown of the latest ios devices, and and important nuance: ios had img2, and android had img1. Some kind of A/B test of pictures, and partially texts.
The ios 1 with the red circle is a duplicate with pictures replaced.
ios/and kept level in terms of number and price of hits. Text1 + img1 worked better.
Conversion to conversions on ios was 43.9% and on android was 41.3%
The total result was as follows:
Automatic response option in direct
A very handy thing that simplifies communication for a potential client and reduces the price for us to contact them.
Launching a lead form
In the lead form I tested the form with and without date selection. Otherwise: the image and text came in right away, so here it was an idiomatic launch. Almost...
Adset with android, where the price per lead is $1.2 - here we asked to select a date, and in ios - without date selection.
The lead form from the inside
The lead form itself with date selection looked like this:
And without the date it looked... well, you know what I mean)
The average conversion rate on an application through the lead form was 30.9%.
After filling out the application, we transferred to the quiz, and someone left an application. These were straight up super hot leads.
Quiz
In this case study on targeted advertising it is not the main one, so I'll just show the first screen and the results of the quiz. You can read more about this quiz at this link
And here are the results on it:
As you can see, the bid price was higher here, but there was a question about the date at the end, and in general, you had to answer 8 questions before you could submit a bid. That is, the applications here were of higher quality.
Direct requests to the directors
When we launched the Lead Form and Quiz, about 30% of people went to the profile and signed up, and some wrote to the directors about the camp. I didn't track these requests, but I saw a positive trend in the growth of subscribers. The thing is that the account was set up through giv, so there were daily unsubscribes. Advertising blocked this dynamic and brought it to the plus side. After the advertising ended, the dynamics went back to negative.
Correspondence in direct mail
Here, too, not everything was smooth sailing. To cut a long story short, we responded with a large canvas of text, without emoticons or photos. The dialog ended if the person didn't respond, even though you had to push, and there were no clarifying questions. In general, it was a drain on the messages.
The new version of the correspondence
1st message:
Hello, name!
Thank you for your interest in our creative camp
My name is Vera, I am the manager of the recreation complex "#"
[manager's photo] - this increases trust as people want to communicate with people within companies.
So first of all, we have 2 options for the creative camp:
- for 3 days, the next round starts on April 12
- for 5 days, the next round starts on April 19
We are also planning a camp in May.
The price includes everything:
Transfer from Lviv to the hotel and back
Accommodation for 3 days in a comfortable hotel in the heart of the Carpathians
[photos of the hotel outside and inside]
Unlimited wine for inspiration
You will learn a total of 2 techniques to choose from:
- Oil painting
- Alcohol art
- Resin art (epoxy resin products)
♦️ All materials are also included in the price.
Photo and video report from our photographer
Daily varied menu, relaxing by the fire and learning about local folklore
And many surprises during your creative vacation! Walking, visiting incredibly beautiful places for your inspiration, meeting the sunrise on the mountain.
So there are 2 options of the creative camp at the regular price:
- for 3 days, the next tour starts on April 12 | 13500 UAH
- for 5 days, the next tour starts on April 19 | 21900 UAH
But we decided that we need to make the camp more affordable, so that there are more of us and more fun
That's why the NEW PRICE:
- for 3 days, the next tour starts on April 12 | 8500 UAH (saving 5000 UAH)
- for 5 days, the next tour starts on April 19 | 13900 UAH (saving 8000 UAH)
The difference is only in the number of days and in the techniques: in 3 days you will learn 2 techniques, and in 5 days - all 3 techniques. What dates are suitable for you in April or should we talk about May?
P.S.
If you are with friends, we give an additional discount!