Companies that spend $$$ on advertising campaigns and share the results = the G.O.A.T. 🙌🙌
Wistia has had a pretty awesome year. From launching their first docuseries to having it stream on Amazon, you could say they’re on fleek. They also had a successful video ad campaign to promote their Soapbox service, aka their free webcam and screen-recording tool.
But to have such a successful campaign, they also needed to spend some bills to get there: $111,000 to be exact ($1K, $10K, & $100K video ad budgets). That ain’t pocket change.
So, how did they get the 🔥 results? Here’s a breakdown of their strategic media plan:
The Campaign #Goals
To get anywhere, you gotta set some goals first. Wistia set their KPIs as:
- Cost to install
- Cost per 25% watched
These KPIs acted as the guiding light for all things decision making: messaging, ad formats, targeting, budget, etc.
Evaluating The Media Partners
With three varying production budgets, it was important for Wistia to best utilize their budgets and platforms. The main goal = driving project installs and engagement. So, they turned to Facebook and YouTube as their primary paid media partners.
Why?
This allowed for the company to test at scale and optimize data in real-time. With the campaign only being three weeks, it was essential to keep an eye on the data and make sure the budget was being allocated in the volume-driving ad placements.
For the full scoop on Wistia’s successful media strategy and results, keep on readin’. 🍧
