Currys PC World Encourages Young Users to Foster Passions in Facebook and Instagram Campaign
Retailer Currys PC World worked with Adaptly and media agency Blue 449 to run a Video and Link ad campaign, “Get Started,” across Facebook and Instagram. Specifically, the brand wanted to inspire and drive consideration for the laptop product category, using influential vloggers who offered insight and inspiration relating to four specific interests: photography, fitness, fashion, and travel. The brand also aimed to offer an expert opinion through the use of thought-leadership style article content at a later stage in the campaign.
Audiences were first split out according to the four passion points and within each category, users were additionally broken down into buckets based on behaviours, keyword interests, and partner categories. The extensive learnings generated throughout the campaign also enabled Adaptly to build out extensive retargeting strands based on the original audiences.
Video ad CPV came in three times lower than benchmarks and Link ads drove an impressive average CPLC, the lowest one measuring 54% below target. Overall CTRs also came in 0.37% stronger than benchmarks. The team was able to gather significant insights during the course of the campaign, which can be used to inform future strategies for the client.