Our second step was to focus on the campaign’s mission by using clear and understandable copywriting that quickly got to the point. We also incorporated vibrant branding to grab attention and removed non-essential design elements. The campaign ran on Instagram and Facebook, using CBO and Dynamic testing to achieve the best cost per acquisition and cost per click.

We targeted cold traffic in France, Belgium, and Switzerland, followed by a phase featuring testimonials for those who had already seen the ads. We also created a Custom Audience to target ads to a lookalike audience based on people who had viewed the videos in the first phase.