Ad campaign optimisation for Minimalist Phone

Minimalist Phone is an App doing exactly what the name promises, freeing you from digital distractions.

The client

The challenge

To promote the App and further increase downloads, the company uses paid social ads in the form of videos. They run UGC ads but struggled to predict beforehand which creatives would perform best.

My role

I helped them optimise the ads by analysing and predicting which creatives would perform best, and consulted them in pre-launch optimisation.

I tested various different videos of past ads to identify patterns in attention levels that would enable them to craft and invest in well performing ads. In particular, I tested key elements of the videos:

. The hook
. The CTA
. Negative and positive peaks of attention
. The moment in which minimalist phone was introduced

Furthermore, I also analysed data in relation to the different themes of the narration to have a more comprehensive view of the audience’s responses to the videos.

The data showed interesting insights that I trasformed into actionable data. For example when the benefits of the app were introduced, paired with a clip of the phone, attention was highly focused. On the other hand, when the same or similar clips were paired with a technical explanation of the App’s features, attention was low.

This data translated into actionable insights, we can now predict that clips showing the App, paired with a voice over of the benefits will perform well. Contrarily, if the same clip is paired with technical description of the features, attention will be lost, making the ad less effective.

Results

Overall, the tests provided valuable insights and revealed patterns that can enhance future video performance. The two optimised videos demonstrated significant improvements, with CPA dropping from 1.8 to 1.3 and from 3.8 to 2.4. With these insights, Minimalist Phone can now optimize video ads and create compelling, effective campaigns in the long-run.