The founders of Verbling, an SF based language learning startup, were hesitant to spend money on video this early on. They were concerned that the product might go several adjustments and feared a potentially poor response rate.
To lower that risk, we decided to create a few different versions; one shorter (:30) and one longer (1:30). The concept of the shorter version was to keep it general, while the longer version dove into the specifics of a new feature called "Tandem".
It’s a good thing we created the shorter version; it started gaining traction by advertising the video on Facebook. The goal of the campaign was to drive traffic to their site to convert. And that it did!
It effectively reduced their cost-per-acquisition by 47%. The Facebook video ads directly attributed to new customer revenue that was 2X their total investment (including the advertising spend).
Since publishing the videos, they experienced 73% growth in new customers from paid advertising and 27% growth in new customers overall.
Alex, the marketing contact at Verbling, believes the success of the campaign was due to the creative. The videos resonated with an audience on Facebook and got them to act.
He thinks the videos have multiple purposes beyond the advertising and can appreciate the long-term value of producing quality video content. He's ecstatic about these results and can't wait for the next project!
Here's the video: