BALTIC BORN

Baltic Born ran a campaign to understand the value of adding music to its usual video ads, and saw an 11% higher conversion rate when using music from Meta’s Sound Collection.

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THE STORY
Women’s dresses and occasion wear

Three sisters in the US with Scandinavian heritage founded the Baltic Born clothing company with one goal in mind: to help women feel empowered, comfortable, beautiful and confident. The brand offers casual dresses, formal gowns, jumpsuits, bridesmaid dresses, maternity dresses and more.

12%

lower cost per purchase from ads using Sound Collection music compared to ads without music

11%

higher conversion rate from ads using Sound Collection music compared to ads without music

25%

higher return on ad spend from ads using Sound Collection music compared to ads without music

Our business-as-usual strategy was to run video ads without sound. With this test, we discovered that using Meta’s free Sound Collection music in our video ads boosted their performance, and that paying to use copyrighted licensed music in videos did not meaningfully move the needle on metrics. We’ll continue to use Sound Collection going forward.
ALLISON HUNT, CO-CEO, BALTIC BORN
THE GOAL
Testing the value of music

Baltic Born wanted to understand whether adding music to its usual video ads could help improve its sales conversion metrics.

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THE SOLUTION

Chiming in with Sound Collection

Baltic Born takes a test-and-learn approach to its ad campaigns on Instagram. For this campaign, the company wanted to test whether adding music to its usual video ads could help boost campaign performance.

Specifically, the team decided to test using Sound Collection—the royalty-free music library that Meta owns, which all advertisers can pull from to add music to their video ads at no cost. Baltic Born also wanted to compare the impact of using copyrighted licensed music in its video ads, which it must pay for.

So the brand ran a three-cell A/B test that compared:

  • Cell One: Its usual video ads with no music
  • Cell Two: Its usual video ads that used Sound Collection music
  • Cell Three: Its usual video ads that used licensed music

All other campaign elements—such as ad creative, placements, target audience and budget—were the same across cells. The team delivered the ads to a broad audience of US women aged 18 and over in Stories and Reels on Instagram.

The clothing brand’s advertising agency, Slicedbread Agency, helped build the short-form video ads for the campaign, which showcased women wearing the brand’s dresses in a variety of prints, patterns, colors, styles and lengths. All ads included a Shop now button that linked to Baltic Born’s website. And because Baltic Born had already integrated Meta’s Conversions API business tool with its server, it could easily capture any conversion-related customer actions and seamlessly and securely pass that data from its server to Meta’s server, instead of through a browser.

Baltic Born determined the results of this July 6‒21, 2022 campaign using reporting data from a split test in Meta Ads Manager, which revealed:

  • 12% lower cost per purchase from ads using Sound Collection music compared to ads without music
  • 11% higher conversion rate from ads using Sound Collection music compared to ads without music
  • 25% higher return on ad spend from ads using Sound Collection music compared to ads without music
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