DISPLATE

Metal poster company Displate increased its return on ad spend by 66% after adding Instagram and Facebook Reels ads to its usual ad placements.

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THE STORY
A world of metal posters

Displate is a global marketplace for unique metal posters, having sold over 8 million posters all over the world. Its main markets are the US, UK, France and Germany. By working with over 40,000 artists, Displate offers access to 1.5 million works, including official designs created in cooperation with partner brands such as Netflix, Star Wars, DC Comics, The Witcher, Cyberpunk 2077, Marvel, NASA and many more.

66%

increase in return on ad spend for campaigns with Reels ads plus usual ads

67%

increase in sales volume for campaigns with Reels ads plus usual ads

64%

increase in sales value for campaigns with Reels plus usual ads

40%

decrease in cost per conversion lift for campaigns with Reels ads plus usual ads

At Displate, we always like to experiment and look for new opportunities to show our cool products in various ways. This is our DNA and something that makes us constantly work on improving results. In this case, we decided to test new forms of video and a tailor-made placement for them—Reels—which is growing rapidly and gaining popularity. Of course, everything under the umbrella of appropriate KPIs and measurements.
PAWEŁ BEDNARCZYK, PAID SOCIAL TEAM LEADER, DISPLATE
THE GOAL
More online sales

Displate wanted to increase online sales and improve its return on ad spend for campaigns running on Instagram and Facebook.

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THE SOLUTION

Trialing Reels placements

To improve return on ad spend, Displate tested adding the Reels placements on Instagram and Facebook to its usual ad placements: image and video ads in feed and Stories.

Displate partnered with Meta Business Partner The Source to create 16:9 video assets specifically designed for Reels. The short videos used fun transitions to show the entire process of receiving and installing a Displate poster—from initial unboxing to the magnet mounting system. The campaign also included Displate’s usual image and video ads, and was targeted to people across 25 markets in Central Europe, North America, and Australasia.

A multi-cell conversion lift test was used to compare the results of campaigns that added Instagram and Facebook Reels placements with those that did not. Between October 26–November 18, 2022, the campaign achieved:

  • 66% increase in return on ad spend for campaigns with Reels ads plus usual ads, compared to usual campaigns alone
  • 67% increase in sales volume for campaigns with Reels ads plus usual ads, compared to usual campaigns alone
  • 64% increase in sales value for campaigns with Reels plus usual ads, compared to usual campaigns alone
  • 40% decrease in cost per conversion lift for campaigns with Reels ads plus usual ads, compared to usual campaigns alone
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Thanks to this test, we found out that by adding Reels to our business-as-usual campaigns we are able to improve our main KPIs. We were surprised by the results, and we will definitely use the gained knowledge during our next approaches to the campaign setups.
KACPER KOŁODZIEJCZYK, SENIOR PAID PERFORMANCE MARKETING SPECIALIST, DISPLATE
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