FLIP
The fintech app tested branded content ads on Instagram and found a 5.5X lower cost per install compared to its business-as-usual campaign.
Flip is a fintech-based payment platform that hopes to help more people achieve their financial goals. Flip has more than 10 million users, who can transfer funds, buy mobile data packages and make a variety of transactions at low costs with its app. For corporate partners, Flip also provides business financial management solutions.
lower cost per install
more “complete registration” actions completed after app install
Flip wanted to see whether branded content ads would motivate more people to install its app and reduce the cost per install.
THE SOLUTION
Branded content boost
The fintech app partnered with two well-known creators to produce branded content ads that ran across Instagram placements, including feed, Stories, Reels and Explore. The video ads, which used the app installs ad objective, featured the creators talking about the benefits of Flip and included a call-to-action button that encouraged people to install the app.
To gauge the impact, Flip conducted an A/B test that compared the two new branded content ads against a campaign of eight photo ads that used Advantage+ placements (formerly automatic placements) to deliver the ads across Facebook, Instagram and Audience Network. During the five-day campaign, Flip showed all ads to a broad audience of people between the ages of 21–50 in Indonesia.
After testing branded content ads in April 2022, Flip discovered that the creator-driven approach was more cost-efficient than its business-as-usual campaign. The results from the A/B test included:
- 5.5X lower cost per install
- 15X more “complete registration” actions completed after app install