GAYEON

The Korean matchmaking company tested an Advantage+ shopping campaign on Instagram and earned a 65% increase in leads, compared to the brand’s usual campaign.

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THE STORY
Making a match

Headquartered in Seoul, Gayeon is a South Korean marriage agency specializing in matchmaking.

65%

increase in leads for Advantage+ shopping campaign, compared to usual campaign

40%

lower cost per acquisition for Advantage+ shopping campaign, compared to usual campaign

2.6X

increase in link clicks for Advantage+ shopping campaign, compared to usual campaign

After experiencing a dip in performance for Gayeon’s usual traffic and conversion campaign, we needed a new strategy. With Advantage+ shopping campaigns, the ads performed better and reached a wider audience at a lower cost without the need for complex targeting. We’re very grateful to the Meta sales team for providing us with this testing opportunity.
SORA IM, MARKETING MANAGER, CONNECT WAVE
THE GOAL
Courting new members

The Gayeon team hoped to boost member registrations.

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THE SOLUTION

Testing a new strategy

The Gayeon team often runs campaigns on Instagram, and works with digital agency Connect Wave. When campaign performance began to decline, the teams wanted to find a new advertising strategy that could help them reach more people and generate more leads.

They decided to test an Advantage+ shopping campaign, which uses Meta’s machine learning capabilities to reach valuable audiences with less setup time and greater efficiency. The campaign featured photo ads that included testimonial quotes from clients and encouraged people to click the Learn more button. When people clicked on the ad, they arrived at Gayeon’s website, where they could learn more about the company’s matchmaking services and register as a member.

Simultaneously, the team ran Gayeon’s usual campaign of photo ads optimized for website conversions, which used the same creative assets. The team ran the ads in placements on Instagram, and delivered the ads to a broad audience of people ages 25–49 in South Korea.

To evaluate the performance of the Advantage+ shopping campaign, the Gayeon team conducted a Meta A/B test with the following setup:

  • Cell A: Gayeon’s usual campaign of photo ads optimized for website conversions
  • Cell B: the Advantage+ shopping campaign

After running a Meta A/B test from September 1–15, 2023, the team learned that the Advantage+ shopping campaign helped them reach a wider audience of people and boosted leads at a lower cost. Results included:

  • 65% increase in leads for Advantage+ shopping campaign, compared to usual campaign
  • 40% lower cost per acquisition for Advantage+ shopping campaign, compared to usual campaign
  • 2.6X increase in link clicks for Advantage+ shopping campaign, compared to usual campaign
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