GRAVASTAR

The audio brand increased its incremental return on ad spend by 1.8X by adding Instagram Reels ads to its campaign.

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THE STORY
Changing the audio game

Founded in 2018 by well-known industry designer Yong, GravaStar aims to create audio products with unique and futuristic designs that don’t compromise on sound quality. Beyond being functional, the brand focuses on the important details of its products, allowing its speakers and earbuds to double up as collectibles.

78%

higher return on ad spend from cell with Reels ads, compared with business-as-usual cell

1.8X

increase in incremental return of ad spend, compared with business-as-usual cell

35%

lower cost per conversion lift from cell with Reels ads, compared to business-as-usual cell

Meta is one of the most important partners for GravaStar. On Meta apps, we communicate with our fans, release new products and collect user feedback. With Meta releasing Reels ads, I think its young, fashion and cool style matches that of our products perfectly. So we worked with the Meta sales team to do the Reels test, which delivered a very positive result, lifting return on investment 180% for us. We will continue to advertise on Reels in the future and also look forward to more partnerships with Meta team.
YONG HUANG, CEO, GRAVASTAR
THE GOAL
Selling products with Reels ads

GravaStar wanted to see if adding Instagram Reels ads to its business-as-usual video ad campaign could boost online sales.

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THE SOLUTION

Showcasing unique audio collectibles

GravaStar had been regularly running video ad campaigns, but was looking to further boost online sales, so it decided to explore adding Instagram Reels ads to its usual campaign strategy.

Recutting its existing video ads, GravaStar created short feature clips of its products as Reels ads. The resulting videos highlighted the collectible value of their earpieces, showing off the sleek design of the earbuds and speaker casing. To encourage audiences to purchase, the Reels ads also featured a discount code, along with a direct link to the GravaStar website.

Running May 19–June 1, 2022, the campaign showed:

  • 78% higher return on ad spend from cell with Reels ads, compared with business-as-usual cell
  • 1.8X increase in incremental return of ad spend, compared with business-as-usual cell
  • 35% lower cost per conversion lift from cell with Reels ads, compared to business-as-usual cell
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