This educational technology company reduced its cost per acquisition by 15% with an appealing campaign of Instagram Reels ads for its self-growth app.

To cut a long story short…

Headway is an educational technology app that aims to provide fun and easy personal growth through various content, including 15-minnute non-fiction book summaries, visual concept explainers, and daily insights into productivity, business and career, happiness and many more.


decrease in cost per acquisition with Reels ads


increase in video views with Reels ads


increase in trials with Reels ads

The Reels placement gave us the opportunity to expand our audience and reach new customers with new types of ad content—video explainers. The fall in cost per acquisition and the rise in conversions are convincing enough for us to continue working in this promising Reels area.
Increasing app trials

Headway wanted to encourage busy people in Spanish-speaking countries—particularly Spain, Colombia, Chile, Mexico and Dominican Republic—to take a trial of the Headway app.

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Moving stories with Reels ads

Headway has long used automatic placements for its campaigns on Meta apps and services. In 2022, it wanted to ramp up its usual Instagram strategy and see if it could achieve even better results with a standalone campaign of Reels ads.

Reels ads help businesses to reach greater audiences, allowing people to discover inspiring new content from brands and creators. The ads are full screen and vertical, similar to ads in Stories, and appear in between individual Reels. As with regular Reels content, these ads will loop and can be up to 30 seconds long. People can comment, like, view, save and share the ads, and they appear in the most popular places to access Reels content, including the Reels tab, Reels in Explore and Reels in feed.

To test its approach, Headway conducted an A/B test between its usual campaign (which used automatic placements for six different video ads), and a second campaign that used Reels ads alone. A total of seven video assets were created especially for the Reels ads. The idea was to compare the performance of the Reels ads with its business-as-usual ads, with particular emphasis on cost per acquisition and conversion rate.

The test ran from February 24–March 3, 2022, with the following results:

  • 15% decrease in cost per acquisition with Reels ads
  • 10% increase in video views with Reels ads
  • 10% increase in trials with Reels ads
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