IIPAMASTER

The Pilates education provider achieved a 27% increase in purchases when it developed creative for Instagram Reels and then added Reels ads to its business-as-usual campaign.

THE STORY
Enhanced education for Pilates instructors

An online education service for Pilates instructors, iipamaster offers practical video content designed to help fitness professionals enhance their teaching skills.

87%

higher click-through rate for Reels ads plus usual campaign, compared to usual campaign alone

22%

increase in completed registrations for Reels ads plus usual campaign, compared to usual campaign alone

27%

increase in purchases for Reels ads plus usual campaign, compared to usual campaign alone

We created bespoke Reels creatives loved by core customers by working with Meta Creative Shop. With this experiment, we’ve learned that adding the Reels ad placement to our business-as-usual campaigns helps to expand ad delivery, engage more customers and enhance conversion rate. We will continue to use Reels to reach our target audience and build a stronger relationship with them.
SHAWN YUN, MKT TEAM LEAD (HEALTHCARE TEAM IN GROWTH MKT CENTER), BRAVECOMPANY
THE GOAL
Lifting customer acquisition and sales

The fitness education provider wanted to acquire new customers and increase sales. It wondered if adding a campaign of Reels ads to its usual Instagram campaigns could help reach more people.

Something Went Wrong
We're having trouble playing this video.
THE SOLUTION

Revamping ad campaigns with Reels

The iipamaster team worked with Meta Creative Shop to design creative assets for Reels that encouraged people to register for an account and make a purchase on the company’s website. Designed to appeal to pilates instructors, the vertical videos featured fitness professionals talking about the benefits of iipamaster’s educational content and how it can help improve their teaching techniques. Following Meta’s best practices for Reels, iipamaster included sound effects and subtitles throughout the videos so that they could be viewed with the sound on or off.

The Reels ad placement was added to iipamaster’s usual campaign of photo ads. To measure the impacts of Reels ads on performance, iipamaster conducted an A/B test that compared the usual campaign alone with the usual campaign plus the Reels ads campaign. iipamaster showed all ads to people between the ages of 20–40 who had not completed an account registration in the previous 180 days.

After receiving the results of the A/B test, iipamaster discovered that adding the Reels ads placement to its usual ad mix had a significant and positive impact on ad performance, including:

  • 87% higher click-through rate for Reels ads plus usual campaign, compared to usual campaign alone
  • 22% increase in completed registrations for Reels ads plus usual campaign, compared to usual campaign alone
  • 27% increase in purchases for Reels ads plus usual campaign, compared to usual campaign alone
Create Ad
Something Went Wrong
We're having trouble playing this video.