Lifetime tested mobile-first video ads in Instagram Stories to boost app subscriptions for Lifetime Movie Club, and realized a 414% lift in incremental app installs.
A subsidiary of A+E Networks, Lifetime is an entertainment destination for women, offering high quality programming that spans scripted series, nonfiction series and movies. Lifetime’s global initiative, Broad Focus, is dedicated to supporting and hiring female directors, writers and producers.
lift in incremental app installs among people who saw mobile-optimized vertical video ads
lift in incremental subscriptions among people who saw video ads
more efficient cost per incremental install for mobile-optimized video ads compared to photo ads
Lifetime wanted to test using a new ad format against a previously used format to understand which one works better at increasing subscriptions to Lifetime Movie Club.
Lifetime had previously relied on landscape-format photo ads in Instagram Stories to boost subscriptions to Lifetime Movie Club—a subscription video service streaming new and classic Lifetime movies, commercial-free. The company wanted to test if vertical video assets could drive subscriptions more efficiently. So, Lifetime partnered with the team at Facebook Creative Shop to adapt its existing photo assets for mobile-first viewing in Stories.
Together, Lifetime and Facebook Creative Shop repurposed the original photo assets into full-screen vertical video ads. They enlarged the images of the star actors, reduced the size of the text overlays, and added slow-motion elements (such as sliding the images in and out of the frame) to better grab viewer attention.
The ads promoted some of the most popular movies in Lifetime Movie Club, including Fifteen and Pregnant, Scared Silent, The Perfect Stalker and Jodie Arias: Dirty Little Secret. Each ad had either a Swipe up for a free trial or an Install Now call-to-action button that linked through to the Apple App Store or Google Play.
Lifetime used Facebook’s campaign budget optimization feature to automatically and continuously find the best available opportunities to optimize the distribution of the campaign budget across ad sets in real time.
The entertainment brand showed the ads to lookalike audiences based on its current Lifetime Movie Club subscriber list. Lifetime determined the results of this January 4–24, 2019 campaign using a Facebook conversion lift study, which revealed a:
414% lift in incremental app installs among people who saw mobile-optimized vertical video ads (268-point higher lift over photo ads)
274% lift in incremental subscriptions among people who saw video ads
1.67X more efficient cost per incremental install for mobile-optimized video ads compared to photo ads