Business incubator Merintis worked with premium grocery brand Spencers Indonesia and Vamp, a Meta Business Partner, on a Reels ads campaign with branded content from multiple content creators, and saw a 99% lower cost per incremental lead.
Merintis is an Indonesian incubator that helps people start their own businesses. One of its pilot programs is a partnership with grocery chain Spencers Indonesia that involves recruiting more resellers.
lower cost per incremental lead with branded content Reels ads, compared to usual Reels ads
lower cost per 1,000 impressions with branded content Reels ads, compared to usual Reels ads
lower cost per click with branded content Reels ads, compared to usual Reels ads
Merintis was curious to know if working with online personalities to create Reels ads would help drive more leads at a lower cost and encourage more people to sign up as resellers for Spencers Indonesia.
Experimenting with Reels
Together with Meta Business Partner Vamp, Merintis and Spencers Indonesia engaged six content creators known for being healthy lifestyle advocates to create a branded content Reels campaign on Instagram and Facebook.
Marked as Sponsored, the Reels ads showed the creators interacting with Spencer Indonesia’s products and ran in a campaign of branded content ads. To measure the impact of the new strategy, the brand conducted a multi-cell conversion lift test.
The first cell had the Reels ads with branded content. The second cell had a campaign of the brand’s usual Reels ads, which features user-generated creative and included the steps to sign up for the reseller program. All ads linked to Spencer’s website, where people could open a messaging session and chat with a representative from Spencers to join the reseller program. To reach as many people as possible, Merintis showed all ads to people in Indonesia aged 21–65.
The team saw the following results from the September 2–October 1, 2022 conversion lift test:
- 99% lower cost per incremental lead with Reels branded content ads, compared to usual Reels ads
- 31% lower cost per impression with Reels branded content ads, compared to usual Reels ads
- 58% lower cost per click with Reels branded content ads, compared to Reels ads