MVF
Working on behalf of its invisible braces clients, MVF used Instagram Reels ads to increase return on ad spend by 3.8X.
![](https://scontent-iad3-1.xx.fbcdn.net/v/t51.2885-15/332144398_536086771704416_5438528531363784161_n.jpg?_nc_cat=104&ccb=1-7&_nc_sid=7d201b&_nc_ohc=FC359rkW8woQ7kNvgEvDCOY&_nc_ht=scontent-iad3-1.xx&oh=00_AYASsSgWTEI5ax42SxD1Zh3s8TQHpIZhKQjvm4C_hmnPew&oe=66E2C778)
MVF is a global customer generation platform. MVF connects millions of customers worldwide to products and services through trusted digital brands and a huge paid marketing operation spanning over 30 channels.
higher return on ad spend with Reels ads, compared to business-as-usual ads
lower cost per acquisition with Reels ads, compared to business-as-usual ads
increase in conversions from all Instagram and Facebook ads 3 months after Reels campaign, compared to 3 months before Reels campaign
increase in revenue from all Instagram and Facebook ads 3 months after Reels campaign, compared to 3 months before Reels campaign
MVF wanted to find a new way to continue to drive sales growth for its invisible braces clients.
![](https://scontent-iad3-1.xx.fbcdn.net/v/t39.8562-6/84680660_2751573224898381_8553505654352904192_n.png?stp=dst-webp&_nc_cat=107&ccb=1-7&_nc_sid=7785fb&_nc_ohc=VH2hcUtpVcAQ7kNvgGTF3NE&_nc_ht=scontent-iad3-1.xx&oh=00_AYDfT5edi8BXNxyUj5qeaSA1uyDHdN1kmDqGMrj5DgvAWQ&oe=66E2C399)
THE SOLUTION
Reels ads to grab attention
MVF’s main focus was to attract new customers quickly. MVF suggested testing Reels ads and discover if the format was more likely to resonate with the younger audience favoured by its invisible braces clients.
For the Reels creative, MVF produced a very simple loop, showing a clinically gloved hand holding a dental mould from an invisible braces kit. MVF sought to evoke the “unboxing” trend, with the product in the foreground and the packaging and other elements of the kit shown in the background on a table.
The campaign was measured with a conversion lift study that compared the performance of the clients’ usual ad creative to business-as-usual creative plus the new Reels ads. The Reels ads alone drove an additional 148 conversions.
The campaign ran between May 5–26, 2022, and the full results showed:
- 3.8X higher return on ad spend with Reels ads, compared to business-as-usual ads
- 82% lower cost per acquisition with Reels ads, compared to business-as-usual ads
- 2.32X increase in conversions from all Instagram and Facebook ads 3 months after Reels campaign, compared to 3 months before Reels campaign
- 2.29X increase in revenue from all Instagram and Facebook ads 3 months after Reels campaign, compared to 3 months before Reels campaign