This prepaid payments company used ads in Instagram Stories to reach an audience of gamers during a major summer sale—leading to more internet searches for a sales outlet for the payment card, at a lower cost.
Operating in over 46 countries, paysafecard is a secure and simple prepaid payment method that helps people make purchases online, without using a bank account or credit card.
internet searches for paysafecard sales outlets
higher click-through rate with ads in Instagram Stories
lower cost per conversion with ads in Instagram Stories
The prepaid payment company’s goals were two-fold. It wanted to increase the number of searches for its paysafecard among a gaming audience, while also generating quality interactions and social buzz on Instagram during a popular video game summer sale.
Video game summer sales are huge events and a great opportunity to reach a gaming audience, so paysafecard decided to run an Instagram campaign aimed specifically at gamers. It targeted its ads to men and women ages 16–30 in Europe and Mexico and then, to narrow its audience, it targeted ads to people interested in specific games like Dota 2, PUBG or Final Fantasy. It also retargeted ads to its website visitors and a lookalike audience based on those visitors.
The campaign featured ads in a meme-like format. The creative showed a paysafecard inside an emergency box with copy urging customers to break the glass in case of a summer sale. The creative was attention-grabbing and reinforced the idea that paysafecard is a tool that protects its customers.
At the end of the week-and-a-half campaign, paysafecard saw impressive results: a 2X higher click-through rate with ads in Instagram Stories compared to other campaign ad placements and a 76% lower cost per conversion with ads in Instagram Stories compared to the company’s annual average. It also led to more than 6,000 internet searches for a sales outlet for the paysafecard.