PlanetArt increased incremental in-app purchases by 2X for its FreePrints app after adding branded content ads to its Instagram strategy.
PlanetArt offers photo printing services. Its mobile FreePrints app allows people to print photos directly from their smartphones, and offers 45 free photo prints each month, with no subscription or commitment required.
incremental purchases using branded content ads and regular content combined, compared to regular content alone
incremental complete registrations using branded content ads and regular content combined, compared to regular content alone
PlanetArt wanted to reach out to young adults aged 18–25 with an engaging campaign to encourage them to download the FreePrints app and sign up for the photo service.
Creating compelling branded content
PlanetArt wanted to find new ways to build more engaging, personalised ads, so it decided to test the impact of branded content on campaign performance and business results. Branded content allows a brand to find new customers by sharing their brand story in partnership with creators, who create authentic, compelling ad creative that resonates.
PlanetArt also wanted to reach a younger audience and appeal to them using the type of visual language they were familiar with from Reels. Facebook creative teams developed four playful concepts that showcased the experience of getting photos from your phone to a printed format.
To bring these concepts to life, PlanetArt worked with Karen X Cheng – an experienced Reels creator with more than 129 million views of her Reels on Instagram – and a leading influence content company, Vamp. Karen X advanced the Meta creative teams’ initial ideas and filmed prototypes that were used to inspire 30 additional talented creators chosen from France and the UK.
Karen X’s assets were used for most of the branded content ads, due to the high quality of her work. PlanetArt then looked at the organic (non-paid) performance of its other content and selected those best-performing assets for the paid campaign, and added the call-to-action download the FreePrints app.
The branded content ad campaign ran from April 14–25, 2021, and was measured with a Facebook conversion lift study. It achieved:
- 2X incremental purchases using branded content ads and regular content combined, compared to regular content alone
- 5X incremental complete registrations using branded content ads and regular content combined, compared to regular content alone