The makers of the global gardening app PlantIn reduced the cost per trial subscription by 3X after creating a standalone Instagram Reels ads campaign to promote its app.
PlantIn is a gardening companion for the world’s plant enthusiasts. The PlantIn app helps people to identify plants, diseases, and to care for their gardens with advice from a growing community of fellow gardeners and experts.
lower cost per trial subscription with Reels ads
lower cost per 1,000 views with Reels ads
lower cost per app install with Reels ads
PlantIn wanted to encourage people interested in plants and gardening to download its app and subscribe for a free trial.
A dedicated Reels campaign
PlantIn usually chose automatic placements for the majority of its campaigns and had previously seen great engagement from Reels ads. It now wanted to ramp up its usual Instagram strategy to see if it could achieve even better results with a standalone Reels campaign.
To test its approach, PlantIn conducted an A/B (split) test between its usual campaign that used automatic placements and a second campaign that used Reels ads alone, with 30% of the campaign's budget. Three video assets were created especially for the Reels ads, with some small changes to music and motion effects.
The test ran from November 18–26, 2021, with the following results:
- 3X lower cost per trial subscription with Reels ads
- 26% lower cost per 1,000 views with Reels ads
- 31% lower cost per app install with Reels ads