READ DOG BOOKS

Monthly book subscription service Read Dog Books used Instagram Stories to connect with its audience while running a single ad campaign on Instagram and Facebook to encourage people to subscribe, resulting in a 7X return on ad spend.

THE STORY
Page-Turning Subscriptions

Monthly book subscription service Read Dog Books used Instagram Stories to connect with its audience while running a single ad campaign on Instagram and Facebook to encourage people to subscribe, resulting in a 7X return on ad spend.

3X

increase in paying customers from Instagram alone

2X

increase in email leads from Instagram alone

7X

return on ad spend across both Instagram and Facebook

We’re still in business and moving forward full-steam, thanks to this Instagram-and-Facebook campaign. Doubling our subscriber count was a huge confidence-builder! Facebook’s marketing tools have helped us pursue our passion to grow Read Dog Books into a service that connects our readers with each other and with books that they love.
KATE CYGAN, CO-FOUNDER, READ DOG BOOKS
THE GOAL
Opening up new subscriptions

Read Dog Books wanted to grow the number of people signed up for its monthly book packages. It wanted to reach and inspire potential new customers through Instagram, and encourage them to subscribe.

THE SOLUTION
Retargeting readers

Read Dog Books developed a single campaign, featuring the same creative, to run on both Instagram and Facebook. After using the Facebook pixel to optimize the campaign for the best-performing ad placements, Read Dog Books then used Instagram Stories to build a personal connection with its audience.

The team created enticing link ads that ran in both Instagram and Facebook News Feed. These ads featured bright, colorful product shots of the curated subscription box, its featured book and other book-related contents. The featured book was shown wrapped to pique viewers’ curiosity and to avoid excluding audiences with different tastes.

Read Dog Books created a website Custom Audience to reach people based on the webpages they visited and the forms they filled out. It also created a Custom Audience based on its customer relationship management data. The team then created a lookalike audience based on these Custom Audiences and targeted further ads to this group.

Read Dog Books also applied Facebook’s core targeting so it could focus the entire campaign on US women aged 18–65 who shop online or frequently purchase books.

The book subscription service saw an impressive 7X return on ad spend from advertising on both Instagram and Facebook, including a 3X hike in paying customers from Instagram alone.