SHOWTIME CLINIC

The cosmetic surgery clinic’s busy CEO had been handling all the marketing efforts. To make things easier, Showtime Clinic wanted to find a quick, simple and effective solution for building a library of creative assets it could pull from to create ads. After considering different options, the clinic chose to try Canva, a Meta Business Partner.

Using Canva’s video editing tools and templates, Showtime Clinic created three thumb-stopping videos that showcased the company’s services and followed Meta best practices like Meta Creative Shop’s conversational copy framework to write attention-grabbing headlines and ad copy.

Once the assets were ready, Showtime Clinic integrated the Messenger API for Instagram and launched a campaign of video ads that click to Instagram Direct. The ads ran in Instagram feed, where a Send Message button took people to an Instagram Direct chat, and in Stories, where people could swipe up. Once in an Instagram Direct chat, people could ask questions and get automated answers about the business’s services, procedures and medical teams.

Showtime Clinic also ran a campaign of video ads that click to Messenger on Facebook that took people to a similar automated interactive business experience. Simultaneously, the clinic ran its usual photo ads across Instagram feed and Instagram Stories.

The clinic showed all ads to a lookalike audience based on people who had messaged its business within the past year, as well as a broad audience of people aged 20–65 in Thailand. Using Advantage+ placements (formerly called automatic placements) ensured Showtime Clinic’s ads appeared across Facebook, Instagram, Messenger and Audience Network, where they were most likely to perform best.

Showtime Clinic also ran an A/B test that revealed that its video ads that click to Instagram Direct and Messenger outperformed its usual photo ads, earning the following results between November 6-12, 2021: