SHOWTIME CLINIC

The Thai cosmetic surgery clinic worked with Meta Business Partner Canva on a campaign of video ads that click to Instagram Direct and Messenger, and saw a 22% lower cost per message.

THE STORY
Cosmetic surgery center

Showtime Clinic offers a variety of elective cosmetic procedures, as well as recovery services. The company considers customer satisfaction to be one of its top priorities.

22%

lower cost per message from video ads that click to Instagram Direct and Messenger, compared to photo ads

28%

lower cost per new messaging connection from video ads that click to Instagram Direct and Messenger, compared to photo ads

16%

higher message-per-reach ratio from video ads that click to Instagram Direct and Messenger, compared to photo ads

Working with Meta and Canva has greatly improved the quality of our creative, encouraging customers to chat with us and find out more about our brand. Since adopting Canva’s library of templates, we can easily create new mobile-first videos. Thanks to our new campaign of ads that click to Instagram Direct, we grabbed the attention of high-value customers while keeping costs low.
CHOWWANID POTATANAYONG, CEO, SHOWTIME CLINIC
THE GOAL
A creative facelift

Showtime Clinic was looking for an easy way to create high-quality videos that would improve ad performance and attract more customers.

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THE SOLUTION

Experimenting with interactive video ads

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:

  • 22% lower cost per message from video ads that click to Instagram Direct and Messenger versus business-as-usual photo ads
  • 28% lower cost per new messaging connection from video ads that click to Instagram Direct and Messenger versus business-as-usual photo ads
  • 16% higher message-per-reach ratio from videos ads that click to Instagram Direct and Messenger versus business-as-usual photo ads
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When it comes to social media marketing, brands need to bring their A-game to cut through the noise. Time-strapped businesses like Showtime Clinic need a simple but effective way to create high-quality creative without exerting much effort or spending large amounts of money. That’s where Canva comes in.
KATE MARSDEN, PARTNERSHIPS MARKETING LEAD, CANVA