Wanted Lab saw a 2.1X increase in conversions when its team worked with Meta Business Partner TagBy to test whether partnership ads on Instagram could increase registrations for its new analytics service.
Founded in Seoul in 2015, Wanted Lab is an HR technology company and recruiting platform that operates based on referrals, which create personalized career opportunities for professionals.
increase in conversions using partnership ads, compared to usual campaign ads
increase in “complete registration” actions using partnership ads, compared to usual campaign ads
The Wanted Lab team hoped to boost awareness of a new career path analytics service for job seekers and acquire more completed registrations from new customers.
Partnering for success
The Wanted Lab team was interested in changing its usual marketing strategy of photo ad campaigns for the launch of its new analytics service. In hopes of reaching beyond its usual target audience, the brand decided to work with well-known creators.
The Wanted Lab team partnered with influencer marketing agency TagBy, a Meta Business Partner, to identify creators who might be a good fit for the campaign. After engaging THE EDIT, a popular and trusted product recommendation media group, its team of creators filmed a vertical video in the 9:16 format. The creators talked about Wanted Lab’s latest service for job seekers and highlighted the benefits of analyzing career paths.
The video was then run as a partnership ad on Instagram in all placements including Reels. It was marked as Sponsored and included a Learn more button that, when tapped, linked to Wanted Lab’s website where people could sign up and register for the new analytics service.
The Wanted Lab team used the “complete registration” event optimization for the campaign and delivered the ad to adults in South Korea ages 30–44 who were not already registered Wanted Lab customers.
To understand the performance of the campaign, the Wanted Lab team conducted an A/B test in Meta Ads Manager between June 29–July 12, 2023. This test compared the results of the partnership ad campaign to the results of the brand’s usual campaign. The results showed that the partnership ad increased engagement, including the following:
- 2.1X increase in conversions using partnership ads, compared to usual campaign ads
- 61% increase in “complete registration” actions using partnership ads, compared to usual campaign ads