August 4, 2017

Shuttlerock dives into AJ Hackett Bungy New Zealand’s Facebook advertising

How Shuttlerock took a deep dive into AJ Hackett Bungy New Zealand’s Facebook advertising and came up above water!

Results

  • 44% improvement in CTR based on reach
  • 17.4% increase in link clicks to landing page
  • 13.2% decrease in cost per click (CPC)
  • 68% approval rate to use UGC in facebook ads

Their Story

With over 28 years of experience, AJ Hackett Bungy New Zealand (AJHBNZ), is nothing less than a pioneer in New Zealand’s adventure tourism industry.

Their Challenge

AJHBNZ was looking to improve the performance of their Facebook ad campaigns, and to drive additional awareness of their Auckland Harbour Bridge Bungy to tourists and locals.

The adventure tourism company sought to leverage the power of customer content at scale, whilst retaining control of the content to ensure the best quality creative was used.

Their Solution

AJHBNZ asked customers to share their amazing experiences to public social networks including Instagram, Twitter and Youtube. Bungy jumping is a once in a life opportunity, and with the Auckland Bridge Bungy open 364 days a year, there’s no shortage of amazing customer content.

Using Shuttlerock’s Technology, AJHBNZ curated, and obtained consent for content to use in ads. The Shuttlerock platform automatically created ads, which were optimized as and when required to increase reach, engagement and link click to the main Bungy NZ website.

Previously this had been difficult to control and manage. The Shuttlerock system allowed AJHBNZ to gain consent to use the photos prior to them going into the ads. In addition, AJHBNZ was able to generate and use the photos automatically without having to reload them into separate ads by hand.

Their Success

To gain a fair comparison AJHBNZ tested a ‘normal’ brand advertisement with the same budget and target market on the same dates. The ‘normal’ ad contained a company generated Bungy photo, which was not changed throughout the campaign.

Using the Shuttlerock solution, the comparison advert used a selection of customer photos  that dynamically optimized based on relevance score, frequency and minimum days displayed (using 3 photos in the carousel format).

Across a number of metrics the UGC ads were shown to drive better results.

  • 69% increase in ad engagement (likes, comments and shares)
  • 13.2% decrease in cost per click (CPC)
  • 28% decrease in CPM rate

Shuttlerock specific results:

  • The Shuttlerock system filtered through 100,841 pieces of content approving 1,703 photos and videos for general usage. Of the 1,703 items 1,353 was new content from customers. For facebook advertising Shuttlerock received a 68% approval rate in response to requesting permissions for a total of 113 pieces of UGC.

 

AJHBNZ Facebook Ad Example

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