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