Our Client,
Jamaica Cottage Shop, Inc, builds and sells fine post and beam garden
buildings like tool sheds, cottages, wood sheds, and more. Beginning in
February of 2018, they began a contest, hosted through the platform ShortStack,
to Win a 8X10 NewYorker Shed from Jamaica Cottage Shop for a deserving dad or husband this
Father’s Day! The contest will run through the end of May, and one lucky winner
will be chosen to surprise the guy in their life!
How does it work?
This contest
landing page was built through ShortStack and advertised through Facebook.
Facebook users are targeted Ads based on search criteria, interests,
demographics, and more. Once the user sees the ad and clicks on it, it brings
them to the contest landing page where they either enter a description or photo
about why their dad or husband should win. As well, users enter their email to expand
Jamaica Cottage Shop’s email list.
The ads
We ran 4 ads to A/B test. The ads and
results thus far are explained below, from lowest performing to highest.
1. Cartoon 1 – “Enter to Win an 8x10 Man
Cave”
“What would your dad do with a Man Cave?” So far, this ad has received 466 Link Clicks to the Landing Page. It has a CTR (Click-Thru-Rate) of 3.55% and a CPC (Cost Per Click) of $0.15. The image shows cartoon characters
discussing the lumber used to build the shed, with mention of the contest in
the description below the image headline.
2. Inside a Shed – “Every Dad Wants A Man
Cave”
“Free Shed Giveaway - No Purchase
Necessary! Built by a Vermont Craftsman here in the USA.” The Shed Ad has received 1,179 Link Clicks to the Landing Page.
It has a CTR of 3.61% and a CPC of $0.18. In this ad, the giveaway
is mentioned in both the newsfeed description and the link description. The ad
hints at the father’s day theme with “#1 dad”.
3. Cartoon 2 – “Enter to Win an 8x10 Man
Cave”
“Man Cave or She Shed?” This ad has received 2,172
Link Clicks to the Landing Page. It has a CTR of 4.50% and a CPC of
$0.16. Back to the cartoon characters, but it can’t be all about Dad, what
about those women who deserve a “She Shed”? The newsfeed description brings in
the deserving women, as well.
4. Father’s Day Ad – “Father’s Day Giveaway
from Jamaica Cottage Shop”
“Enter to win an 8x10 Post & Beam Shed from Jamaica
Cottage Shop built by a Vermont Craftsman here in the USA.” The best performing ad mentioned the “Father’s Day
Giveaway” in the image. This ad has received 6,123 Link Clicks to the Landing Page. It has a CTR of 4.91% and a CPC of $0.15. This ad shows it’s all about dad! The image
highlights this loud and clear while the supporting text below explains the
giveaway. The newsfeed text explains Jamaica Cottage Shop and their buildings.
The Results (so Far)
As of now, the
Jamaica Cottage Shop Father’s Day Giveaway Contest has received over 1,400 entries...
that means 1,400 more emails to add to their email list and 1,400 more
potential customers, at slightly over a $1.00 cost per lead and a 14.27%
Conversion Rate. The contest has been running for about 2 months, with a
little over one month remaining. We estimate the leads to amount close to, if
not exceed, 2,000.
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