Bookbeat
As part of their full-funnel strategy, BookBeat wanted to showcase its extensive book catalogue to appeal to as many people as possible and continue to efficiently increase signups. Experimenting with Dynamic Product Ads on Snapchat cut Cost per new trial users by 50% – proving the power of catalogue-based dynamic creative.
"We are always eager to experiment with new strategies and formats to improve our marketing mix. DPA is a great product to allow us to display our book catalogue to Snapchat users and be more relevant. Showing the right product to the right user is of essence and the 50% decrease of cost per new trial user shows it. We are looking forward to scale and keep experimenting with this format."
- Raphaël Pastorel, Performance Marketer at Bookbeat
Perfecting Lower-Funnel Performance
BookBeat was eager to keep developing and improving its Snapchat strategy. The audiobook streaming service, which was launched in 2015, decided to experiment with catalogue-based dynamic creative. Already using Snap Ads and Story Ads, BookBeat wanted to add Dynamic Product Ads (DPA) to its existing lower funnel Snap strategy. By doing this, the brand set out to determine whether DPAs would improve its lower-funnel performance while keeping the rest of the setup consistent between the test cells.
A Split Test on Snapchat
For nine days in May, BookBeat ran a controlled split test among Norwegian audiences. The test isolated the impact of adding DPA to the existing media mix while also allowing BookBeat to evaluate a new lower-funnel format.
The brand used the same BAU foundation of Snap Ads and Story Ads for both cells. The control cell used Snap Ads and Story Ads only. Meanwhile, the test cell used the same setup, but included Dynamic Product Ads through catalogue-based Collection Ads.
We're always looking for ways to improve performance, and this delivered great results. Adding dynamic placements to our existing media mix on Snapchat helped us reach more users efficiently, delivering a 50% decrease in our cost per trial user, exactly the kind of proof we look for before scaling a new format, and one that's helping us build a stronger long-term strategy on Snapchat.
Vanessa Ekström, Digital Marketing Director at Bookbeat
Delivering Results with Dynamic Product Ads
BookBeat’s instincts were correct. Combining Snap Ads, Story Ads and Dynamic Product Ads delivered a 50% lower Cost per new trial users than the BAU setup without DPAs 1. The brand’s experiment proved that adding catalogue-based dynamic creative to an established Snap setup can improve purchase efficiency. Displaying a broad range of their catalog allowed BookBeat to deliver tailored ads to Snapchat users and therefore be more relevant.
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