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Facebook Case Study: Hubble achieves their Vision of Campaign Success with Creative Optimization

Hubble“ReFUEL4 gives us the ability to have constant iteration in a short period of time and to try new ideas without delay. As a result, we could sustain interest in our target audience and ensure a continuous stream of traffic to our website.”

– Dan Rosen, Creative Director, Hubble

 

Background

Over 30 million people in the U.S. wear contact lenses, yet less than one-third of them use the most hygienic and healthy option available – daily disposable lenses. Co-founded by Ben Cogan and Jesse Horwitz in 2016, Hubble is a subscription service for daily contact lenses at just $30 a month. Hubble aims to make daily lenses affordable for their tens of thousands of subscribers so they don't have to choose between their health and their wallet.

 

Goals

To drive more web traffic and subscriptions, while sustaining a low CPA from Facebook advertising.

 

Challenges

To ensure their Facebook ads continue to draw in new subscribers and not suffer from ad fatigue, Hubble needed a constant supply of fresh ideas and creatives. This proved to be a challenge as they did not have the necessary resources to produce and experiment within a short period of time.

 

Solutions

 

Fast and Scalable Creative Production

ReFUEL4's global network of over 10,000 designers was on hand to meet Hubble's needs,  delivering new creatives within just 48 to 72 hours of a brief. Other than increasing overall volume, the diverse backgrounds and experiences of ReFUEL4's designers translated to a wider variety of messages and styles across creatives.

 

Smart Creative Optimization based on Creative Optimal Rate (COR)

Hubble was able to refer to ReFUEL4's proprietary COR methodology, the world's only online creative performance measurement and optimization tool, to make informed decisions for better results from ads. The 3 key components of creative performance based on COR are namely:

Creative Quality

ReFUEL4's AI engine predicts the future performance of ad creatives and assigns a score to each of them. Hubble monitored their level of creative quality to determine if they needed to replace current creatives with higher scoring ones.

Creative Quantity

Having an optimal number of creatives in your ad set allows you to get better performances in the auction. This is measured as creative quantity in COR, which was used by Hubble to decide whether they should be adding more creatives to their ad sets.

Creative Refresh

Over time, ad fatigue sets in and causes a significant drop in the performance of your ads. By referring to the creative refresh rate, Hubble knew when to swap out their current creatives for new ones to maintain optimal campaign performance.

 

Smart Creative Management with Automation

ReFUEL4’s AI engine assigns an AI score to each creative according to its predicted performance. These scores allowed Hubble to make informed choices for their Facebook campaigns. Underperforming ads were automatically swapped out for new ones, and ReFUEL4's designers were prompted to produce more ads whenever a creative performance drop was detected.

On the other hand, Hubble was also able to use successful ad creatives as a reference for ReFUEL4's designers to produce more variations quickly. This served to amplify and sustain the effectiveness of their campaigns.

 

Results

- 21.5% increase in new subscriptions per week

- Sustained low CPA from Facebook ad campaigns

- Over 150 ad creatives submitted within first month

- Increased number of video creatives, resulting in better overall ad performance

 

Russell Chua
Russell Chua
Content Marketer at Creadits

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