Kicking Dynamic Creative Ads to the Curb: How we Decreased CPA by 66% For Joyn
Joyn represents everything positive about the future of movement. True, we’re biased, but one of the best parts of what we do is choosing who we work with. And the truth is, our jobs are much, much easier (and more fun!) when we believe in our partners’ business. So, it goes without saying: we’re big fans of Joyn.
Simply, Joyn is a movement app for every body. Built on the conviction that feeling the joy and freedom of movement shouldn’t be exclusive to muscular influencers in size 00, Joyn’s online library includes a wide range of videos led by instructors that are positive, warm, and inclusive—truly. At the beginning of each class, the instructor introduces themselves, shares their pronouns, and takes a moment to talk through their recommended modifications to the movement they’re about to facilitate. That way, people that might need to be seated can still have fun and participate.
When Joyn reached out to us in late 2020, they had a well-established brand, product market fit, and a growing (and super excited) audience. But what they were looking to accomplish was replicating their positive growth across multiple channels and supercharging it with a growth marketing agency like Tuff.
When we jumped in and got access to Joyn’s Facebook Business Manager, there was already quite a bit of historical data accumulated from past campaigns they had been running.
Similarly to many new Tuff clients, Joyn knew that Facebook Ads were a key tactic for scaling their subscription user base, so their in-house team jumped in, whipped up some creative, and launched ads to start getting a finger on the pulse of which combination of targeting and creative would drive the most conversions on the site.
Truthfully, for any startup seeking product-market fit, this is the perfect approach. Get scrappy, launch some ads, glean some learnings, and when you’re established and ready to scale, call in more resources.
When we stepped in, we did it with a pointed goal: drive down CPS. We paired with a clear game plan:
- Dig into the historical data
- Test Non-Dynamic Creative
- Get UGC Influencer Style Creative
- Optimize what performs, ditch the rest
Joyn’s Facebook Dynamic Creative Ads: Were they Working?
After pulling and organizing the historical data, we realized that Joyn was relying heavily on dynamic creative ads, giving us an excellent place to jump in and uncover more insights.
Dynamic ads require the Facebook strategist (or whomever is executing the ads strategy) to jump into the platform and upload several different types of creative along with several different headlines and body copy. Then, when the ad is published, Facebook—using its algorithm—automatically tests different combinations, eventually prioritizing the combinations that are most effective (“effectiveness” is measured based on whether you’ve chosen to run a conversion, traffic, video views, reach, brand awareness, or app install campaign). While generally, marketers can see some positive results using this approach, there are some significant drawbacks:
- It’s a challenge to drop in creative that’s going to be cohesive no matter what combination Facebook serves
- It’s relatively challenging to optimize on the fly with dynamic creative campaigns
So, we decided to take matters into our own hands and launch non-dynamic ads. The results speak for themselves.
Launching Non-Dynamic Ads: a 66% Decrease in CPS
Our main goal when we launched non-dynamic ads was to first optimize spend toward the best performing asset. Although typically when we pivot to test new Facebook strategies (whether it’s a new audience, new bid type, or new ad creative) results are far from immediate—especially given Facebook’s seven-day attribution window.
But, after just $545 of spend, we saw a sharp drop of 62% and within the very first week we saw a 66% decrease in CPS.
- Dynamic Spend: $6,583.44 | 153 Start Trials | CPS: $43.03
- Non-Dynamic Spend: $1,744.40 | 121 Start Trials | CPS: $14.41
True, non-dynamic ads aren’t for everyone. They necessitate a much closer eye and the oversight of someone that can spend time reallocating budget to best performing assets and manually testing creative combinations frequently. When done right, though, the results speak for themselves.
Fresh Creative: Tapping Into Influencers
Next up on our agenda for Joyn was to deep dive into their creative assets and emerge with…
- A full assessment of the creative that’s historically been performing at the top of the pack
- Clear ideas for new types of creative we’d like to test
Here’s a peek at what that looked like.
We noted that the strongest-performing creative tended to be shorter videos that open with high energy and/or full-screen movement. Both of our best-performers featured a modified way to access the movement, and bright colors with quick, varying shots. Finally, we were immediately able to see recognizable Joyn branding.
Strength Training Video | Yoga Video
So, the next steps: recommending fresh creative. Joyn’s library of body-positive movement classes is populated by a cohort of inclusive, positive, extremely personable coaches. So when we recommended testing influencer content, we were able to create fun, big-energy new creative on a few day turnaround without having to source or negotiate with influencers.
We were able to get two raw videos back from two of Joyn’s most memorable coaches, Kanoa Greene and Anna Chapman, use Joyn’s internal team for some extra editing and text overlay, and deploy them without a hitch.
While there are a few extra steps to take (both on the Joyn Instagram page and on the influencer’s personal page) once we began promoting the two videos, the results were extremely interesting.
- Kanoa Greene Influencer Campaign: $643.18 | 14 Start Trials | CPS: $45
- Best-Performing Audience: “Female Leaders” — CPS: $14.81
The name of the game for Joyn: drive a CPS of less than $20. And while our results for Anna’s influencer campaign were not quite as tight, serving Kanoa’s ad to fresh audiences, rotating in new copy, and testing new placements have us seeing results that are closer to what we’re aiming for.
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While we have been able to deep dive into both creative strategy and rigorous optimizations with Joyn, no two brands are built the same. Have a suite of creative you think we could supercharge?
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Fresh from the creative world, Elle brings a strong left brain/right brain balance to every new business challenge she meets. Her hunger to learn and unflinching willingness to get her hands dirty combine to make her the person that never runs out of questions. Happen to catch her away from her laptop? She’s likely flecked with dirt kicked up by her mountain bike.