[Case Study] How Video Ads + DPAs Decreased CPA

by Sandra Rand 2 years ago

Of all the subscription boxes these days, the most loved have to be the snack ones. Because who doesn’t love a good snack?

With that in mind, we wanted to share the details behind the ad spend for the brand that was the first and biggest to break into the $64 billion snack food industry. They want everyone to “eat well and live better” by enjoying amazingly delicious snacks that are made with high-quality and simple ingredients.

Having lasted in the tough subscription box world for the past 5 years, this brand continues to defy the odds.

What really makes them unique is that they began their customer acquisition on Facebook and owe most of their sales success to that strategy.

But this isn’t to say they didn’t have a large bump in the road, which is when we came in to help.

Why They Came To Us

This healthy snack box brand was rocking the Facebook advertising game for a long time and they were definitely crushing it for a number of years. However, in the middle of last year, their strategy seemed to stop working.

While fluctuations in sales are normal, this was a steep decline from which they were struggling to find a way out of. It even made them question whether they had tapped out on all of the potential Facebook advertising had to offer and whether they should even continue to use it.

This is a problem that a number of long-term Facebook advertisers often face, but having seen this with other brands before, we knew just how to address it.

tl:dr Version of What We Did

We knew that if we combined video ads and Facebook’s Dynamic Product Ads we could both increase this box’s ROAS and scale their advertising efforts to new heights.

How can we make such a claim? I’ll explain.

Video Killed The Radio Star

If you’re a regular reader of our blog (which you obviously should be due to our wit and charm), you’ll know that we’ve mentioned how important video advertising is for direct response social advertising.

But don’t just take our word for it. The data backs it up:


But it’s not just video ads that are making a splash, Dynamic Product Ads (DPAs) have also been increasing brands’ ROAS over the last two years.

Keep Rollin’ Rollin’ Rollin’ Rollin’

Just in case you’re still living in the same year that our section title’s song came out, here’s a quick review: DPAs help brands retarget (and sometimes prospect) customers without requiring extra work from your team.

They do that by allowing you to upload your entire catalog and then will showcase additional items to your potential customers that match what they’ve already looked at on your site. Because you avoid having to create multiple individual ad sets, DPAs spare your team additional stress by doing that work for them.

But as strong as they are individually, DPAs and video ads combined are where the real power stands.

When Two Becomes One

So why did I just take the time to explain how well video ads and DPAs have performed on Facebook? Because we’ve combined the two on multiple campaigns and are now happily showcasing the results from our work.

Want to know just how well this combination did? Check out the case study below!