The brand faced several challenges in running effective message campaigns. Tracking offline conversions and understanding the full customer journey proved difficult. Running separate campaigns on Facebook and Instagram led to a high Cost Per Mille (CPM), low message volume, and an increased Cost Per Acquisition (CPA), making it hard to build visibility and drive sales efficiently through social media.
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How Primal tackled these issues was by optimising audiences and testing different ad formats. The team experimented with new targeting strategies, including Facebook’s Advantage+ Audience, which uses machine learning to broaden reach and improve engagement. At the same time, video ads were introduced to better capture attention and encourage interaction across both Facebook and Instagram.
This was made possible through continuous audience refinement and the smart use of video content. The outcome shows just how important the right ad formats and a flexible targeting strategy can be in running cost-effective and engaging campaigns.
CTR Increase
CPA Decrease
Messaging Growth
