Launch of a marathon for a 3D modeling school via Facebook Ads: 3917 applications at $1.11. ROAS 361%

Developing an SMM strategy from 4Limes

We were approached by a modeling school specializing in 3D design, targeting clients from Ukraine and Europe. Their main goal was to generate leads for a new 3D modeling course. The client planned to launch a 3-day marathon for beginners who would like to try creating simple elements in a few days. After completing the marathon, users received a special discount on the full course.

$4 345

advertising campaign budget

403 333

coverage of the advertising campaign

888 836

impressions of the advertising campaign

3 917

number of leads from the site

$1,11

price per ice

9 646

clicks on the link

Details

GEO

Ukraine, Europe

Target audience

Women and men who are looking for new interests, a new profession, want to change something in themselves

Niche

Online school of 3D modeling

Unlike their competitors, the school did not have an active social media presence, which limited their ability to reach a wide audience. They sought to attract new students by using Facebook Ads as their main source of traffic.

Task

Client: modeling school
Goal: lead generation for a 3D modeling marathon
Traffic source: Facebook Ads
Duration: 1.5 months of preparation and 2 weeks of advertising

Work progress

Analysis of the project and target audience

Before we start, we analyze the client's resources: landing pages, social networks, reviews on third-party resources, etc. After that, we prepare recommendations that will help eliminate possible problems on the client's path. This includes working on feedback, updating information on the website and social media. We also conducted an interview with a client who described the target audience of the course.

Content marketing strategy

Before launching paid traffic to the marathon, it is necessary to build a content funnel. Its goal is to engage users from the outreach stage, which helps us increase conversion to registration and simplify the process of “product acceptance.” That is, users often have doubts and questions, which are necessarily accompanied by complex areas of learning. We have developed various thematic sections, such as “3D modeling tips”, “student success stories”, “behind the scenes”, “frequently asked questions”, and “technical innovations in 3D modeling”. In accordance with the headings, we developed a content plan with an emphasis on short videos: where we described the idea of the video and an example of the format. It was decided that the client would publish 2 posts and 4 short videos per week on each of the social networks: Instagram, Facebook, and LinkedIn. Additionally, we integrated YouTube for longer video tutorials. We also launched a blog on the school's website focused on SEO to increase organic traffic.

Checking the logic of the marathon

The logic of the marathon consisted of several steps: Registration of users through a chatbot on Telegram. Additional trigger - lead magnets: after registration, the bot automatically sent exclusive content - a short video tutorial on basic 3D modeling. The bot sent the user notifications about the marathon and transferred them to a closed channel where the marathon was taking place. At the same time, the person receives homework in the chatbot After the marathon, the channel is used to sell the course: marathon participants were offered exclusive discounts of up to 30% on the course. In the bot, a person automatically goes to the “warming up to the course” branch CRM system for lead management: we integrated a CRM system for collecting data on leads from the chatbot platform. Traffic and results analytics: we installed the Meta Pixel to track conversions, traffic, and other key indicators, which allowed us to understand user behavior on the website.

Warm-up funnel for the marathon

During lead generation for a marathon, it is important to inform and support the audience on social media. In this way, the brand is constantly “in sight” and continues to warm up the user's interest in the marathon through stories or posts. Also, thanks to short videos, we collect organic traffic. Stage 1 (2 weeks) - warm-up: we created and published video reels, namely informative content about 3D modeling for beginners. In this way, we gained an organic audience that was interested in this topic. Stage 2 (2 weeks) - invitations: we published specialized materials with a summary of the marathon and an invitation. This was implemented as: a pinned post about the marathon a pinned video about the results of the marathon (which every student will see) 5 videos describing the marathon and calling for participation in the marathon stories with a summary and a call to participate in the marathon

Paid traffic to launch a marathon

Stage 1 - Promotion of content to a wide audience At this stage, we promote reels to a cold audience. There will be those who will interact only with advertising posts, and there will be those who will go to the Instagram profile and interact with the rest of the content there. We will gather both of them into a separate audience for displaying ads in stage 2. In addition, at this stage, we collect subscribers, engagement on publications, and form the seeds of a loyal audience, which will synergistically improve the results in the second stage. Stage 2 - Direct offer At this stage, we run ads to the cold audience, the collected audience in the first stage, and the LAL audience (derived from the collected audience). Retargeting on Facebook and Instagram: we launch remarketing campaigns using dynamic ads to re-engage visitors who have already been interested in our offer.

3D Modeling School Promotion Results

Key results

$4 345

advertising campaign budget

403 333

coverage of the advertising campaign

888 836

impressions of the advertising campaign

3 917

number of leads from the site

$1,11

price per ice

9 646

clicks on the link

What results did we get from 10/01/2023 to 10/13/2023:

Number of leads from the site: 3,917
Reach: 403,333
Cost per lead: $1.11
Amount of spend: $4,345.46
Impressions: 888,836
CPM: $4.89
Clicks on the link: 9,646
CPC: $0.45
CTR: 1.09%

Conclusions

Our team worked hard on a marketing campaign for a 3D modeling school, spending $4,345.46. Thanks to our efforts and effective marketing strategies, we attracted 3,917 potential students.

A detailed analysis shows that the average cost of acquiring one lead was $1.11. At the same time, the best result of the advertising campaign allowed us to attract a client for a price of only $0.45 per click on the link. In total, 888,836 impressions and 9,646 clicks were received, with an average cost per click (CPC) of $0.45 and a cost per thousand impressions (CPM) of $4.89.

After the marathon, the school received applications worth $15,700, which shows a return on investment of 361%.

Based on the results obtained, we can confidently say that our approach to marketing promotion was justified and effective. Our client was satisfied with the quality of our work and the results obtained.

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