Case Study

Frames – Photography

Launching a photography newsletter and printed book

$1.23

CPL

7,765

Leads

The Problem:

Frames is a quarterly, printed photography platform featuring the work of both established and emerging photographers of different genres and mediums. The company offers a free weekly photography newsletter and a paid subscription to their platform; which includes different benefits such as a quarterly magazine, masterclasses, forums, etc.

Frames came to Voy Media to primarily launch the newsletter ads and reach their monthly sign-ups goals and secondarily sell the platform access plan. They wanted to grow their business and generate consistent newsletters leads and subscriptions sales. Here at Voy Media, we created a thorough paid media strategy to reach Frames’s business goals.

Voy Media Strategy:

For our partnership with Frames, we established two very different strategies: one lead generation strategy and one sales strategy. 

  • First, before we sent any paid traffic to their landing pages, we focused on Conversion Rate Optimization. We carefully reviewed and analyzed the landing pages and suggested to the client multiple changes he could implement to increase conversion.

As branding was an important aspect for this client, we had to find the right balance and create a landing page that could convert without it being too salesy or pushy. 

  • Next, it was time for the fun stuff, sending traffic to their landing pages through high-converting Facebook Ads. As we were working simultaneously on two different goals (generating leads and selling subscriptions), we outlined our quarter strategy plan and broke it down into two creative strategies and two media buying strategies. 
  • Our amazing creative team created great content for the brand, our best style of content was videos with still images for the paid subscription and black and white single images for the free newsletter. Our creatives were created in a manner that would both respect the branding guidelines and entice the right audience to want to know more, subscribe, and buy. 
  • As we were moving forward, we would regularly and carefully analyze the campaign’s results, evaluate and reassess. We would test different offers as well as different wording used to describe the products. This led us to eventually find the best offering and generate an impressive growth of leads and sales. 

The Results:

Since starting out with Frames, we managed to generate in a couple of months through Facebook Ads 7,765 newsletter leads with CPL sometimes as low as $1.23, and 145 subscription sales. In the first 3 weeks, we had already reached more than double the lead objectives!

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