Rinse

Rinse wanted to expand its customer base in the Los Angeles and San Francisco areas, particularly among younger users who are more mobile-focused. Its campaign goal was to encourage new account sign ups at a cost per action lower than the target cost per action.

To get the strongest results from its week-long campaign, we focused on finding the best performing creative to deliver to the most appropriate audience. Using A/B testing, we determined a mix of lifestyle photos and screenshots of Rinse’s app would be most effective. This strategy worked for Rinse in the past, and the company continues to test both its photo and its video ads.

To reach the right people with Rinse’s ads, we segmented its audience to target people aged 20-55 with a zip code in Los Angeles with ads different from those shown to people aged 20-55 with a zip code in San Francisco. Because the ads have a text component, we decided to target only English-speaking individuals to ensure the maximum effectiveness of the ads. We also excluded people who had visited the Rinse website in the past, since this campaign was strictly for prospecting purposes.

We set a manual bid, based on the statistical data Rinse collected from earlier automatic bidding campaigns, and tracked the campaign using Facebook’s conversion tracking tools.