Break through a crowded social space to drive Truvia trial with a health-minded consumer during a key brand moment: resolution season.
Looking to push the functionality of the Facebook Canvas ad, we designed clever hacks to achieve our objectives in a new and interesting way. We shortened and stacked two gallery components to create an interactive recipe-pairing tool, driving creative engagement within the ad. Each recipe was clickable to the mobile-optimized recipe section of truvia.com. We also asked consumers to screenshot a high-performing piece of our content, the Truvia conversion chart, to keep Truvia in their phone's photo gallery for reference beyond the ad experience. A product giveaway further motivated click-throughs.
The Canvas ad drove twice the anticipated click-throughs, based on the performance of a previous campaign for Truvia with a similar spend. The cost per click dropped more than 50 percent and performed at an average of $0.24 less than other link-optimized ads in the same timeframe.
