CinePunked Facebook ad campaign

The Process

The need

Ratings for CinePunked's podcast had been decreasing month on month. Their Facebook page has consistently good engagement, so the platform was clearly working for them, but they wanted to increase their reach.

Points to consider:

• CinePunked's tone-of-voice principles require a careful blend of irreverence with high-level knowledge to match audience expectations

The solution

A paid Facebook advertising campaign. To facilitate A/B testing and give the campaign its greatest chance of success, I delivered three versions: short (26 words), medium (165 words) and long (395 words).

 In keeping with CinePunked's TOV, I chose to open with a deliberately provocative statement and to emphasise their accessible, informal approach with a CTA titled JOIN THE CONVERSATION.

The result

All three ads performed well, but the long version was the most successful, and became the focus of the campaign following tests.

​Podcast listenership increased across all platforms - and Facebook likes and follows increased too while the ad was running.