Paid Social Video Ads for Pour Moi

How video ads doubled Pour Moi’s revenue this summer

Last year (2023), people watched an average of 17 hours of online video content each week, so it’s no surprise social advertising platforms have encouraged our clients to create more. This is a journey our friends at Pour Moi have been at the forefront of, and they've seen incredibly strong performance this summer as a result.

What we did

Meta advertising

Video advertising

Prospecting

Advantage+

The results

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YoY increase in video plays from prospecting

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increase in CTR for Landing Page views

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YoY increase in revenue (excluding all retargeting and Advantage+ activity)

Our approach

In August 2023, 70% of the Meta advertising we managed for Pour Moi used dynamic, datafeed-powered ads. This has been a successful approach not just for Pour Moi but for all our eCommerce clients. However, what we discovered with Pour Moi is this approach is best tailored to warm audiences, such as those found from Retargeting or Advantage+ Shopping Campaigns.

As a result, this year Pour Moi increased the number of video assets being created. The extent of which led to video plays growing by almost 3,000% year over year when looking at August. For prospecting activity alone, this percentage increase is closer to 4,000%.

In previous years, an increased weighting towards video over static/carousel assets would reduce your click-through rate. As the user’s expectation for video content increases, (81% of consumers want more video), so do engagement and click-through rates. We’ve seen click through rate increase by over 50% this summer and we’re not cheating by using Link Clicks to measure that, this is for Landing Page Views!

The impact and our learnings

Whilst an increase in traffic is commendable, especially at this rate, let’s face it we care about revenue. And in particular our focus this year has been growing revenue from Prospecting activity. Excluding all retargeting and Advantage+ activity shows revenue increasing 180%, with conversion rate up by a quarter year-on-year.

The results really speak for themselves, and naturally our clients are very happy about this.

However, please be mindful that it’s not enough to just churn out more video content. What’s important is quality. Last year, when video assets were used much less, only 2.6% of video ads led to 100% completion. This year that has increased by over a third. Meanwhile, the cost of a ThruPlay (Meta’s preferred engagement metric) decreased so significantly it’s almost -100%.

To achieve this quality, Pour Moi created a wide variety of assets. This enabled us to test video content that featured a wide range of product categories, models, influencers and styles. This was a Paid Media Consultants dream, providing the rare problem of needing to prioritise amongst several high-quality assets.

So get creating! But focus on quality. Every ad platform will help you with best practice guidance and you can support this with a testing plan to see what works for you customers.

“Video has been critical to our revenue growth, driving results through web sales, partnered retailers & our physical stores. With Propellernet’s help, we’ve moved from relying on capturing demand to actively creating it; reshaping our strategy."

Alistair Woolham, Performance Marketing Manager at Pour Moi