How We Started

The idea behind our campaign for Enchanting Engagements, a premier proposal planning company in New York City, was to create a highly targeted and visually appealing Instagram campaign. The goal was to generate sustainable lead growth for their unique niche service while enhancing engagement on their social media platform.

Project Process

Research & Planning

We began by analyzing the client’s previous campaign performance and social media activity. It became clear that focusing exclusively on Instagram would maximize engagement and lead generation, given the platform's visual appeal and alignment with the client’s audience.

To overcome the challenges of operating in a competitive, densely populated area like New York City, we identified key audience segments based on engagement, wedding, and proposal-related interests. This strategic targeting allowed us to refine the campaign for optimal results.

Creative + Copy Development

To stand out on a visually driven platform like Instagram, we created custom graphics and ad copy tailored to Enchanting Engagements’ branding and goals. Using A/B testing, we evaluated multiple versions of creative assets to identify those with the highest performance.

We emphasized visually striking designs and compelling call-to-action messages to capture attention and drive leads efficiently. By continuously refreshing underperforming ads with new creative content, we maintained campaign momentum and engagement.

Campaign Execution & Testing

Leveraging Instagram’s lead generation forms, we streamlined the process for prospective clients to express interest in proposal planning services directly within the platform. Throughout the campaign, we closely monitored performance metrics, turning off low-performing ads and iterating based on real-time results.

Key Features

• Instagram-Only Campaign

• Focusing solely on Instagram allowed us to maximize engagement and generate leads directly from the platform.

• Strategic Targeting

• By concentrating on broad interests like engagement, weddings, and proposals, we effectively leveraged Instagram’s algorithm to reach ideal prospects.

• Custom Graphics & A/B Testing

• Tailored visuals and A/B-tested creative assets ensured ads resonated with the audience while maintaining the client’s brand identity.

• Optimized Lead Generation

• Instagram lead forms made it easy for users to connect with the client, boosting overall conversion rates.

• Sustained Performance

• Continuous ad refreshes and optimizations ensured the campaign delivered consistent results.

The Results

Over the campaign duration (November 3, 2023 – June 1, 2024), our efforts led to measurable success:

• Leads Generated: 1,100

• Cost Per Lead: $6.30

• Click-Through Rate (CTR): 1.82%

• Cost Per Click (CPC): $0.68

• Total Clicks: 10,800

Additionally, the client saw a 14% increase in leads in the second three months of the campaign compared to the first three months. Many potential clients also reached out via direct Instagram messages, further validating the success of our approach.

Conclusion

This Instagram-focused campaign for Enchanting Engagements demonstrates how a tailored approach, strategic targeting, and visually compelling creative can drive substantial results. By understanding the client’s niche and leveraging platform-specific tools, we delivered sustainable lead generation and enhanced engagement, empowering the client to grow their brand effectively in a competitive market.