BigCommerce is the world’s leading SaaS eCommerce platform for fast-growing and established brands. Combining enterprise functionality, an open architecture, an app ecosystem, and market-leading performance, BigCommerce enables businesses to grow online sales with less cost, time, and complexity than on-premise software.
BigCommerce wanted to harness the value of a successful customer case study video to create a fresh demand generation campaign. The goal was to acquire new users of the company’s free trial service and encourage them to become paid customers.
BigCommerce chose to work with mobile creative specialists, Shuttlerock, to transform existing assets into stunning mobile ads that would drive new trial sign-ups.
In just under three weeks, Shuttlerock delivered a diverse mix of formats, including vertical video and Instagram Stories, neither of which BigCommerce had used before. All of the creative treatments were from one previously used testimonial video. Each treatment drove customers from ad to landing page to the sign-up process.
With a conversion goal in mind, Shuttlerock introduced mobile-optimization techniques such as using brand mention at the beginning of the videos and delivering the campaign’s primary message within the first three seconds. In addition, by listing platform benefits in onscreen text and ending with a strong call-to-action, Shuttlerock optimized the video for sound-off views.
BigCommerce had an improved click-to-lead conversion rate by 3x in this campaign.
The new campaign assets created by Shuttlerock outperformed BigCommerce’s original customer case study video – a campaign the company considered to be a success – with the following results:
Increase in free trial conversions
Decrease in cost per lead
Increase in quality of leads
Partnering with Shuttlerock as a part of Facebook's MobileWorks program enabled us to enhance our creative strategy and produce truly exceptional, high performing ads and ultimately exceed our campaign goals. The process was incredible – from the first introduction to the final deliverables.
Paid Social Marketing Manager, BigCommerce
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Shuttlerock helped ecommerce platform, BigCommerce, boost free trial sign-ups by creating a range of new assets from an existing video, outperforming the original campaign.