SPA salon
A steady flow of customers messaging on Instagram Direct
- 1 500Direct messages
- $0.15average cost per message
- $0.10in the best campaign
- Industry
- SPA salon
- Ad goal
- A steady flow of customers messaging on Instagram Direct
- Ad budget
- $220
Before / After
| Metric | Before | After |
|---|---|---|
| Direct messages | 0 | 1 500 |
| Cost per message (average) | — | $0.15 |
| Best campaign | — | $0.10 |
| Total ad spend | — | $220 |
Challenge
The salon's Instagram page ran without ads, and new customers hardly ever messaged on Direct.
Strategy used
- Launched Messages campaigns aimed at starting conversations on Direct.
- Ran a separate campaign for each new creative and compared the results.
- Monitored results regularly and moved budget to the campaigns with the lowest cost per message.
Result
With a ~$220 budget, 1,500 people messaged the salon on Direct. A message cost $0.15 on average and just $0.10 in the best campaign.