How Popnok Films Reached ₹3.9 Million in Revenue Through Facebook Ads

Challenges

1. High Competition: Numerous wedding photographers and videographers in the market.

2. Audience Selection: Identifying and targeting clients willing to invest in luxurious, high-end wedding photography packages.

3. Ad Fatigue: Avoiding ad fatigue by consistently refreshing ad creatives and copy to keep engagement high.

4. Geographic Targeting: Localizing ads to Gujarat’s affluent areas, where high-ticket clients reside.

Strategy

1. Audience Targeting

   • Location: Focused on affluent regions in Gujarat, targeting high-net-worth clients in cities like Ahmedabad and other posh areas.

   • Demographics: Targeted individuals aged 25-45, primarily engaged or recently married, with higher disposable incomes.

   • Interests: Narrowed down to interests related to weddings, luxury brands, and high-end lifestyle preferences.

2. Creative Approach

   • Hero Images and Video Ads: Showcased Popnok Films’ premium wedding photography services with eye-catching visuals of past wedding shoots, using hero images and high-quality video reels.

   • Storytelling: Used ad copy that evoked emotions and the sentimental value of capturing timeless wedding memories.

   • Client Testimonials: Incorporated video testimonials and customer reviews to build trust and social proof among potential clients.

   • Engagement Hook: Added a call-to-action inviting users to “Book Your Dream Wedding Shoot” or “Get a Free Consultation,” driving immediate inquiries.

3. Ad Placement

   • Facebook and Instagram: Distributed ads across both platforms for maximum reach, given the popularity of visual platforms for wedding content.

   • Retargeting: Re-engaged website visitors and previous ad engagers with retargeting ads, reminding them to complete their booking journey.

4. Budget Allocation

   • Initial Phase: Started with smaller budgets, testing ad creatives, and identifying the most effective messaging.

   • Scaling: Gradually increased the budget for the best-performing ads and refined audience targeting to ensure high-quality leads.

Execution

1. Ad Types: Utilized a combination of Carousel, Video, and Single Image ads to provide variety.

2. Frequency: Monitored frequency to avoid overexposure and ensure ads stayed fresh.

3. Conversion Tracking: Set up tracking for lead submissions and direct messages on Facebook, allowing Popnok Films to analyze the quality and conversion rate of each lead.

4. A/B Testing: Conducted ongoing A/B tests on:

   • Different image styles (candid vs. traditional)

   • Video length (short snippets vs. 1-minute highlight reels)

   • Ad copy tone (emotional storytelling vs. direct call-to-action)

Results

1. Revenue Generated: ₹3.9 million in bookings over 3 months.

2. Lead Generation: Generated over 200 quality leads, with a high conversion rate on booked clients.

3. Return on Ad Spend (ROAS): Achieved an impressive 5x ROAS, proving the cost-efficiency of the campaign.

4. Brand Reach: Increased brand visibility, with an additional 20% growth in followers and engagement on Popnok Films’ social media platforms.

Key Learnings

1. Localized Targeting: Focusing on affluent local areas helped reach clients genuinely interested in premium services.

2. Emotional Appeal: Ads that connected emotionally with the audience through storytelling saw the highest engagement.

3. Consistent Refreshing: Regularly updating ad creatives kept engagement high and prevented ad fatigue.

4. Quality Over Quantity: Targeting high-paying clients yielded a better return than casting a wide net.