Paid ads campaigns for survey-and-reward brand Maximiles
How we used creative direction and meticulously-refined targeting to drive sign-ups from Maximiles’ most challenging audience demographic
Maximiles, a market research company who curate data through surveys which gift those who complete them a wide range of products, approached Trapeze Media in 2020 with three main goals:
Generate double opt-in sign-ups on the Maximiles UK website
Increase popularity among audiences aged 18–25
Measure successes as a ‘cost per registration’ KPI
First 12 months of successes
66% increase in DOI (double opt-in) leads in 12 months
Optimised CPR (cost per result) down by 46% in 12 months
Optimised CPL (cost per lead) and CPR (cost per registration) for challenging target demographics
Boosted DOI (double opt-in) sign-ups across all target audiences
Built loyalty in a space that’s often perceived as untrustworthy
Leveraged TrustPilot reviews to further emphasise Maximiles’ legitimacy
Created ‘interactive’ videos for Stories, TikToks, etc. to boost engagement, regularly adjusted based on ad performance
Increased mobile app downloads as an added bonus
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Creative ad campaigns
Gamified Videos
To make our ads more memorable, we designed several ‘interactive’ Stories and TikToks which gamified ‘tapping to stop’ or ‘holding to pause’. These prompted viewers to halt the video and nurtured conversations in comment sections, further legitimising the ads for cold audiences and sparking a snowball effect for engagement.
Focus on: prizes
We put the spotlight on the gifts Maximiles members can exchange their points for, continuously tweaking placements in Stories, TikToks, feed images, and carousels based on which items drove most clicks from each audience.
Focus on: legitimacy
Maximiles has a long history and hundreds of good reviews. We brought both to the forefront, building trust and highlighting how existing members have enjoyed the site — one of many ways we drove more sign-ups.
Focus on: ease of use
By noting how frictionlessly Maximiles can fit into all the little pockets of time throughout a member’s day, we boosted double opt-in sign-ups from a younger demographic who we found engage more with simpler customer acquisition journeys.
“We’ve used Trapeze as our paid social agency for around two years now. They've been great to work with. Super responsive, knowledgable, and creative. They are really engaged with our business and definitely part of our team. Most of all, they are a a lovely bunch to work with.”
— Enzo Rodia, Head of Marketing & Media Sales, Maximiles UK/Bilendi
