All it took was one nightmare visit to a Russian visa office to provide the spark behind Viselio. The long and painful process needed to be changed – and fast. Viselio stepped in to offer an online visa application service to reduce processing times and increase application success rates.
Viselio wanted to increase engagement around their brand. At the same time, they were curious to see how effective video ads could be in boosting their brand awareness and building a custom audience.
In the past, Viselio had achieved good results by using DPAs on Facebook to retarget website visitors.
This time around, they decided to change things up a little. It would be a campaign of firsts.
For the first time ever, they decided to use Facebook video ads to really push their brand and grab the imagination of their buyer persona, while also drawing awareness about certain destinations (e.g. India, Russia, Vietnam, and China) and the taxing visa requirements involved.
It would also be the first time they would work with Foap to generate engaging video ads customized to their specific campaign brief.
The Foap creative team firstly called upon their global community of photographers to source authentic travel photos from India, Russia, Vietnam, and China. Foap then launched a video Mission, assembling a select group of videographers and motion designers to create fun and engaging animated video ads, drawing on the imagery already generated from the previous photo Mission.
The rest was as quick and easy as Viselio’s visa service. Viselio selected the winning video ads, uploaded them to Facebook and deployed the ads with custom target settings within the key territories of Germany, Switzerland, and Austria.
Opting for video over static image ads proved to be a big success. The video ads not only delivered Viselio the metrics required for their follow-up DPA campaign but gave them instant results. Over just a 7-day period, their initial campaign recorded:
increase in Ad Recall Lift
“Our whole goal is to open up new and exotic locations for travelers and then ultimately help them to get there. In that spirit, we thought we would also enter new territory. We tested out video ads on Facebook mainly to gather data for our next DPAs. But we didn’t expect to see a 272% increase in Ad Recall Lift over just a week. I mean, it was supposed to be a test run. A very pleasant surprise, to say the least.”
Niklas Zeller, CEO & Co-Founder of Viselio