Tulip Cremation
Funeral Home
Facebook Ads
Meta Ads
United States
2022
Discover how Tulip improved their Facebook Ads campaigns & increased YoY quotes by almost 170%.
Summary
Tulip Cremation offers a Pre-Need program, a cremation service you can pay in advance.
They are rapidly expanding to new markets along the US and with this comes the need to get in front of people and position Tulip as the best direct cremation provider in these new locations.
The brand was looking to achieve new potential clients in these new markets by scaling their Facebook marketing program with a new strategy and campaigns on that platform.
Challenge
MC and Tulip understood that death could be a complicated topic for most of the people and they don’t ever think to start to plan about their own death. We thought that the pre-need program was a great entry point to communicate in a positive way the benefits of planning in advance, using the correct message to specific targets. We knew that the message, creatives and audiences were the key for the success of this project.
Solutions
Create a new approach for Facebook Campaigns
MC understood that it was necessary to develop a new approach for Tulip’s Facebook campaigns so we started to define some key points:
- Message: what was the best way to own the end-of-life planning conversation? How could we approach the death topic in a positive way?
- Audiences: we wanted to create audiences based on specific moments of life like having children, buying life insurance, etc so the message would be more relevant.
- New campaigns structures: it was important to create a new campaign structure and ad sets to visualize results and identify different scenarios to optimize and scale campaigns.
Creativity drives more traffic
Creating traffic and demand by implementing a mix of ad formats such as single images, videos and carousels to bring people into the Tulip’s website and drive leads.
Automation
Thanks to Brandon's continual optimizations we were able to hit and exceed Tulip's lead goal within the first 30 days we ran the campaigns. That translated into lower costs per lead and increased total volume of people interested in cremation services.
Test, Iterate, Repeat
We tested ad creatives, audiences, bid strategies, model attributions, copies and ad formats in order to get most out of the Facebook ecosystem.
