Playbook replay
Post-campaign wrap and learnings
A post-mortem that says the goal was missed, costs the miss, and turns it into three specific changes.
Run for Lumira, a demo brand we invented for this page. No customer data. Nothing here runs against a live account.
Every session here was run once and saved, against a demo brand or public data. On your own account Naise works from your brand voice, your campaigns and your connected channels, so it reasons about your data instead of a stand-in.
410 against 500 is 82%. There is a strong pull to call that a success. It is a miss, and the useful version of this document treats it as one.
Starting with whether the goal was met, because a report that buries that in paragraph four is a report someone will not trust the rest of.
Executive summary
Refill Season delivered 410 first-time refill subscriptions against a target of 500, at a cost of $63 per subscription. The target was missed by 18%. Reach and engagement were both strong, and the shortfall happened between the click and the checkout rather than anywhere in the creator work.
That is the sentence that matters: 9,200 people clicked and 410 subscribed. A 4.5% landing conversion rate is where this campaign was lost, and no amount of extra creator budget would have fixed it.
The numbers
| Metric | Result |
|---|---|
| Views | 1.4M |
| Engagements | 68,000 (4.9% of views) |
| Link clicks | 9,200 (0.66% of views) |
| Conversions | 410 (4.5% of clicks) |
| Spend | $26,000 |
| Cost per subscription | $63.41 |
| Cost per 1k views | $18.57 |
The top three, and why
- Creator 4 delivered 21% of conversions from 9% of views. They said the refill price out loud in the first 10 seconds. Nobody else did.
- Creator 9 had the lowest views of the twelve and the second-highest conversion rate. Small, specific audience, and their comments were people asking where to buy rather than complimenting the video.
- Creator 2 drove the most clicks but converted at half the campaign average. High reach, weak intent. Worth rebooking for awareness, not for this goal.
The biggest miss, and what it cost
The landing page asked for an account before it showed the price. 9,200 people clicked; 4.5% subscribed. Getting to the campaign average of an equivalent product page, roughly 7%, would have delivered 644 subscriptions and beaten the target with the same spend.
Cost of that one decision: about 234 subscriptions, or $14,800 of the budget's effect. More than the top three creators contributed combined.
Three changes for next time
- Price above the fold, before the signup. This is the whole miss. Nothing else on this list is worth doing first.
- Brief the price mention into the first 10 seconds. Creator 4's advantage was an accident. Make it a mandatory and it stops being one.
- Rebook on conversion rate, not reach. Creator 9 was the cheapest of the twelve and the second most efficient. Creator 2 was the most expensive and converted at half the average. The reach-led shortlist chose the wrong one twice.
What this report cannot tell you
Whether the 410 stay. Cost per subscription is only meaningful against retention, and at four weeks post-campaign there is not enough data to say. Revisit this at month three before deciding whether $63 was expensive.
Naise created an artifact
Target missed by 18%, the miss traced to the landing page rather than the creators, and three ranked changes.
Against the goal
410 subscriptions against a target of 500. Missed by 18%.
The shortfall was between the click and the checkout, not in the creator work.
| Stage | Result |
|---|---|
| Views | 1.4M |
| Clicks | 9,200 (0.66%) |
| Conversions | 410 (4.5% of clicks) |
The miss
The landing page asked for an account before showing the price. At a normal 7% it would have delivered 644. Cost: ~234 subscriptions.
Changes
- Price above the fold, before signup
- Price mention mandatory in first 10 seconds
- Rebook on conversion rate, not reach
Unknown: whether the 410 stay. Revisit at month three.
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Naise reads your brand, your channels, and your market, then does this against your real data.
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