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HopLop was missing Meta-optimised creative materials and formats. Instead, they had only a single image format and no videos or gifs, which led to high creative fatigue and limited HopLop’s campaigns. Furthermore, there was no systematic testing of creatives in place to optimise campaign engagement and performance in Meta.
s360 worked with HopLop to improve their creative variety with new, Meta-optimised videos, gifs, carousels, and photos. As a result, HopLop strengthened its creative setup by having multiple creative formats for each campaign instead of only two static images. In addition, s360 activated Meta’s Advantage+ campaign type to maximise the performance of campaigns with AI.
s360 also began continuous monthly testing alongside tests for every new campaign. Based on continuous testing, s360 was able to collect insights about HopLop’s creative setup and use the learnings in future campaigns.
Based on the learnings gathered during new continuous tests, the performance of HopLop’s meta campaigns grew significantly year-over-year. Compared to 2022, the CPA of HopLop’s Meta campaigns in Q4 2023 dropped to half, while ROAS doubled for the three largest campaigns.
Regardless of these improvements, the budget, reach, and number of campaigns were similar to the year before—instead of spending more on campaigns, s360 improved results by optimising HopLop’s Creatives and Campaign setup in Paid Social. Creative testing was carried out for the entire year, which resulted in better performance not just for Q4 but 2023 as a whole.
The HopLop Group was founded in 2005 and is today Finland's largest chain of indoor children's sports and adventure parks and a private children's sports operator. HopLop’s social mission is to bring joy and happiness to the everyday lives of families with children and to make it easier without compromising safety.
Contact
Segi Julle, Senior Specialist, Creative Performance
Liisa Neiland, Specialist, Paid Social
