Book of the Month

The Objective

Book of the Month is an online book subscription service that offers its members a selection of five new hardcover books every month. Nearing 100 years of picking bestsellers before they're popular, Book of the Month wanted people to know "books are cool and they have always been cool."

Going into the fourth quarter of 2021, scaling on TikTok was at the top of Book of the Month's list and to make that happen, they decided to run a Lead Generation campaign to build platform awareness and grow their customer lists. Book of the Month's primary goal for the campaign was to capture customer's initial interest and later retarget those interested with lower funnel objective campaigns.

The Solution

With the focus on “reading more” and gaining subscribers, Book of the Month tapped into the #booktok community and launched a Lead Generation campaign. Lead Generation is an ad objective that encourages prospects to fill out a form and provide their contact information, where basic information is pre-filled, to signal their interest in products or services.

Book of the Month's campaign encouraged viewers to read more, and to treat themselves to more books, especially the books that were available from their subscription that month. By targeting a broad interest-based audience, leveraging Spark Ads, and leaning into creative best practices, Book of the Month used this campaign to encourage and capture subscribers’ interests in a short form. As a reward to those who signed up, Book of the Month drove traffic to a campaign-specific landing page that offered a voucher to get the first book for only $5.

The Results

Book of the Month saw better cost per acquisition on the Lead Generation campaign than they were seeing on previous conversion campaigns optimizing for leads. In fact, the brand saw a 22.88% decrease in CPA relative to the average CPA on conversion campaigns. They were also able to collect these leads and retarget them on conversion campaigns optimizing for complete registrations, resulting in lower CPAs. Their team said, “Lead Generation campaigns are a good way to drive traffic down the funnel at a lower CPA than standard conversion campaigns optimized for leads.”