In the ever-evolving social landscape, Bamboo was often challenged to find new ways to showcase the value of the Providers App through attention-grabbing creative, and authentic messaging. The Bamboo team hypothesized that diversifying the creative output with user-generated content (UGC) would result in greater trust from potential users. The goal was to use video testimonials to increase app interest and lower user acquisition costs.

With the UGC launch on Meta, Bamboo aimed to capture the attention of more qualified users within our existing top-performing Android campaigns. This initiative was supported by the following elements: 

• 2-week A/B test through Meta’s experiments function 
• Evergreen Android campaign that was our top-performant at the time
• Demographic audience targeting that attempted to reach our core persona

The campaign optimized towards an event that preceded the main KPI to ensure we would gain enough volume for the algorithm to learn quickly. We monitored both events throughout the test so we could be confident in the results. 

*Due to the limited iOS targeting options and the skew of Android users on the app, we chose to not replicate this test for iOS initially.

Bamboo immediately saw positive impacts during the initial two-week test. These results would end up being a catalyst for expansion of the UGC offering and the Providers’ paid social program. In the first 2 weeks of the A/B test, the UGC creatives made by Bamboo Creative Studio (BCS) quickly became more efficient than historic top-performing ads. The UGC launch led to the following results for Providers:

• Decrease in cost per registration by 68%
• Increase in ad engagement click-through rate by 15%
• Increase in paid social ad spend by 20%