“With Flashstock, we were able to reduce our cost per usable image by 32%. That’s a pretty substantial decrease when you’re creating hundreds of images a year.” - Dwight Houser, Marketing Director, FlipBelt
How FlipBelt Scales Content Creation for Facebook Using Flashstock
FlipBelt's snug and comfortable running belts are the best way to carry phones, keys, gels, cards and personal items when running, working out, or travel. Customers and fans call the original tubular belt a “modern fanny pack,” securing all of your essential items while you’re on-the-go.
Targeting women of all ages who run and are interested in health and fitness, it makes sense for FlipBelt to spend 80% of their marketing budgets on Facebook and Instagram advertising solutions. Using the recommended Facebook approach to advertising, FlipBelt uses a lot of images to generate reach and clicks through the funnel, leading to e-commerce conversions.
Dwight Houser, FlipBelt’s marketing director, manages customer acquisition and direct response marketing for the company in 14 countries, with products in over 3,500 retail locations.
Having a lean mentality, FlipBelt has 12 employees total, including warehouse and shipping. It’s really important for Dwight, marketing team of one, to work with the right strategic partners to scale marketing campaigns at FlipBelt.
How Do You Keep Facebook Content Fresh?
One of the biggest challenges that Dwight faced in marketing was keeping Facebook ad content fresh.
“Any time we need a content and creative refresh, it’s a huge ordeal. When we have a team that runs as lean as we do, the commitment isn’t just the money that we need for photographers, but the time spent in planning and execution. I’d have to take shortcuts on creative, or try to recycle the same images over and over and try to present them in a different way. There’s only so much of that you can do.” - Dwight Houser, Marketing Director, FlipBelt
When content gets stale, Facebook CPMs are affected. One of the best ways to keep CMPs low is to refresh your content. However, Dwight had a hard time getting enough quality content to run his campaigns.
For a while, there wasn’t enough creative refreshes happening. Dwight would have to find local photographers for shoots. Everyone on the team wanted to join and give creative input, which took too much time.
Then, Dwight turned to influencers to produce more content. Although he was getting more quantity, there was a lack of control over the creative direction and the quality was amateur at best. Sometimes, the cost per usable image was higher than full-production shoots, so this option wasn’t a good solution long-term for core brand content used in Facebook ads.
The other alternative was to photoshop a belt on a stock image. This usually required over 6 hours of Dwight’s time to make it look as real as possible. But, because the photos were widely available, customers would usually know quickly that it was fake.
Dwight needed a solution that would eliminate the majority of his time spent on the planning and execution of content creation, and would provide enough quality custom images for his Facebook ad campaigns.
Getting Enough of The Right Creative for Facebook Ad Campaigns
Dwight was invited by his Facebook Account Manager to the Facebook Direct Response Holiday Bootcamp, where Flashstock was presenting.
At Flashstock, we’re revolutionizing the global exchange of creativity for hundreds of fortune 500 brands. Powered by our technology, we connect brands with creatives to drive faster, more efficient content creation.
Flashstock is also an official partner of Facebook and Instagram, and is often included in workshops and programs to provide creative best practices to brand marketers.
After learning about the Flashstock solution, Dwight realized there was an easier way to create quality and quantity content for FlipBelt. FlashStock’s business model made sense for FlipBelt’s team, needing to produce results at a very high rate.
There were big upcoming product launches and and Dwight foresaw the need for more localized content, so Flashstock’s vast creative network was a good option for him and the executive team at FlipBelt.
Building A Repository of Product Images for FlipBelt
When the platform was first implemented, Flashstock went through a visual calibration with FlipBelt to better understand their brand guidelines - their look and feel. We wanted to make sure that every image they would receive from the platform would be of highest quality possible.
Then, Dwight worked with his dedicated CSM, Raheem, to submit their first creative brief to the platform. He asked himself “what don’t we have?” The first campaigns were generic so he could build a library of product images for FlipBelt.
Afterwards, the content briefs became more specific. After having done local photoshoots for their Reflective PT Belt with no success, Dwight used Flashstock to create nighttime content that resulted in high-quality photos of the product.
Dwight then experimented with different locations. Having access to over 200 markets around the world, he felt it was a good idea to shoot their Water Bottles at the beach or desert, something he didn’t have access to in the past with local freelancers.
Currently, photos are used almost 100% on social channels. Dwight uses some images for organic posting on Instagram, but uses most of the content for Facebook paid campaigns. After looking at the content performance and seeing a lift in ad metrics, he plans on using Flashstock photos to make website content more aspirational, use images in pamphlets for events, and even in backdrops for tradeshows.
A Better Content Creation Process That Drives Results
After running his first brief, Dwight ran an analysis on his old photoshoots to determine cost per usable images. He applied the same logic to images he created using the Flashstock platform. Not only was time spent on overall planning and execution of photoshoots virtually removed from his content creation process, but the quality of images was much greater than previous efforts with cost per usable images significantly reduced.
“With FlashStock, we were able to reduce our cost per usable image by 32%. That’s a pretty substantial decrease when you’re creating hundreds of images a year.” - Dwight Houser, Marketing Director, FlipBelt
Knowing that refreshing creative was one of his biggest challenges, Dwight ran a split test in Q4 2016 to determine the value of high-quality content created using Flashstock. Flashstock photos were used for 4 of the top 6 performing ads during that quarter, while only 1 of 6 of the bottom performing ads used a FlashStock image.
“The biggest benefits of using Flashstock was the time I gained back by not having to plan and execute shoots, and the overall cost savings on custom images. It was a huge help for my team.” - Dwight Houser, Marketing Director, FlipBelt
If you’d like to learn more about how Flashstock can make your content creation process more efficient, click here to request a demo.