Case Study: Crown Resorts achieves 21% lower CPM and 40% more impressions with Brand Networks

Crown Resorts Delivers Earned Media Gems in Social Ad Campaign

Crown Resorts, one of Australia’s largest entertainment groups serving 29 million visitors annually and contributing about $4 billion to the national economy, had a steady stream of high-quality user-generated Instagram content that went largely unused. The company’s goal was to convert that earned media into paid social ads to better reach loyal patrons and travelers researching its Melbourne and Perth destinations.

Brand Networks partnered with UGC aggregator Stackla to surface, secure permissions for, and automatically promote top Instagram photos into Facebook Photo Ads using Brand Networks’ Open Signals technology. The UGC-driven campaign outperformed similar efforts, delivering 21% lower CPM, 40% more impressions, 25% more post likes and a 61% lower cost-per post like, while also boosting Crown’s Instagram follower growth.

Crown Resorts

Christopher Coyne

Chief Marketing Officer