Case Study: University Musical Society achieves 20% CPA improvement with Capacity Interactive

University Musical Society improves CPA by 20% with Capacity Interactive

The University Musical Society (UMS) partnered with digital advertising vendor Capacity Interactive to improve its campaign performance on Meta. The challenge was to better reach its diverse target audiences and drive ticket sales more effectively by aligning with Meta's evolving advertising auction, where creative content is a primary performance driver.

Capacity Interactive's solution was to implement a robust creative diversification strategy for UMS, which involved running multiple ad formats and varying both the visual creative and the ad copy to resonate with different audience segments. This approach allowed Meta's AI to optimize performance at scale. The results were significant, including a 20% improvement in cost-per-purchase, an 18% increase in purchase conversion rate, and a 28% increase in clickthrough rate, far surpassing Meta's average benchmark.

University Musical Society