Case Study: Natural Cycles achieves 20% incremental reach and a 23-point lift in ad recall with Facebook video ads

Building awareness for a new app with Facebook video ads

Natural Cycles, the first app certified for contraceptive use in Europe, set out to raise awareness among Swedish women aged 25–49 and position its algorithm-based app as a natural, effective alternative to traditional contraception. The company found TV ineffective at efficiently reaching its core audience and needed a more targeted, mobile-first approach.

Natural Cycles worked with Facebook Creative Shop to adapt a TV spot into mobile-optimized video ads (vertical format, captions, early branding and a new tagline), then ran a 3-week reach-and-frequency campaign across Facebook, Instagram and Audience Network that reached 1 million women. The campaign delivered 20% incremental reach over TV, a 23‑point lift in ad recall, 47% more efficient reach per target rating point and 3.6× lower cost per target rating point.

Natural Cycles

Stephanie Underwood

Marketing Strategy Manager