Case Study: Headway achieves a 15% reduction in cost per acquisition and 10% more trials with Instagram Reels ads

Headway - Customer Case Study

Headway is an education‑technology app that offers short, engaging personal‑growth content such as 15‑minute nonfiction book summaries, visual explainers, and daily insights. Facing the goal of increasing app trials, Headway needed a scalable creative approach to reach new audiences and drive conversions more efficiently.

They launched short vertical Instagram Reels ads—bold on‑screen text, simple motion, and friendly voiceover—promoting daily micro‑lessons, tested multiple creatives, and optimized toward top performers. The campaign reduced cost per acquisition by 15% and lifted video views and app trials by 10% each.

Headway

Vlad Strykun

Head Of Marketing