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

Crown Resorts Powers Relevance-Driven Facebook Ads with Dynamic UGC

Crown Resorts, one of Australia’s largest entertainment groups serving 29 million visitors a year and contributing $4 billion to the economy, had abundant high-quality Instagram user-generated content (UGC) from guests but was not leveraging it for paid social. The challenge was to tap those authentic visuals to better engage loyal patrons and prospective travelers researching Crown’s resorts and amenities.

Stackla and Brand Networks automated the discovery, rights management and publication of top UGC into Facebook Photo Ads using Brand Networks’ Open Signals, turning earned media into timely, relevant paid creative. The UGC-driven campaigns delivered stronger engagement and efficiency: 40% more impressions, a 21% lower CPM, 25% more post likes (at a 61% lower cost per post like), and increased Instagram follower growth.

Crown Resorts

Christopher Coyne

Chief Marketing Officer