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Case study/ Frameo
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Case study
Frameo · Software for WiFi photo frames, worldwide

1,937,585 impressions from LinkedIn Ads in 12 months.

Frameo licenses the software and app behind WiFi photo frames that electronics brands sell under their own name. We ran its LinkedIn Ads to buyers and product managers in consumer electronics and retail, from awareness ads to campaigns aimed at named retail chains and retargeting.

  • 12 months
  • LinkedIn Ads
  • Worldwide, outside Asia
Services provided
  • LinkedIn Ads
  • Strategy and targeting
  • Ad copy and copy testing
  • Video ads
  • Retargeting and in-ad forms

Who we targeted

1Audience

  • Buyers and purchasing
  • Product managers
  • Business development and sales
  • Named retail chains
  • Ad engagers (retargeting)

From month 5 the main audience was rebuilt around the job titles that had clicked most.

2Industry

  • Consumer electronics
  • Retail chains with their own private labels

3Company size

  • Electronics brands already sold in shops and webshops

4Job titles

  • Buyer
  • Purchasing Manager
  • Product Manager
  • Business Development Manager
  • Sales Manager
  • Managing Director

5Countries

  • EUEurope
  • NANorth America
  • SASouth America
  • MEMiddle East and Africa
  • OCOceania

All ads in English. From month 10, separate campaigns for France, Germany, the US and the UK.

The numbers

Nearly two million impressions, and clicks from named retail chains.

Results from Frameo's LinkedIn Ads reports over 12 months.

1,937,585

Impressions

Times the ads were shown to buyers, product managers and retail staff.

1,781

Website visits

Clicks from the ads to Frameo's website, across all campaigns.

4,307

Full video views

Times a Frameo video ad was watched all the way to the end.

1,208

LinkedIn page visits

People who clicked from the ads through to Frameo's LinkedIn page.

Ads that named the retail chain
1.68%click-through rate when the ad spoke to one retail chain by name

Instead of one broad retail audience, we gave five retail chains their own campaign and put the chain's name in the ad. People at the chains clicked far more often than a general list of retailers did.

General list of retailers0.23%
Best campaign aimed at one named retail chain1.68%

Click-through rate is clicks divided by impressions, as reported by LinkedIn, over the full run of each campaign. 1.68% is the best of the five retail chain campaigns.

ChallengeA product many buyers thought belonged to the past

Frameo makes the software and app for WiFi photo frames, and electronics brands make and sell the frames under their own name. Frameo wanted more electronics brands and retail chains with private labels to start. But many buyers saw photo frames as a dead market, because the old frames were not smart and were hard to use. Some had sold frames before and stopped.

The goal: get buyers and product managers in consumer electronics and retail to know Frameo and ask to hear more.

SolutionBroad awareness first, then named retail chains and retargeting

We started with image and video ads to buyers, product managers, business development and sales staff in consumer electronics, worldwide outside Asia. In month 3 we tested nine ad texts of different lengths. From month 4, five retail chains each got their own campaign with their name in the ad, next to a general retail list.

Medium-length texts of 400 to 450 characters won. Openers about selling memories and a smart, easy product beat lines like "100+ brands can't be wrong". From month 6 we retargeted everyone who had engaged, with in-ad forms in carousel, image and video formats. In month 10 we moved to separate campaigns for France, Germany, the US and the UK.

ImpactNearly two million impressions and retail chains that clicked

Over 12 months the ads were shown 1,937,585 times. They sent 1,781 visits to Frameo's website and 1,208 to its LinkedIn page, and video ads were watched to the end 4,307 times. Ads aimed at a named retail chain reached up to 1.68% click-through rate, against 0.23% for a general retail list. In the retargeting ads, the carousel form worked best: 7.54% of people who opened it filled it in.

The best retail chain campaign reached a 1.68% click-through rate, nearly five times the 0.35% LinkedIn benchmark.

How we helped

What we did, and when

Awareness first, copy tests from month 3, retail chain campaigns from month 4, retargeting from month 6, then country campaigns.

  1. Month 1

    Strategy and targeting

    Strategy workshop, a worldwide audience of buyers, product managers and sales staff in consumer electronics, and image and video creative.

  2. Month 1

    Launch

    Image and video awareness ads went live. The first report showed a 0.58% click-through rate on image ads and 1,507 full video views.

  3. Months 3 to 10

    Testing and optimisation

    A nine-text copy test, retail chain campaigns from month 4, a job-title audience from month 5, retargeting from month 6 and country campaigns from month 10.

  4. Month 12

    Results

    1,937,585 impressions, 1,781 website visits, 1,208 LinkedIn page visits and 4,307 full video views.

Stage by stage

Named retail chain campaigns sent 620 website visits from a fraction of the reach.

Website visits from the ads, by campaign stage, from Frameo's final LinkedIn Ads report.

Website visits by campaign stage

All campaigns that sent people to Frameo's website, over the full run.

Website visits
  1. 1,083
    Awareness ads
  2. 620
    Retail chains
  3. 78
    Country campaigns

How we count. Months are counted from the start of the work, with the first campaigns live at the end of month 1. Totals come from Frameo's final LinkedIn Ads report, which covers every campaign from launch. Impressions, website visits, LinkedIn page visits and full video views are the sums of the figures reported for each campaign. The retargeting ads used in-ad forms instead of sending people to the website, so they add impressions and LinkedIn page visits but no website visits. Click-through rate is clicks divided by impressions as reported by LinkedIn. The 0.35% benchmark is the LinkedIn average quoted in the reports. The form rate is completed forms divided by forms opened, as stated in the campaign plan.

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