Marco Bernard is a successful entrepreneur who has made his success by developing a niche market – the world of Francophone podcasts. Indeed, through his company, l’Académie du Podcast, he’s helped many entrepreneurs embark on their own auditory journeys!
At the time, we were already in charge of acquisition and retargeting on Facebook for another one of his companies. To increase his sales, we thought of a brand new approach that responded perfectly to his “infopreneurial” ventures.
Our goal was to shorten this education phase. To achieve this, we needed to create an event compelling enough for prospects to see results quickly, making them more likely to invest in a high-ticket training program.
L’Académie du Podcast faced a major challenge: selling high-ticket training programs directly through Facebook Ads a channel rarely suited for immediate high-value transactions. The purchasing journey was too long, often requiring several weeks or even months before a prospect who had consumed free content decided to buy. This extended acquisition cycle led to wasted time and budget, limiting campaign profitability and slowing the company’s growth.
Like many other infopreneurs, Marco Bernard had difficulty selling high-priced training courses directly through Facebook. It would take several weeks, sometimes months, before a lead could consume all of the free content he has available on his website and decide to take action. It was a waste of time and money for l’Académie du Podcast.
Our objective was to shorten this educational period. To do this, we had to create an event that was stimulating and challenging enough to interest prospects, but also one in which they would see tangible results rather quickly in order to persuade them to purchase a more expensive training course.
We created a Challenge campaign with a maximum capacity of 100 spots and a registration fee of $77. The challenge was simple: launch your own podcast by the end of the week. To do so, participants had to attend 7 days of courses, daily meetings, and were assigned homework.
To make sure we were only attracting qualified prospects, we launched an acquisition campaign that had a conversion objective for the course/offer that Marco Bernard would be selling by the end of the Challenge.
We produced a multitude of creatives for both warm and cold audiences in order to create a sort of visual consistency for all of our ads.
Here is the landing page, which explained Marco Bernard’s innovative concept, and the value they would get out of the Challenge (and its very attractive promise!).
With $9,000 invested in Facebook advertising, L’Académie du Podcast generated $65,000 in training sales, achieving an exceptional ROAS of 7. A clear demonstration of the Challenge’s effectiveness as a powerful acquisition and conversion lever.
We follow a clear 5-step process to start an effective and aligned collaboration:
