Analytics

In this hyper-digital world of augmented and artificial reality, many of us look to create memories we can hold onto. We’re physical beings, and touch creates a vivid sense of recall. Fujifilm is looking to fulfill this basic human need with Instax, a line of instant analog cameras. Here’s how it works: aim the camera, snap a pic, and wait for the printout. The photo develops as, in the words of Outkast, you “shake it like a Polaroid picture.” For those of us that grew up in the 80’s, the experience of holding a photograph is pure nostalgic gold.

To get more Instax cameras into their customer’s hands, Fujifilm is looking to increase brand awareness through paid ads on their social media channels — a smart, if not ironic, approach. Because TikTok helps connect our physical and digital worlds, it’s the perfect app for Fujifilm to reach a young and engaged audience. Their paid media approach appears to be working, but by monitoring and measuring the metrics of a specific ad, we’ll be able to analyze the campaign’s effectiveness and identify ways to optimize their Return on Investment. (Blanchard, 2011, pg. 197)

Campaign Objectives

Through a series of short 6-second videos on TikTok, Fujifilm is attempting to generate awareness of their latest camera, the Instax Mini 12. In the TikTOk Creative Center, we can gain additional insights about their campaign objectives. For example, the U.S. ad is set to prioritize “Reach”, and they have a “High” budget — representing ad spend over $50 per day — reinforcing the notion that they are looking to reach a wide audience. They’ve also published the same creative ad with the objective set to “Traffic,” which indicates they're running an A/B test. This will allow Fujifilm to observe which ad has higher engagement through likes, comments, and Click Through Rate (CTR), perhaps against a lookalike audience in a different geographical location.

Creative & Targeting

The ad we’re analyzing features a group of young friends posing on a purple couch for a group selfie. As the picture prints out, the couch starts to grow and move beneath them, paying off the large headline, “fill your world with joy.” The music is upbeat and the visual is unexpected in a quirky way, creating an emotional connection that works with the intended audience of Zoomers and Millennials. I love the fact that the background is 80’s-style wood paneling. It’s a nice retro touch that helps create a nostalgic vibe, potentially expanding the ad's appeal to an older audience.

Results

Fujifilm’s Instax Mini 12 ad is engaging TikTok followers. Though we have no way to tell how long the ad has been running, it has received 9K likes, 37 comments, and 62 shares at the time of review. The Click Through Rate (CTR) is in the top 26% of the industry average. Unfortunately, we can’t see the actual Click Through Rate, but the available metrics indicate that the campaign is succeeding when compared to ads within the same industry on TikTok.

Even better, both the total number of clicks and retention rate (which TikTok lists as “remain”) is within the top 1% of the industry average. If this was a Facebook ad, we'd be able to track the "hook rate," or the percentage of people that watch the first :03 seconds of the ad. (Denney, 2025) The TikTok equivalent, "remain", shows that 8% of the audience viewed the ad through the first second, and only 4% stuck around for 2 seconds.

This metric makes me wonder if the top 1% ranking for "remain" is accurate, or if this metric is extremely low on TikTok. Either way, there's an opportunity to increase the length of time that the audience views the ad.

Ways to Optimize

The Instax Mini 12 ad accomplishes quite a bit in :06 seconds, but there's easily room for improvement. I would be curious to see if a :15 second spot would be more successful. This would enable Fujifilm to communicate more features, and tell a better brand story. I would suggest performing an A/B test with both video lengths. By tracking the results, the Fujifilm marketing team can allocate a larger budget to the more successful ad, and pause the less engaging ad. This will help reduce the Cost Per Click (CPC) and Cost Per Acquisition (CPA), and enhance the Return on Investment (ROI).

Another improvement might be to incorporate a short voiceover of the body copy, “Say cheese! The Instax Mini 12 is here to fill your world with joy!” The voiceover, along with a caption, could help increase the rate of retention, and would establish a brand tone of voice for those that have sound turned off.

Last, while the ad’s content is fun and engaging, it would benefit from a clear Call to Action (CTA). Right now, it simply ends with an animated visual of multiple Intax Mini 12 cameras floating above the Instax logo. A simple CTA such as “Learn More” would help direct users to Fujifilm's landing page, supporting the campaign's objective to bolster brand awareness.

References

Blanchard, O. (2011). Social Media ROI. Pearson Education Inc.

Denney, D. (2025, January 16). How to Analyze Facebook Ads Data the Right Way (The 2025 Guide). YouTube. https://www.youtube.com/watch?v=CCsty8R0UaA

Polischuk, S. (2025, January 10). How To Analyze Facebook Ads Performance Like A Pro. YouTube. https://www.youtube.com/watch?v=LqYslgQdhV0

Thony, S. L. (2024). The Marketing Campaign Playbook. STK MKT Entertainment.

Yakob, F. (2022). Paid attention: Innovative Advertising for a Digital World. Kogan Page Inc.

Edmond Town Hall is a 1930's Georgian-style historic building in the heart of Newtown, Connecticut. As the name suggests, it once served as the town hall. Today, it's a community gathering place that shows movies and live performances in a 500-seat theatre. However, very few local residents realize that Edmond Town Hall also has rental space. Guests are welcome to rent the theatre for private screenings, a full gymnasium for sporting events, or one of several historic rooms for galas and weddings. Edmond Town Hall wants to generate awareness of their available space and, more importantly, get people to rent them for their next event.

Facebook is a great paid media platform to help Edmond Town Hall target their ideal audience segment and help create conversions. First, Newtown has an aging population, and Facebook tends to skew towards an older audience. Next, Facebook allows businesses to geo-target their audience and deliver ads to a specific region, which is preferred for a local establishment. Edmond Town Hall already has an advertising budget based on their 2025 goals for the available spaces. Setting up an ad campaign with clear objectives will enable us to target their audience effectively and maximize their Return on Investment (ROI). Finally, we can track the results to optimize future targeting and ad spend.

Setting the Objectives & Audience

Make no mistake, this campaign is about driving rental sales. Engagement and brand awareness will hopefully grow, but Edmond Town Hall will measure success based on financial outcomes such as net new sales. (Yahoo, 2011, pg. 211) Fortunately, Facebook allows us to set campaign goals immediately, and we can even designate the conversion location to drive sales on their website.

Targeting the most appropriate demographic will be crucial to increasing the campaign's efficiency. Edmond Town Hall is looking to serve local residents first, since it's partially funded by local municipality. We set the geographical targeting to Newtown, CT, with a radius of 15 miles. This will allow us to target our unique audience better, which will also help to optimize Conversion Rate (CVR). In this case, conversions take the form of users renting space online. In the future, we'll be able to retarget the audience that previously rented space, potentially increasing conversion rates even further.

Most likely, customers will be renting space at Edmond Town Hall for celebrations — birthday parties, engagements, and weddings — or fundraisers and special galas. Therefore we set the minimum age to 25, and included audience interests such as parties, weddings, and kids activities, in addition to entertainment, dance, and theatre. Ads that show up in the feeds of the wrong audience will result in lower Click Through Rates (CTRs) and Conversion Rates (CVRs), and fewer sales. Interestingly, the average CTR and CVR for the Travel and Hospitality industry are only .9% and 2.82%, respectively. (Irvine, 2024) We will set those benchmarks with our client, and explain that the targeting or creative can be adjusted, if needed, to hopefully exceed those goals.

Placement, Budget, & Reach

Lucky for us, the budget and timeframe have been set. Our client has $300 to spend over the next month, which equates to $30 per day. With the geographic and demographic parameters defined, Facebook estimates that our campaign will reach an estimated 349,800–411,600 people on Facebook, Instagram, Messenger, and the Facebook Audience Network. This amounts to 398–1,100 views per day, representing a relatively specific audience, but less than 10 conversions per day. While that seems low, Edmond Town Hall only has 5 spaces to rent, and they aren't available every day. 300 actual conversions over 30 days would exceed their goals, by far, which is why Cost Per Click and Conversion Rate will be our most important KPIs, or Key Performance Indicators. (Thony, 2024, pg. 50) Considering the cost to rent each space ($450 – $2,000 per day), and the low advertising budget, one month will provide a great trial period to calculate their return on investment.

Creative & A/B Testing

Given the budget and timeframe, it wouldn't make sense to test too many variables at this point. But, we do want to take advantage of A/B testing in order to refine our target segments in future campaigns. One way we can do that is to test video ads versus static ads. Since Edmond Town Hall has multiple of rooms to rent, a carousel might work well to show the range of spaces available. This ad will be somewhat straightforward:

Headline
Host an Event at Edmond Town Hall

Copy
From birthday parties to business meetings, and cultural affairs to fundraising galas, Edmond Town Hall offers a variety of spaces for your next event. Our historic 500-seat theatre creates an extraordinary setting for a private screening. Need a gymnasium for your sporting event? We've got that, too. From small get-togethers to large weddings, check out all the spaces that Edmond Town Hall has to offer.

CTA Button
Book now

Images (Ideally hire a photographer)

On the other hand, video often shows a higher engagement rate. (Beveridge, 2025) This might be a more a successful creative approach. We'll create a short :30 spot to test, featuring all of the same rooms shot with drone videography. Voiceover with captioning will explain all of the available amenities. The video will run simultaneously within the same ad set as the carousel ad. By keeping the headline, ad copy, and call to action the same, we can easily see which creative media format works better. The use of video might also help determine if there is a younger audience — new parents, for example — that's interested in renting space.

There's a lot to consider when planning a paid media ad campaign, even on Facebook and Instagram. But, with clear goals and objectives, we can align on success metrics with our client to help figure out a proper return on investment. The targeting focus for Edmond Town Hall will be a highly-specific geographical and demographic segment. That way, we can reach the desired market, optimize conversions, possibly retarget engaged users in the future, and manage the budget efficiently.

References

Beveridge, C. (2024, January). Paid Social Media Advertising: A beginner’s guide. Semrush Blog. https://www.semrush.com/blog/paid-social/

Blanchard, O. (2011). Social Media ROI. Pearson Education Inc.

Hootsuite. (2023, March 20). Social Media Metrics You Should Know. YouTube. https://www.youtube.com/watch?v=0RAvd-ng8Ew

Irvine, M. (2024, September). Facebook ad benchmarks for your industry [data]. Wordstream. https://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarks

NestScale. (2023, November 21). Facebook ad metrics that actually MATTER in 2024 (How to analyze FB ads the right way?). YouTube. https://www.youtube.com/watch?v=XVz-8jAzn0g

Thony, S. L. (2024). The Marketing Campaign Playbook. STK MKT Entertainment.

Yakob, F. (2022). Paid attention: Innovative Advertising for a Digital World. Kogan Page Inc.

Snapshot: Instax Ad Audit and Optimization

Selling Space at Edmond Town Hall