Case Study:
Moshe Kasher Book Launch
From Pre-Orders to National Bestseller
Overview
The Client: Moshe Kasher is an Emmy-winning comedian and 2x national bestselling author. His standup specials are available on Netflix & HBO, and his podcast “The Endless Honeymoon” with co-host Natasha Leggero is available everywhere podcasts are streamed.
The Challenge: It took 10 years for Moshe’s first book, Kasher in The Rye, to land on the national bestseller list. Naturally, he didn’t want to wait so long for his follow-up “Subculture Vulture: A Memoir in 8 Scenes” to achieve the same status … so he enlisted our support to help him drive pre-orders and attendees to his live & online book tour events.
Deliverables:
Pixel Installation & Conversion Event Setup
Conversion API Integration
Custom Audiences
Attention-Grabbing Creative
The Result: Subculture Vulture landed on the national bestseller list within 3 months of its January 2024 release.
Appendix A
Meta Ad Results
Ad Spend: $2.1K
Purchases: 304 @ $6.93/ea
Revenue: $22.7K
ROAS: 10.75X
Top Performing Creative
ATX Book Tour Stop
Creative Strategy
An extensive review of competitor ad libraries revealed a common creative oversight: many Haunted House video ads (although often high quality and legitimately scary) read more as trailers for scary movies than for admission-based haunted attractions.
To avoid making the same mistake, we edited 301’s video assets to a feed-friendly 15 seconds in length with a hyper-focus on patrons (rather than monsters & spooky effects) as they walked through the attraction.
Results
CTR - 2.25%
64 Purchases at $3.76 each
15X ROAS
Animated Book Cover Video
Creative Strategy
Our still image posters were set up to deliver only to retargeting audiences (specifically site traffic, engagement, and thruplays from the above video). They were designed to read as live event fliers, hence the emphasis on “Now Open” to indicate to readers that this is a time sensitive, location based buy-in.
This poster in particular was, again, intended to focus on the patron experience (i.e. being absolutely terrified).
Results
CTR - 2.60%
118 Purchases at $5.26 each
12X ROAS
