OVERVIEW
In the fast-paced world of digital advertising, brands face the challenge of maintaining engagement and trust amidst a flood of online interactions. Effective comment management is a critical but often overlooked factor that can significantly influence the success of advertising campaigns. This study explores the relationship between managing comments on social media and key performance metrics, demonstrating how strategic comment moderation can enhance campaign outcomes.
By conducting an A/B test on two identical campaigns, this case study examines the effects of active comment management on ad performance, focusing on improvements in ROAS, conversion rates, and purchases.
Zauberfein is a premium brand for anti-mold sprays based in Austria, known for its effective cleaning products designed to combat mold in humid areas such as bathrooms and basements. The company has developed a specialized spray that penetrates deep into the pores and removes mold at its roots, without damaging surfaces like tiles or marble. Their products are easy to use and are highly praised for their strong effectiveness.
With a growing presence on social media, Zauberfein has actively engaged with its customer base. However, challenges with spam, harmful comments, and unanswered queries led the brand to seek a more efficient solution to manage its online presence
Zauberfein partnered with Replient to conduct an A/B test to assess the impact of comment management on their advertising performance. Two campaign sets were created: the treatment group (Campaign A) and the control group (Campaign B). Both campaigns were identical in targeting, creative content, setup, and budget, ensuring a fair comparison.
The treatment group utilized Replient’s fully managed comment management solution, which included hiding spam and harmful content, as well as responding to customer inquiries and feedback. The control group (Campaign B) allowed comments to remain unmanaged, without any moderation or responses.
“We partnered with Replient to see if active comment management could really make a difference, and the results speak for themselves. The campaign where comments were managed saw impressive improvements across all our key metrics—higher ROAS, more purchases, and better overall engagement. This experience has convinced us of the power of strategic comment moderation.”
Mario Hofer
Head of Marketing – Zauberfein
The results of this A/B test revealed a significant positive impact on key performance metrics for the campaign with active comment management.
COMMENT MANAGEMENT IMPACT:
Replient’s solution for Zauberfein included real-time monitoring of all comments, hiding harmful content, and actively responding to customer queries and feedback. This comprehensive approach created a more positive and trustworthy environment around Zauberfein’s ads, leading to increased customer engagement and ultimately, higher sales and ROI.
Replient Coverage on the Treatment Campaign:
Real-time comment monitoring to hide spam, harmful content, and inappropriate comments.
Responding on behalf of Zauberfein to customer inquiries, positive feedback, and complaints 24/7, fostering a more interactive and responsive brand presence.
This case study highlights the importance of actively managing user engagement on social media ads. The significant improvements in conversion rates, ROAS, and purchase volume underscore the value of a strategic approach to comment management. For brands like Zauberfein, investing in tools like Replient not only enhances the performance of individual campaigns but also strengthens overall brand trust and customer loyalty.
Based on this study, we conclude that campaigns incorporating comment management are likely to achieve:
These findings provide a strong case for social media advertisers to integrate comment management as a core component of their campaign strategies.
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