Best Use of Full Funnel/Brand
WINNER - Proviz Sports Full Funnel Search Lift Study
During peak periods, the pressure is on brands to maximise impact and drive results, but focusing only on quick wins can leave significant opportunities untapped. Instead, a full-funnel strategy can change the game by amplifying every stage of the customer journey.
This is what agency Open Partners did for its client, Proviz Sports. Specialists in high-vis and reflective sportswear, Proviz Sports wanted to drive more search demand across Meta in the peak period when the clocks go back in the UK, and reflective clothing becomes a must for runners and cyclists.
The campaign achieved significant metric increases by adhering to best practices and was awarded the Best Use of Full Funnel award at the first-ever Meta Agency Awards, in partnership with 北京赛车pk10 and Performance Marketing World.
Here’s how they built trust and generated authentic content to drive impactful brand engagement.
The partnership: campaign background
Proviz's previous campaigns on Meta had been performance-focused, so Open Partners worked with the brand to plan a full-funnel strategy incorporating an awareness campaign that would run from early September to the end of October.
Proviz wanted to tailor video content to commuters and runners in urban areas, who would no longer be able to cycle or run in the light after the clocks went back. The awareness campaign promoted the new Reflect360 range of products, with jackets the hero. To fully understand the campaign's effectiveness, Open Partners overlaid the full-funnel strategy with a combined Meta Brand & Search Lift study.
The approach: campaign execution
The awareness campaign began with polished campaign videos following Meta's best practices, paired with a performance strategy that included Meta's Advantage+ shopping, lookalikes modelled from customer data, website retargeting and lapsed retention audiences. Open Partners also utilised video retargeting once enough people had seen its awareness videos.
As the campaign progressed, Open Partners tested creator content tailored to Reels by launching more lo-fi video creative from early October.
The results: campaign success
Proviz wanted memorable and impactful ads, and the results suggest that's precisely what Open Partners delivered:
- 26.2pt lift in ad recall
- 13pt lift in consideration
- 12.8pt lift in action intent
Meta's search lift study also highlighted positive results:
- +68% incremental add to carts
- +30% incremental purchases
- +25% incremental paid searches
- +23% incremental organic searches
The lo-fi creative resulted in a 40% drop in CPM despite more than tripling the budget month on month. This was driven by higher delivery in Reels placements, with 38% of spend allocated there in October, against 0.1% allocated to Reels in September.
“With Meta it’s personal,” says Open Partners managing partner Jemima Stoppard. “I’m not saying every other platform doesn't do it but we have an amazing rep and the support we’ve had from Meta has been brilliant.”
The awards judges said:
“The Proviz Sports campaign is a standout example of full-funnel marketing, seamlessly integrating awareness and performance tactics to guide customers from recognition to conversion.
“By leveraging targeted content, data-driven insights, and advanced performance strategies, the campaign effectively spanned the entire customer journey, driving significant lifts in consideration, purchase intent, and search traffic. Its innovative approach and adaptability to platform trends further underscore its success as a comprehensive full-funnel strategy.”