EVA (virtual reality studio franchise): multiply ROAS by 3 by deploying a replicable acquisition model

Created in 2018, EVA (formerly SmartVR Studio) quickly became one of the French leaders in virtual reality.

EVA offers a VR Esport experience with arenas for real competitions.

Present in France and abroad, EVA has 23 rooms in more than 11 cities.

EVA called on Growth Room to benefit from our support in Growth Ads.

The numerical objectives:

• ROAS (Return On Ads Spent) at 3
• Cost per acquisition of 30% of the average basket

Our missions:

• Building a solid media strategy to ensure the optimization of theater performances
• Determine a replicable acquisition model to effectively integrate each future room
• Allow EVA to have a global visibility on the performances and the budget of each of the rooms

All by activating the following levers: Google Ads and Facebook Ads.

Our results on Google Ads and Facebook Ads campaigns:

• Conversions: 1260 bookings
• CPA (Cost per acquisition): 29% of the average basket
• ROAS (Return on Ad Spend): 6

1. Audit of EVA accounts and analysis of existing strategies

First, we audited the accounts and campaigns previously launched and carried out an analysis.

This audit allowed us to highlight the optimizations to be made:

• Account management was not proactive enough and did not allow future rooms to be easily integrated
• Advertising spending was heavily concentrated on the Facebook network, with more than 96% of the budget.
• The Google lever has not been sufficiently exploited, which is an opportunity for optimization
• Media performances were interesting but not optimal considering the objective of a cost per acquisition of 30% of the average basket

2. Structure and harmonization of advertising accounts

The problems observed:

• The rooms have very different performances and must therefore have very distinct objectives.
• Room management did not allow for a simple and effective look at the performance of each room.
• The distribution of advertising spending is unequal

What we have put in place:

• Implementation of a solid and replicable device that maximizes performance and allows the rooms under deployment to be simply integrated
• Implementation of clear and accurate reporting to effectively monitor the budget and performance of each room

Monitoring of performances by rooms:

Optimization, creation and launch of campaigns

We optimized the most efficient campaigns and then launched several acquisition and retargeting campaigns for the seven target cities via Facebook and Google Ads.

Before the start of our support, few campaigns had been launched on Google Ads with a prioritization of the Facebook network, and some levers had not been exploited even though they constitute real opportunities.

For each city and for each advertising agency we have launched:

• An acquisition campaign: implementation of a structure based on the acquisition of new prospects via discovery offers and promotional videos in order to generate the maximum number of bookings
• A retargeting campaign: the objective being to re-target visitors to each room who have not been converted via commercial offers

Our results for Google Ads campaigns

• +438 conversions
• ROAS (Return On Ads Spent): 9

Our results for Facebook Ads campaigns

• +822 conversions
• ROAS (Return On Ads Spent): 2

Examples of ads shown:

Review & Next Steps:

After three months of support, EVA multiplied their ROAS by 3 and obtained 1260 conversions.

Our next steps:

• Open the next EVA rooms while maintaining a good performance
• Set up a BtoB model for recruiting franchisees.

If you also want to benefit from Growth Ads support, do not hesitate to contact us at welcome@growthroom.co or make an appointment with our experts directly on the site Growth Room.