Overcoming Social Media Advertising Barriers With Native

Shifting Strategy From Social to Native Advertising

Twenty One Ton faced challenges with advertising on social media for their cannabis investor client due to the sector’s advertising restrictions. As a result, they sought alternative methods, turning to native advertising through StackAdapt. The native campaigns delivered impressive results, achieving their client’s awareness goals while keeping cost-per-click (CPC) down.

Solutions Used

Strategies to Reach a Unique Audience

Twenty One Ton ran two native campaigns with two distinct goals: drive awareness and achieve clicks. They constantly refined their domain inclusion lists, identifying the most high-quality leads and then targeting that audience on both mobile and desktop. Here are the tactics they used:

Custom Segments

Used StackAdapt intent-based Custom Segments to build an audience of individuals actively reading about cannabis investing.

Native

Ran native campaigns to drive awareness and achieve clicks, continually refining them to meet campaign goals.

Domain Inclusion Lists

Selected specific domains that had a proven track record of generating the most high-quality leads for mobile and desktop.

Twenty One Ton Grows Cannabis Investor Awareness With Native

Twenty One Ton’s native campaign with StackAdapt helped their cannabis investor reach the most relevant audience. Taking their campaign outside of social media, they achieved a 44% decrease in CPC and a 270% increase in CTR on desktop.

$0.37

CPC on Mobile

44%

Decrease in CPC on Desktop

270%

Increase in CTR on Desktop

Andrew Shaw

Founder & President

Twenty One Ton

“This was our first time running native. It was not only a new ad format for this campaign, the campaign itself was unique—we had to reach potential cannabis investors. The results were significant enough for us to consider native for several of our campaign strategies going forward.”