Summer savings.
A Meta campaign for Kawai America's summer rebate — four feed placements and two vertical stories, split across acoustic and digital, cold and warm.
The four feed ads
The rebate runs across two very different price points — a few hundred dollars off a digital piano, several thousand off a hand-built grand. Rather than one flexible template, each product line got its own pair: a benefit-led frame that argues for the instrument, and a price-led frame that leads with the number for audiences already deciding.
Everything else stays fixed. Gold wordmark at the top, one boxed rebate figure, one bottom bar carrying the deadline. The photograph does the selling; the type never competes with it.
The two story ads
Eleven seconds, no sound required. The rebate figure lands early because story viewers leave early, and the deadline holds the last frame so a muted watch still delivers the offer.
The backing footage is AI-generated; the type, rebate badge, and deadline bar were animated in After Effects over it. That split is deliberate — generation covers the b-roll a rebate ad doesn’t justify a shoot for, and the parts that carry the offer stay hand-built, on-brand, and correct.
What the campaign returned
Across four ad sets the campaign returned a 2.32% link click-through rate — roughly double the retail benchmark for Meta feed placements — at a $1.11 cost per link click. The result worth pointing at isn't the average, though: the cold prospecting sets beat their own retargeting counterparts on CTR, on both product lines.
Retargeting usually wins that comparison, because those people already know the brand. When cold beats warm, the creative is doing the persuading rather than the audience list. Digital cold prospecting carried 95 of the campaign's 135 leads at the lowest cost per lead in the account.
| Ad set | Reach | Impressions | Link clicks | Link CTR | CPC | Leads |
|---|---|---|---|---|---|---|
| Digital — Cold prospecting | 113,554 | 231,364 | 5,934 | 2.56% | $1.03 | 95 |
| Digital — Warm retargeting | 13,663 | 29,225 | 705 | 2.41% | $1.15 | 8 |
| Acoustic — Cold prospecting | 25,274 | 44,869 | 857 | 1.91% | $1.00 | 12 |
| Acoustic — Warm retargeting | 26,452 | 56,816 | 903 | 1.59% | $1.74 | 20 |
Meta Ads Manager, reporting window July 12 – August 10, 2026, 7-day click / 1-day view attribution. Ad sets launched July 24 and are still running, so figures are partial-flight. Nine in ten link clicks reached the landing page, which says the frames set an accurate expectation of what was on the other side.
Design decisions
One boxed element per frame
The rebate figure is the only outlined object in the layout, so it reads as the offer even at thumbnail scale. Nothing else gets a border, a badge, or a button.
Gradient scrim behind the type
Type sits over a soft top-down gradient rather than a solid panel — it holds contrast on both the near-black concert shot and the sunlit living room without visibly boxing the copy.
Both price points, same treatment
"$400 off" and "$4,500 off" take identical treatment. The number does the differentiating; the layout stays constant so the two product lines read as one campaign.
One hierarchy across formats
Stills and stories share the same stacking order — instrument low, type high, rebate badge centered — so the vertical assets read as the same campaign without reusing the same file.
Deadline bar in a fixed position
"Ends Sept 30" occupies the same band in all six placements. Repetition across the set means a second exposure reinforces urgency instead of re-teaching the offer.
Gold limited to three moments
Gold marks the wordmark, the dollar figure, and the date — three moments. Everywhere else is white on near-black, which is what makes the gold register as premium rather than decorative.