Case Study: Clarifai Developer Community Growth via Facebook & Instagram Ads

Objective: Clarifai aimed to expand its developer community by promoting the usage of its computer vision API through Facebook and Instagram ads. Our primary goal was to drive awareness and increase sign-ups for developers interested in using the API for personal or commercial projects. We focused on engaging a technically savvy audience to encourage exploration and adoption of our API in innovative ways.

Strategy: To achieve this, we launched a two-pronged approach combining brand awareness and conversion-driven campaigns across Facebook and Instagram.

Target Audience:

• Developers, data scientists, and tech enthusiasts interested in AI, machine learning, and computer vision. 
• Geo-targeting: North America, Western Europe, and APAC.
• Interest-based targeting: AI, machine learning, computer vision, Python programming, open-source projects.
  

Results:

• Click-Through Rate (CTR): 3.5%, exceeding the industry average of 0.9%-1.1% for tech campaigns.
• Conversion Rate: 11% sign-up rate from landing pages linked to ads.
• Cost-Per-Click (CPC): $0.68, significantly lower than the industry benchmark of $1.32.
• Return on Ad Spend (ROAS): 5x within the first two months of the campaign, translating to a 40% increase in API usage.
• Community Growth: Developer sign-ups increased by 35%, with a notable 18% of new users converting to paid plans within three months.

Conclusion: This campaign demonstrated our ability to connect with a niche, technical audience through tailored content and precise targeting. By driving awareness and converting a significant portion of users, we successfully built a loyal developer community around Clarifai’s API, setting the stage for long-term engagement and growth.