Project Overview
Using cohorts sourced from cross-network interactions (e.g., someone who tweeted about a pizzeria in downtown San Diego) Hijack exported hashed audiences and ran Meta campaigns focused on real, recent, local actions. This outside-graph approach minimized overlap with native FB interests, so clients kept their existing campaigns running concurrently. Results included a home-staging client jumping from approximately 0.05% CTR to approximately 3.2%; an independent stylist reaching approximately 13,750 local actives in one week (approximately 40 clicks, 22 site visits, 2 wedding leads) on approximately $70 ad spend (one closed wedding at $400-$700 produced 7-10x ROAS); and a New Orleans theater (via partner) selling out a show on approximately $1,000 with campaign-average approximately 0.057% CTR prioritizing capacity sold over vanity metrics.
Key Challenges
- Platform policy alignment and compliant audience activation
- Attribution clarity for parallel campaigns (native vs. outside-graph)
- Audience freshness and churn (recency windows, weekly pruning)
- Creative variance control to realize audience quality gains
- Radius calibration for urban vs. suburban economics
Technologies & Solutions
Key Metrics
Results & Impact
CTR lift from approximately 0.05% to approximately 3.2% (home staging), 7-10x potential ROAS on $70 spend (stylist), event sell-outs on approximately $1,000 (theater)
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