# Klassy Network

**URL:** https://www.singlegrain.com/case-studies/klassy-network-funnel-optimization/  
**Published:** 2025-02-06  
**Updated:** 2025-10-02  
**Author:** Sam Pak  

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How Klassy Network Scaled Its **Best-Performing Ad** Into a Full-Funnel Strategy

https://www.singlegrain.com/wp-content/uploads/2025/02/klassyshop.webp

Klassy Network had a **historically dominant bottom-of-funnel (BOF) creative** that consistently drove high purchase volume without showing signs of ad fatigue. Our team at Single Grain tested this top-performing ad in top-of-funnel (TOF) campaigns, successfully **expanding its impact across the funnel** while maintaining Meta’s favorability for historical campaigns.

casestudy_numbers

CTR

+110.1%

8.49% compared to 4.04% for the next best creative.

landing page views (LPVs)

+682%

1,001 compared to 128 for the next best creative.

cost per LPV

–63.6%

$0.12 compared to $0.33 for the next best creative.

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## **Challenges**

While Klassy Network’s best-performing creative excelled in **BOF campaigns**, Meta’s algorithm **favors historical winners within their original placements.** This raised a key challenge:

- **Would launching the same creative in TOF campaigns reduce its performance or impact Meta’s favorability?**
- **How could we scale a high-performing ad without disrupting its success?**

To answer these questions, we needed a structured testing approach that would allow **controlled experimentation while mitigating risks.**

## **Goal**

**Successfully scale a top-performing BOF creative into TOF campaigns without losing performance or Meta’s algorithmic favor.**

## **Process**

### **1. Testing in a Controlled Environment**

- Launched the BOF creative in **three TOF campaign types**: 
    - **Traffic Campaigns** – Designed to drive landing page views.
    - **Video Views Campaigns** – Optimized for high engagement.
    - **Engagement Campaigns** – Encouraged social interaction and visibility.
- Created a **dedicated testing environment** before transitioning to Evergreen to **avoid Meta penalizing new placements.**

### **2. Expanding to Additional Platforms**

- Introduced the **same creative to a new TOF campaign on TikTok**, where it continued to dominate performance.

## **Results**

- **8.49% CTR**, compared to **4.04% for the next best creative.**
- **1,001 landing page views (LPVs)**, compared to **128 for the next best creative.**
- **$0.12 cost per LPV**, compared to **$0.33 for the next best creative.**

This test confirmed that **Meta can recognize and favor creative performance across different ad types**, treating them as the same ad even when campaign objectives differ.

## **Key Learnings**

- **Meta’s algorithm favors historically successful creatives across different funnel stages.**
- **Launching in a controlled testing environment mitigates risk.** Introducing high-performing creatives in TOF without disrupting BOF success ensures **stronger long-term performance.**
- **Cross-platform success indicates true creative strength.** The **creative’s continued dominance on TikTok** reinforced its effectiveness across multiple platforms.

## **Want to Maximize Your Top-Performing Creative Across the Funnel?**

If you’re looking to **scale your best-performing ads into new placements without losing effectiveness**, get in touch with **Single Grain** today.

https://www.singlegrain.com/wp-content/uploads/2025/02/klassy_network_logo-white.png

+110.1%

Increase CTR

+682%

Landing Page Views

This test confirmed that Meta can recognize and favor creative performance across different ad types, treating them as the same ad even when campaign objectives differ.

Klassy Network faced challenges scaling a high-performing BOF creative into TOF campaigns without disrupting its success or losing Meta’s algorithmic favor, while ensuring cross-platform effectiveness

Successfully scaling a highly effective BOF creative

Paid Media

Successfully scale a top-performing BOF creative into TOF campaigns without losing performance or Meta’s algorithmic favor.

While Klassy Network’s best-performing creative excelled in **BOF campaigns**, Meta’s algorithm **favors historical winners within their original placements.** This raised a key challenge:

- Would launching the same creative in TOF campaigns reduce its performance or impact Meta’s favorability?
- How could we scale a high-performing ad without disrupting its success?

To answer these questions, we needed a structured testing approach that would allow controlled experimentation while mitigating risks.