Case study: Amwell and Lightning AI

We helped Amwell create a new Facebook strategy through advanced targeting groups.

The Customer

American Well (Amwell) is a privately held telehealth company based in Boston, Massachusetts that connects patients instantly with doctors over secure video. The company provides immediate urgent care web visits for patients in 46 states. The service operates on computers, and in 2013 American Well released mobile applications for both Android and iOS operating systems. The app enables a mobile-optimized version of the same video visits.

Telehealth company based in Boston, MA

Connects patients with doctors over video

46 states have immediate urgent care web visits.

The Challenge

We met Tim Ming in the early days of Lightning AI through the Liftoff Mobile Heroes program (he and our CEO Colette were on a panel together – it was excellent). That’s when we started talking about Facebook user acquisition strategies and recommendations.
Amwell started running ads on Facebook years ago. This meant that they had a lot of data – but also that they were already implementing many best practices (Tim came from Fiksu, so he definitely knew his way around a Facebook ads account).
Tim wanted to grow across the board and make sure that he was testing in a scalable, efficient and replicable manner. But his team was already using Lookalike audiences. How could they increase audiences in another way?

There are more than 72 quadrillion different targeting groups on Facebook. The hard part is searching through those and making sure that you’re finding the best targeting groups possible

There are more than 72 quadrillion different targeting groups on Facebook. The hard part is searching through those and making sure that you’re finding the best targeting groups possible

The Solution

Leveraging the historical Amwell data, the audience expansion AI started running hundreds of tests per day. This allows the algorithms to make hypotheses, test those hypotheses and continue iterating.
And because Lightning AI is automatic, Tim’s team kept managing their campaigns while Lightning AI created new campaigns and ad sets within their Facebook account. We automated data science so that marketers can focus on the creative.

Within the first month, audience expansion tested more than 2000 new groups.

Within the first month, audience expansion tested more than 2000 new groups.

Now, Lightning AI has automatically built, tested and iterated upon more than 11,000 targeting groups. No heavy lifting on Amwell’s part required. This is what we do for all our clients – some technical aspects are better solved with an AI platform – so that the people behind a product can continue doing what they do best.

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We increased our ad spend on Facebook by x% in less than x months with Lightning AI. The increased trial signups attributed to advertising grow our brand and our business in a way we feel confident about.

Kathleen Estreich

Director of Marketing, Scalyr

We helped Drift find out that Facebook ads aren't just for B2C eCommerce companies.

We helped Drift find out that Facebook ads aren't just for B2C eCommerce companies.