See how one of Mexico's largest funeraries generated 16,000 leads—61% net-new—in two weeks with the Runway API.
The J. Garcia Lopez Funeral Home is one of the largest funerary services in Mexico City. They are constantly pioneering and innovating within their industry and always strive to incorporate new and emerging tools in their marketing efforts to bring unique and special experiences to their clients. The J. Garcia Lopez Funeral Home recently ran a lead-gen campaign powered by the Runway API where clients and prospective clients could connect with departed family members by bringing their photographs to life.
Tell us about your campaign and what gave you the inspiration.
The campaign is for Dia de los Muertos (Day of the Dead), which is an extremely important holiday in Mexico City. With us being a funeral services company it’s an opportunity to engage with our customers and give them a meaningful experience while generating leads in an authentic way.
This year we wanted to do something interesting online, something digital, and ideally something with video. We came up with the idea of having our customers upload a photograph of a loved one and we would then use Runway’s Image to Video tool to animate that photograph and make it look like they were smiling and waving. We wanted to help people connect with their loved ones who have passed, which led us to the campaign concept: “You’re Still Here.”
How did you bring the campaign to life?
We created a landing page where people would input their information: name, email, phone number, address, etc., and once they filled in their information they could upload a photograph that we would animate via Runway’s Image to Video tool behind the scenes. The goal was to create a video of the person in the photograph and have them smile and wave as if they were still here with us. We then returned the video to the customer via email.
When we first started the planning phase of the campaign we briefly considered trying to manually animate all the photos, but quickly realized that would never be possible with the volume we were expecting - we’d never be able to keep up with the demand. That’s when we started looking for tools that would help us automate the animation and we discovered the Runway API.
Was it easy to integrate the Runway API into the landing page?
The integration of the Runway API into the backend was extremely easy, which is one of the main reasons why we ended up choosing Runway for this campaign. The other reason we chose the Runway API was because the daily volume was higher than other tools available, which we knew we would need to keep up with the demand. This campaign was executed entirely in-house including the API implementation, which took just two days for two of us to fully integrate.
How many videos and leads did the campaign generate? Was it successful?
The campaign ran for two weeks and we generated 10k videos and captured 16k leads. 61% of the leads were net-new clients and based on our overall campaign budget we ended up spending 6.52 mexican pesos per lead - this is something we were really thrilled with, especially with the quality of the leads we were capturing. Beyond the business metrics, we were able to provide a really special and unique experience for our clients to connect with their loved ones, and we were so happy to be able to give them that connection.
