The document discusses a case study where a company saw an 83% higher return on ad spend for their direct response campaigns on Facebook when they introduced an awareness budget to support the campaigns. The company A/B tested adding upper-funnel awareness media to one group of their direct response campaigns and saw better performance on key metrics for the group that received full-funnel support compared to just lower-funnel, results-focused media. The case study provides examples of the different creative used for the direct response and awareness campaigns.