n the last few year Facebook has gone from a platform where people can communicate with their friends to a viable marketing tool. Nearly every business big and small is on facebook and uses it as a medium to communicate with customers and inform them deals, offers and events. There have been many success stories.
It's Pimm's o Clock
Pimm’s used Facebook’s flexibility to launch a “thermally activated” campaign in the summer of 2012. When the weather was good or there were special events to celebrate, such as the Queen’s Diamond Jubilee, the brand responded with timely posts of product images and serving suggestions. The brand, working with Carat, boosted the reach of posts with paid media when it knew fans most wanted to engage with Pimm's. Page post ads appeared on both the right-hand side of the Facebook homepage and in fans’ News Feeds on desktop and mobile. To reach all females on the homepage on Jubilee weekend, Pimm’s also ran a female-only targeted reach block, encouraging British women to celebrate this momentous occasion with a Pimm’s. By leveraging Facebook ad products in this innovative way, Pimm’s was able to reach a far broader audience at times that insights indicated sales impact would be the highest.
As a result Pimms received
- 5X sales return on ad spend
- 15,000 new Pimm’s customers
- 14% more spent on Pimm’s by people who saw the ad
- 20% of the online UK adult population reached
Secret Escapes
Secret Escapes started running Page post link ads that took users to its own website to sign up. These Page post ads also displayed in News Feed that targeted people according to demographics, location and likes and interests that were suggested interests in Secret Escapes’ offerings. By working with Preferred Marketing Developer, AdParlor, Secret Escapes was also able to drive better results by optimizing their ads to reach potential customers who were most likely to convert. AdParlor utilised custom audiences to reach Secret Escapes’ existing customers as well as lookalike audiences to find and reach people with similar characteristics to their customers on Facebook.
As a result
- 2X+ increase in clicks in May 2013 vs. April 2013
- 2X increase in sign-ups
Pepsi
Pepsi Max created a viral video for the web in which UK magician Dynamo takes a tour of London while levitating next to a bus. This video was launched on Facebook, which Pepsi Max was confident could be a vehicle for mass reach.
This was a break from past behaviour, when the brand would have looked at more traditional channels like a YouTube masthead, promoted video or pre-roll. But that kind of broad targeting wasn't guaranteed to work in the summer, when desktop internet audiences shrink. With Facebook’s consistent reach on mobile, Pepsi Max decided to use a news feed and mobile reach block to hit 18m people, and released the video through the native Facebook player as opposed to embedding via YouTube. It also worked with the Instagram community to amplify the real life moments captured on the video.
As a result Pepsi
- 18.7m unique people reached
- 2.4m paid media video plays
- 600k viral video plays
- 23% engagement rate
- £0.04 cost per view
- +100k shares/likes
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