The canvas print maker uses Facebook Advertising to increase its social presence and drive nearly 4,000 direct purchases.

1. Case Study | ROI/Sales
Results
• 3,959 individual transactions as a result of the Facebook
campaign
The canvas print maker uses Facebook Advertising to • 180,000 people liked the Canvas People Facebook Page
increase its social presence and drive nearly 4,000 direct
purchases.
• 1.5x return on investment on Facebook advertising
• 10x page engagement increase based on the “People Talk-
Goals ing About This” metric
Canvas People wanted to drive brand recognition and establish
a presence on Facebook to: “The Facebook ad platform has worked wonders
• Increase fan engagement to build a dedicated Facebook for our fan Page! Facebook has allowed us to
community connect with our fans and create a truly won-
• Drive Facebook fans to purchase directly from Canvaspeople. derful community.”
com Assunta C., Social Media Manager, Canvas People
Approach
Build To create general awareness around its brand, Canvas People
Connect
first created a Page:
Engage
• Updated its photo on the landing tab every month according
to the season. For example, in March, a St. Patrick’s Day
Reach theme was featured with a “Go Green, Get Lucky!” slogan
Influence • Posted a variety of updates, including new promotions,
Build contests, photos and tips on buying new canvases
Connect The company also ran Facebook Ads to drive likes:
Engage • Ads focused on memorable “life moments,” such as getting
Reach
engaged or having a child
Influence
• To attract people who would be interested in canvases, Build
Canvas People targeted Likes and Interests such as
“photographers,” “moms,” “dancers,” and “inspiration”
Build
• Used questions in its ad text to grab people’s attention, such
Connect as “Love Shoes? Love Art?”
Engage Canvas People increased engagement on its Page in several ways:
Reach • Frequently updated its Photo Contest tab to coincide with
Influence
current events such as graduation season or to raise funds Connect Engage
for charitable causes, such as Susan B. Komen during Breast
Cancer Awareness month.
Build
• Its Sweepstakes tab gave fans the option to sign up and win
Connect
a gift, such as a digital SLR camera or a free canvas
Engage • A hidden coupon code in one of the tabs encouraged people
Reach
to browse the Page’s tabs to find it
Influence
Influence To reach a broader set of people, Canvas People ran sponsored
stories and created a custom deal application:
• Used sponsored stories that let people know when one of
their friends had liked the Canvas People Page Canvas People is the leader in quality canvas prints
• Leveraged its “LIKE us & Get a Deal” application, which you can create from your own personal photos.
allowed people to create a canvas and apply the offer with
facebook.com/canvaspeople
just one click
Facebook: Building Essential Connections