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GroenLinks 2nd March Election Campaign
The Concept <ul><li>Strategy </li></ul><ul><li>An advertising camapgin drives traffc to a custom tab on the GroenLinks Fac...
Campaign Structure <ul><li>General Campaign </li></ul><ul><li>-  NL, 18+ </li></ul><ul><li>-  32 ad variations used </li><...
Campaign Creatives <ul><li>A variety of text and image combinations were used to add interest throughout the campaign </li...
Campaign Results <ul><li>8,380 Clicks recieved </li></ul><ul><li>48.7 million impressions served </li></ul><ul><li>Best pe...
Page Insights <ul><li>+1,979  “ likes ”  in 14 days of promotion  </li></ul><ul><li>15,487 monthly active users </li></ul>...
Wall Activity Fan activity is very healthy, both with updates from GroenLinks and also with users posting their own wall m...
Learnings <ul><li>Utilize the user connection by asking more questions about current political issues </li></ul><ul><li>Us...
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Groen links report march elections

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March elections

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Groen links report march elections

  1. 2. GroenLinks 2nd March Election Campaign
  2. 3. The Concept <ul><li>Strategy </li></ul><ul><li>An advertising camapgin drives traffc to a custom tab on the GroenLinks Facebook page </li></ul><ul><li>Custom tab prompts users to ‘like’ GroenLinks and to post political issues they care about most </li></ul><ul><li>By encouraging ‘Likes’ and wall posts, the custom tab is maximizing the viral effect of Facebook </li></ul><ul><li>Objective </li></ul><ul><li>Increase awareness of GroenLinks in the run-up to the March 2nd Election </li></ul><ul><li>Increase number of fans on the GroenLinks Facebook page </li></ul><ul><li>Generate wall posts from Facebook users </li></ul>
  3. 4. Campaign Structure <ul><li>General Campaign </li></ul><ul><li>- NL, 18+ </li></ul><ul><li>- 32 ad variations used </li></ul><ul><li>Geo-Targeted Campaign </li></ul><ul><li>- Eindhoven, Breda, Tilburg </li></ul><ul><li>- Utrecht </li></ul><ul><li>- Noord Holland </li></ul><ul><li>- Arnhem, Nijmegen </li></ul><ul><li>- 4 ad variations per location </li></ul>
  4. 5. Campaign Creatives <ul><li>A variety of text and image combinations were used to add interest throughout the campaign </li></ul>
  5. 6. Campaign Results <ul><li>8,380 Clicks recieved </li></ul><ul><li>48.7 million impressions served </li></ul><ul><li>Best perfoming ad had an outstanding CTR of 0.23% (Facebook average is 0.02%) </li></ul><ul><li>2,484 social Clicks recieved </li></ul><ul><li>14,2 million social impressions served </li></ul><ul><li>1,396 people became a fan by clicking on one ‘Like’ Ad </li></ul><ul><li>2,067 people became a fan after clicking on the page from the ‘ Like ’ ad </li></ul>
  6. 7. Page Insights <ul><li>+1,979 “ likes ” in 14 days of promotion </li></ul><ul><li>15,487 monthly active users </li></ul><ul><li>High levels of page views </li></ul>
  7. 8. Wall Activity Fan activity is very healthy, both with updates from GroenLinks and also with users posting their own wall messages
  8. 9. Learnings <ul><li>Utilize the user connection by asking more questions about current political issues </li></ul><ul><li>Users want to know more about GroenLinks and are active on your page </li></ul><ul><li>Most effective ads feature Jolanda Sap, creating a more personal bond between Facebook users and the party leader </li></ul><ul><li>Short to mid-term focus should be on continued fan aquisition through ads plus careful management of the Facebook page to encourage user interactions </li></ul><ul><li>We’d like to meet with you! What is your marketing strategy for the next 6 months and how we can make Facebook work better for you? </li></ul>

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