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Too Important To "Go Viral"
- 1. TOO IMPORTANT TO "GO VIRAL"
- 2. HOW DO WE MAKE THIS OUR ICE BUCKET CHALLENGE MOMENT?
- 3. MASSIVE REACH VIRTUALLY NO INVESTMENT GAMECHANGING IMPACT
- 4. BUT "GOING VIRAL" IS A TRAP
- 5. CAUSE CAMPAIGNS ARE IN AN ARMS RACE FOR ATTENTION AVG ATTENTION SPAN (SEC) Down by 33% from 2000 Source: Time UNIQUE PIECES OF CONTENT Vying for our attention everyday Source: AdWeek AVG ORGANIC POST REACH For organizations on Facebook Source: Contently :08 285 2.5%
- 6. A FIELD GUIDE TO COLLEGE FASHION CAMPAIGN PREDICTABILITY
- 7. A FIELD GUIDE TO COLLEGE FASHION NON-PROFIT ACCOUNTABILITY
- 8. TOO IMPORTANT TO LEAVE TO CHANCE?
- 9. EDUCATION IS A LIFESAVER Simply put, The good news: When caught early, the five-year survival rate for breast and ovarian cancer can be greater than 92% Will develop ovarian cancer; 2/3 will die from their disease Women will develop breast cancer in their lifetime1 8 1 67
- 10. In just five minutes, it looks at a woman’s individual health history, her family health history and lifestyle factors to determine personalized baseline risk for breast and ovarian cancer, along with tangible actions that can lower risk SO WE CREATED...
- 12. VIRAL MOMENT?
- 13. WE FOUND SUCCESS BY GIVING UP ON “GOING VIRAL,” AND LEARNING TO LOVE FACEBOOK ADS
- 14. WHY FACEBOOK ADS? THEY’RE RELEVANT As our audience’s attention is concentrated in social and mobile feeds, that’s where we need to be THEY’RE ADAPTIVE We can rapidly test ideas, and, if we fail, we do so “fast and cheap” THEY’RE MEASUREABLE We can measure in real-time how every dollar of our ad spend is performing against our ultimate goal - quiz completion
- 15. OVER 122 VARIATIONS OF TARGETING AND CREATIVE, FOR MASSIVE ACTION, AT SCALE FINE-TUNING A FORMULA
- 16. THE RESULT: Young women assessed their risk in 2015 from Facebook Ads alone 80,313 EIGHT This was accomplished with less than 1% of Bright Pink's annual revenue And in just weeks $23,327
- 18. NOT JUST QUANTITY, BUT QUALITY Facebook ads weren’t just about volume or efficiency. Ad traffic was higher quality - by more than 2x! Facebook Ads Direct Press / Influencer Search Email 85% 42% 35% 21% 36%
- 19. AD SPEND = DIRTY WORD MISSION DELIVERY
- 20. EAT IT TOO Facebook ads and “going viral” aren’t mutually exclusive Prime your campaign for viral success; couple it with Facebook Ads to accelerate your path and ensure success in any scenario
- 21. OUR 29 CENTS
- 24. 97% MOBILE It’s no longer enough to be “mobile-responsive” We took a mobile-first approach to design, and it paid off Design not simply for mobile, but for the Facebook mobile browser, which has its own nuances
- 25. FOCUS GROUP YOUR ADS WHILE THEY’RE IN MARKET
- 26. While most ads are virtually set in stone before they’re ever even seen - either through high production costs, high minimum media spends, or both - FACEBOOK ADS ARE INFINITELY FLEXIBLE
- 27. WHICH AD WORKS BEST? A C D B
- 28. OVER 20X MORE EFFECTIVE Than the lowest performing ad, on a cost per quiz completion basis
- 29. YOU KNOW WORKS SCALE ONLY WHAT
- 30. HALF THE MONEY I SPEND ON ADVERTISING IS WASTED; THE TROUBLE IS I DON'T KNOW WHICH HALF Old ad dude (with surprisingly durable insight)
- 31. REWRITING OLD RULES WK1 AVERAGE COST PER COMPLETION QUIZ COMPLETIONS WK2 WK3 WK4 WK5 WK6 WK7 WK8 By starting small and testing, we were able to focus 75% of our budget on top-performing ads, dramatically increasing overall campaign efficiency.
- 32. RECAP
- 33. “GOING VIRAL” IS A TRAP A DATA-DRIVEN, AD-SUPPORTED IMPACT MODEL CAN BE YOUR SECRET WEAPON IN MISSION DELIVERY TO ACHIEVE HYPER EFFICIENT, MASSIVELY SCALABLE, AND MISSION ALIGNED OUTCOMES THROUGH FACEBOOK ADS: