I created this presentation for a small advertising plan using Facebook and Instagram for 57 Montgomery Ave and its book, "I Can Be Anyone."

1. FINAL PROJECT:
PART ONE
57 MONTGOMERY AVE
M A T T G I L H O O L Y
Professor Hays
July 28, 2021
MMC 5739: SOCIAL MEDIA ADVERTISING
FOR CONVERSIONS

2. OVERVIEW
This campaign for the "I Can Be Anyone" book and 57
Montgomery Ave aims to get people to start thinking about the
products and look for more information about them by viewing
the brand's website (Sonnenberg, 2020).
The campaign uses dynamic ad creatives via two social media
platforms targeting a catered audience group based on an
extensive audience survey.
There are two videos, three ad copy statements, two headlines,
and two calls to action set up. This allows the ads manager to
use algorithms to select the most effective options for each
audience member (Matekovic, 2021).

3. Budget
Lifetime $75 USD
Objective
Consideration - Traffic
Rationale
This campaign aims to encourage the target audience to
explore the 57MontgomeryAve.com site and consider its
products to meet their needs/wants.
The platforms were selected based on Audience Research
Survey results showing FB and Instagram as most used.
CAMPAIGN LEVEL
Platforms
Facebook
Instagram

4. AD SET LEVEL
(CharmingLittleCreatures - Talking)
Website
The campaign aims to
increase traffic to
57MontgomeryAve.com.
Traffic
Dynamic
Creative
Schedule Placements
On
Multiple videos, ad copy,
CTA, and headlines will be
used to allow Facebook
and Instagram to deliver
the best creative and
placement for the
audience members
(Matekovic, 2021).
5 days
Start Date: 7/29/21 5:00 AM
End Date: 8/2/21 11:00 PM
Manual
Facebook: Newsfeed,
Video Feeds, FB Stories
Instagram: Feed, Explore,
Instagram Stories

5. AD SET LEVEL
(Saved Audience - Mommy Meredith)
Demographics People who Match Interests
Location:
California, Colorado,
Florida, Illinois,
Massachusetts, New
Hampshire, New York,
North Carolina, South
Carolina, Virginia
Gender: Female
Age: 35-44
New Parents (0-12
months)
Parents with toddlers
(01-02 years)
Parents with
preschoolers (03-05
years)
or
Parents with early
school-age children
(06-08 years)
Parents: Motherhood
Crafts
Picture book
Children's literature
Bedtime story
Learning to read
Social change
or
Books for Kids

6. DYNAMIC AD SETTINGS
Ad Creatives:
Two book characters (giraffe and unicorn)
speaking portions of the book, "I Can Be
Anyone."
Videos are set with automated captions (on FB
and Instagram) for "sound off" interactions.
Based on a survey, these two characters were
the favorite in the book. Therefore, they
preview book content and intrigue audience
members to click to learn more or purchase
the book.
Talking Character Videos
(Click Image to View Video File)
(Click Image to View Video File)
Link to View Ads in
Facebook/Instagram
Ad Manager

7. Option 1
Imagine if we all grew up knowing we
could be whoever and whatever we
wanted to be. This is the message in “I
Can Be Anyone" - celebrate uniqueness.
Order a copy today!
DYNAMIC AD SETTINGS
Primary Text Options
Option 2
We know how hard it is to find a unique
children's book that creates
conversations with your kids about
individuality without being preachy or
limiting. "I Can Be Anyone: A Soul's
Journey" opens the door to discussing
who your child wants to be, what they
want to do, and the special skills they
have. Grab your copy today!
Option 3
We know how hard it can be to find
ways to encourage a child's uniqueness
and individuality. "I Can Be Anyone: A
Soul's Journey" opens the door to
discussing who your child wants to be,
what they want to do, and the special
skills they have. Explore more about the
book today.
Rationale
Using the StoryBrand framework, each ad copy statement leads with an empathy statement that resonates with
the audience members (Mommy Meredith) as a problem. Each variation mentions the title of the book and its
story as a solution and relief. Finally, each ends by encouraging action via ordering a copy or exploring more about
the book (Miller & Peterson, 2020).

8. Headline Options
Order today to expand your
child's originality!
Order a Unique Book for Your
Child Today
Description
Explore Charming Little
Creatures products today!
Call to Action Options
Shop Now
Learn More
Rationale
As this campaign seeks to encourage the audience to learn more about the
book and explore the website, one option for CTA is "Learn More." The
algorithm will show this option when an audience member is more inclined
to click on "Learn More" than "Shop Now." "Shop Now" is included in this
consideration ad as a recommendation from the Instructor.
URL & Display Link
http://www.57MontgomeryAve.com
www.57MontgomeryAve.com
DYNAMIC AD SETTINGS

9. DYNAMIC AD EXAMPLES
Link to View Ads in Facebook/Instagram Ad Manager

10. SCREENSHOTS
Business Manager
Creatives Setup in
FB/Instagram

11. SCREENSHOTS
Campaign Manager - Launch

12. W
MEASUREMENTS - ANALYTICS
After 5 days, the campaign aims to receive a total of at least 112 clicks
on the ads served (on FB and Instagram) and a CPC of $0.67 or less.
Impressions (18,833 as per Ad Budget Calculator)
CTR (compared to Industry average - 0.60%) (ADCostly, n.d.)
Cost per Post Engagement
Engagement Rate
However, other analytics will be viewed to determine the overall
success and effectiveness of ad creatives, copy, and CTA.
These include:
3-second video plays
Video plays at 25% and 100%
Average Play time
Specific to the videos used in the dynamic ad, the campaign will examine:

13. W
REFERENCES
ADCostly. (n.d.). 2020 Q2 Facebook Ad Benchmarks For Your Category. Retrieved July 16, 2021, from
https://adcostly.com/blog/2020-q2-facebook-ad-benchmarks-for-your-category
Gilhooly, M. (2021). I Can Be Anyone: A Soul’s Journey (A Charming Little Creatures Creation). Independently
published.
Matekovic, F. (2021, June 28). Dynamic Creative: The #1 Secret Top Brands Use to Win [2021]. Hunch Ads.
https://blog.hunchads.com/dynamic-creative#whatisdc
Miller, D., & Peterson, J. J. (2020). Marketing Made Simple: A Step-by-Step StoryBrand Guide for Any Business.
HarperCollins Leadership.
Sonnenberg, A. (2020, October 15). Which Facebook Ad Objective Should I Choose? Agorapulse.
https://www.agorapulse.com/blog/facebook-ad-objective-choices/