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KPCB INTERNET TRENDS 2016 | 2016 Internet Trends Report

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KPCB INTERNET TRENDS 2016 | PAGE 67
Hyper-Targeted Marketing =
Driving Growth for Retailers / Products / Brands
Internet = Driving Force for New Product Introductions with
Hypertargeting / Intent-Based Marketing via Facebook / Twitter / Instagram / Google...
Combatant Gentlemen
‘Our customer acquisition strategy was Facebook. Our [target customer]
typically spends a lot of time on Facebook...Every $100 we spent on
Facebook was worth $1,000 in sales. For us, it was a simple math
equation.’
‘We target based on [Facebook] likes...For example, we have a lot of
guys in real estate who are climbing up the ladder. What we do is we
put these guys into cohorts and we say, ‘These are our real estate
guys.’
- Vishaal Melwani
CEO and Founder, Combatant Gentlemen
Stance
After noticing that its Instagram placements were outperforming all other
placement types in its Star Wars collection launch campaign, Stance
decided to create a dedicated ad set to maximize its ad spend against this
placemen & build upon Instagram’s unique visual nature and strong
targeting capabilities.
Stance targeted the ads to adults whose interests include the
Star Wars movies, but excluded those interested only in specific
Star Wars characters. The ‘Sock Wars’ campaign generated an
impressive 36% boost to return on ad spend.
Source: One Million by One Million Blog, Instagram Business
Image: Pinterest.com, Instagram Business

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