adtech SF 2012: Facebook - How display works differently in the social environment by Bart Steiner

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Bart Steiner discusses a geo-targeted paid digital marketing campaign for a brand using Facebook ads and YouTube videos. The objectives were to build brand awareness, drive engagement with characters/products, convert visitors to opt-ins, and increase trial through coupon distribution. The campaign used targeted Facebook ads, pre-roll videos on YouTube, and a Facebook microsite with videos, calls-to-action, and an "Everyone Plays, Everyone Wins" coupon. User-generated content challenges and prizes further increased engagement. The strategy led to 40 times better ad performance than banners with high impressions, engagement, comments and coupon redemptions at 40 times the industry norm, showing the power of compelling content, social mechanics and smart advertising.

Paid Digital
http://www.youtube.com/watch?v=VqkyqomVWi4

Paid Digital

Targeted marketplace ads

Pre-roll video with
companion banner

Geo targeted
Category Targeted

• Compelling content
• User-Generated social
content
• Gaming mechanics

What we did

• Facebook Microsite
– Multiple videos
– Strong CTA
– EPEW coupon
Everyone Plays, Everyone Wins

– Weekly character/
product takeovers

What we did

• Bulbstorm UGC Challenge
– Pick your favorite characters
– Watch the video for that character
– Comment, vote, and share
– Add your own character
– Earn points and prizes

• Prizes
– EPEW coupon
(improves conversion)
– Branded swag
– Grand prize for a trip

The Facebook ads

• Characters and product shots
• Vote to win CTA
• Coupon and EPEW performed
best
• Spanish did not perform

• Why “like” ads?
– Even non-click throughs generated
opt-in for future contact and social
endorsement
– No “scary” 3’rd party URL

The You Tube ads

• Pre-roll with companion banner 15s & 30s
• See the rest, coupon, and prize…CTAs
– No meaningful difference in performance
• Target
– US & 6 target markets
– 70 consumer-targeted
categories

The results

• 40X ad performance vs. banners
– 250MM impressions
– 3X Facebook CTR
– <$1 CTC

• Astounding Engagement!
– 4.1MM commercial views
– 270,000+ engagements with
character profiles
– 13,579 comments on profiles

• Purchase Conversion
– Coupon redemption at 40X industry
norm

The moral of the tela-novella

Compelling content
+ User-generated social content
+ Gaming mechanics
+ smart ad strategy

= lower cost of conversion
AND astounding engagement.

phoenix new york milan

________________________________________
Bart Steiner
Founder & CEO

Office: 602 688 8020
Email: bart@bulbstorm.com
Twitter: @bulbstorm

Phoenix | Los Angeles | New York | Milan

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Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.

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Innovation Management Frameworks: Your Guide to Creativity & Innovation

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[To download this presentation, visit: https://www.oeconsulting.com.sg/training-presentations] This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants. Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes. This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals. INCLUDED FRAMEWORKS/MODELS: 1. Stanford’s Design Thinking 2. IDEO’s Human-Centered Design 3. Strategyzer’s Business Model Innovation 4. Lean Startup Methodology 5. Agile Innovation Framework 6. Doblin’s Ten Types of Innovation 7. McKinsey’s Three Horizons of Growth 8. Customer Journey Map 9. Christensen’s Disruptive Innovation Theory 10. Blue Ocean Strategy 11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map 12. Design Sprint Framework 13. The Double Diamond 14. Lean Six Sigma DMAIC 15. TRIZ Problem-Solving Framework 16. Edward de Bono’s Six Thinking Hats 17. Stage-Gate Model 18. Toyota’s Six Steps of Kaizen 19. Microsoft’s Digital Transformation Framework 20. Design for Six Sigma (DFSS) To download this presentation, visit: https://www.oeconsulting.com.sg/training-presentations

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adtech SF 2012: Facebook - How display works differently in the social environment by Bart Steiner

1. Bart Steiner, Founder & CEO

4. Geo-Targeted

5. Paid Digital http://www.youtube.com/watch?v=VqkyqomVWi4

6. Objectives • Build awareness of brand and characters • Drive engagement with individual characters/products • Convert visitors to opt-in marketing (like, email, etc.) • Drive trial through coupon distribution

7. Paid Digital Targeted marketplace ads Pre-roll video with companion banner Geo targeted Category Targeted

8. Regular FB ads are OK…

9. • Compelling content • User-Generated social content • Gaming mechanics

10. What we did • Facebook Microsite – Multiple videos – Strong CTA – EPEW coupon Everyone Plays, Everyone Wins – Weekly character/ product takeovers

11. What we did • Bulbstorm UGC Challenge – Pick your favorite characters – Watch the video for that character – Comment, vote, and share – Add your own character – Earn points and prizes • Prizes – EPEW coupon (improves conversion) – Branded swag – Grand prize for a trip

12.

13. The Facebook ads • Characters and product shots • Vote to win CTA • Coupon and EPEW performed best • Spanish did not perform • Why “like” ads? – Even non-click throughs generated opt-in for future contact and social endorsement – No “scary” 3’rd party URL

14. The You Tube ads • Pre-roll with companion banner 15s & 30s • See the rest, coupon, and prize…CTAs – No meaningful difference in performance • Target – US & 6 target markets – 70 consumer-targeted categories

15. The results • 40X ad performance vs. banners – 250MM impressions – 3X Facebook CTR – <$1 CTC • Astounding Engagement! – 4.1MM commercial views – 270,000+ engagements with character profiles – 13,579 comments on profiles • Purchase Conversion – Coupon redemption at 40X industry norm

16.

17. The moral of the tela-novella Compelling content + User-generated social content + Gaming mechanics + smart ad strategy = lower cost of conversion AND astounding engagement.

18. Epilogue And the winner is….

19. phoenix new york milan ________________________________________ Bart Steiner Founder & CEO Office: 602 688 8020 Email: bart@bulbstorm.com Twitter: @bulbstorm Phoenix | Los Angeles | New York | Milan

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