How we reached 10x our CTR benchmark.

1. Andrea Hofer
December 2018
AED Facebook Campaign:
360 images

2. - We’ve had an ongoing AED paid social campaign in the United States in 2017-2018. Starting Q3 2018 it had two week
flights interspersed with a brand refresh AED campaign.
- Destination URL: https://www.usa.philips.com/healthcare/medical-specialties/workplace-and-community-aed
- Among other types of creative we tested 360 images. 360 image features:
- Facebook only
- Mobile only
- Best for awareness stage (buying on reach). Can be followed up with retargeting.
AED promotion overview
Campaign details
Paid Social Plan
Ad Product Ad Objective Flight Audience Spend
Link Page post Ads CTR 9/1/18 – 12/31/18
Office Admin
Nursing
Health & Safety
$60,000

3. 3
Targeting | Facebook
Office Admin Nursing Health and Safety
Location: United States
Age: 25+
Language: English
AND
Job Titles: Office Supervisor, Office Assistant,
Personal Secretary, Receptionist/Administrator,
Office Coordinator, Administrative Assistant,
Office administration, Medical Office
Administrator, Receptionist/Assistant,
Administrative Secretary, Admin Staff,
Administrative Office Assistant, Executive
Administrative Assistant, Receptionist/Office
Manager, Office management, Business Office
Manager, Executive Assistant, Corporate
Receptionist, Administrative Manager,
Receptionist/Admin, Receptionist/Office
Assistant, Personal Assistant to CEO, Front
Office Executive, Admin Support, Office
Support Assistant, Receptionist/Admin
Assistant, Senior Receptionist, Head
Receptionist, Front Desk, Office Support, Front
Office Staff or Administrative Support
OR
Industry: Administrative Services
Location: United States
Age: 25+
Language: English
AND
Job Titles: RN Case Manager, Registered Nurse Supervisor,
Emergency Room Nurse, Licensed practical nurse, Staff RN
(Staff Registered Nurse), Registered nurse, Emergency Room
RN, Emergency Nurse, RN BSN (Registered Nurse Bachelor of
Science in Nursing), Certified Nurses Aide (CNA), ICU Nurse,
RN-ER, Nurse anesthetist, NICU RN, Registered Nurse, BSN,
ICU RN, Licensed Practical Nurse (LPN), ER Nurse, ER RN, OR
Nurse, Critical Care Registered Nurse, Registered Nurse-
Emergency Department, ICU Registered Nurse, Operating
Room Registered Nurse (OR RN), Registered Nurse - ER,
Emergency Department RN (Emergency Department
Registered Nurse), PICU RN, NICU RN, BSN, Nursing
Supervisor, RN Staff Nurse, Travel nursing, OR Staff Nurse,
Registered Nurse - Operating Room, OR RN, Critical Care RN,
Staff Registered Nurse, Staff RN, Registered Nurse - NICU, RN
Supervisor, PACU RN, RN Operating Room, RN Nursing
Supervisor, Emergency Room Registered Nurse, Registered
Nurse (RN), RN, BSN, RN, Nursing, Nurses Supervisor, Staff
Nurse, Emergency Department, RN Charge Nurse, Registered
Nurse Case Manager, Nurse Manager or RN Travel Nurse
Location: United States
Age: 25+
Language: English
AND
Job Titles: Gym Trainer, Construction, Construction Supervisor, Maintenance Foreman, Construction
worker, Building Construction Contractor, Labor Foreman, Site Foreman, Construction Manager,
Firefighter/Medic, Builder, Foreman/Project Manager, Personal Trainer/Group Exercise Instructor,
Emergency Medical Technician (EMT), Gym Manager, Construction Project Manager, Zumba Instructor, HSE
Manager, Zumba Fitness Instructor (ZIN), Environmental Health Safety Manager, Policeman, Health and
Safety Officer, Health and Safety Manager, Fire Captain, Safety Manager, Fitness Director, Safety
Consultant, Yoga/Pilates Instructor, Firefighter/Paramedic, Fitness Specialist, Deputy Fire Chief, Fitness
Manager, Environmental Health and Safety Manager, Yoga Teacher, Fitness Trainer, Fire Controlman, Fire
Officer, Patrolman, Safety Coordinator, Fitness Consultant, Pilates Instructor, Police Inspector, State
Trooper, Safety and Security Officer, Coach, Safety Supervisor, Safety Director, Patrol Officer, HSE Safety
Officer, Fire Official, Health & Safety Officer, Emergency medical technician, Chief of police,
Firefighter/EMT-B, Sheriff, Fireman, Head coach, Owner/Yoga Instructor, Police commissioner, Safety
Specialist, Law enforcement officer, Health and Fitness Coach, Fireman (steam engine), Health and Safety
Executive, Paramedic, Fire chief, Certified Yoga Instructor, Police captain, Firefighter/First Responder, Junior
Firefighter, Personal Trainer/Group Fitness Instructor, Assistant Fire Chief, Police, Firefighter/ EMT-Basic,
Personal Trainer/Fitness Coach, Fitness Instructor and Personal Trainer, Senior Firefighter, Certified
Personal Trainer, Personal trainer/coach, Cop, Yoga Instructor, Firefighter, Fitness Instructor/Personal
Trainer, Fire Fighter/EMT, Environmental, Health, and Safety EHS Officer, Health and Safety Coordinator,
General contractor, Police officer, Gym Instructor/Personal Trainer, Fire Safety Officer, Fire Inspector,
Safety Officer, Fitness professional, Personal Trainer and Group Fitness Instructor, Group Exercise Instructor
Audience Size: 5,300,000 Audience Size: 1,000,000 Audience Size: 410,000

4. ● A 360 Photo is a photo that allows you to view more than
just a snapshot of a scene. Some types of 360 photos
even let you view the scene from every angle: above,
below, behind and next to you.
● The image shifts as you scroll by, catching the eye.
360 ads
How does it work?
What’s on their mind?
● Many Facebook users are killing time on their
newsfeed.
● The general public is often unaware about AEDs.
● Users react well to gamification.
Play
Video
Thought starters
● Spread knowledge of the importance of AEDs and how
to find them via a “Where’s Waldo” game that takes
advantage of the 360 image functionality.

5. ● Text: 125 characters
● Headline: 25 characters limit
● Link Description: 30 characters limit
● Desktop example of the functionality:
https://bit.ly/2SUeVvs
Creative specifications
Play Mobile
Video

6. Find the AED promotion:
Chance of Survival 1
Asset: 360 image
POST COPY:
Find the AED! When shock is given within 1
min of collapse, chance for survival is ~90%
Mobile-Only Links*:
• https://www.facebook.com/?feed_dem
o_ad=23843076697000016&h=AQCMXT
8N9E4iUyD2
• https://www.facebook.com/?feed_dem
o_ad=23843076728920016&h=AQBISD0
-6M4LP-IY
• https://www.facebook.com/?feed_dem
o_ad=23843076733570016&h=AQC-
6e5wh7eHwQpc

7. Find the AED promotion:
Chance of Survival 2
Asset: 360 image
POST COPY:
CPR + Defibrillation within 3-5 min. of
collapse can produce survival rates of 49%-
75%.
Mobile-Only Links:
• https://www.facebook.com/?feed_dem
o_ad=23843076728930016&h=AQBAKe
_H1y1zvr5l
• https://www.facebook.com/?feed_dem
o_ad=23843076696990016&h=AQBoQl5
OUOU1tmBQ
• https://www.facebook.com/?feed_dem
o_ad=23843076733580016&h=AQDskTL
k6KmRznEN

8. Find the AED promotion:
Negative Outcomes 1
Asset: 360 image
POST COPY:
Find the AED! 3-5 minutes without a pulse,
irreversible brain damage may begin to
occur.
Mobile-Only Links:
• https://www.facebook.com/?feed_dem
o_ad=23843076688970016&h=AQBbSO
PWrsN1bB6I
• https://www.facebook.com/?feed_dem
o_ad=23843076733620016&h=AQAVs7
Gadbl21ule
• https://www.facebook.com/?feed_dem
o_ad=23843076728940016&h=AQD2FY
E1BrJB9Qp9

9. Find the AED promotion:
Negative Outcomes 2
Asset: 360 image
POST COPY:
Find the AED! Cardiac arrest victims'
survival decreases ~10% per min w/o
defibrillation.
Mobile-Only Links:
• https://www.facebook.com/?feed_dem
o_ad=23843076697010016&h=AQCnR5r
H9kHdvqFI
• https://www.facebook.com/?feed_dem
o_ad=23843076728960016&h=AQCGg1
MyNUryRj_W
• https://www.facebook.com/?feed_dem
o_ad=23843076733600016&h=AQDQfZj
6HptqsGrz

10. Engagements – Learning about AEDs

11. Engagements – Announcing AED discovery

12. Engagements – Sharing experiences

13. ● CTR benchmark was 0.49%
● We used 360 images in September and static images in
October.
● The CTR in September was 5.13%
● The CTR in October was 1.22%
● Both CTRs are well over benchmark, but the 360
images delivered 10x our benchmark. We are re-
running these very effective ads, and possibly adding
an “in use” version.
Results
0.49%
1.22%
5.13%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Content performance
Benchmark Static images 360 images