Facebook_PresentationforIAB_May272015
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Verizon Wireless wanted to create a positive association between its brand and soccer during the 2014 World Cup. It developed a Facebook video ad strategy in collaboration with advertising agencies to reach U.S. Hispanic soccer fans. A case study by Nielsen and Facebook found the campaign successfully increased brand awareness among Hispanics.
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Facebook_PresentationforIAB_May272015
- 1. Marketing to a Multicultural Nation US FB Multicultural Team
- 3. Verizon Wireless Celebrating together Verizon Wireless wanted to create a positive association between its brand and the world’s most popular sport during World Cup 2014. Working in collaboration with Lopez Negrete, Moxie and ZenithMedia, the company developed a FB video ad strategy to reach US Hispanic soccer fans
- 4. Verizon Wireless Nielsen, Facebook Case Study, 10/2014
Editor's Notes
- When we begin to look at the US market like this (in image of many different people) we are now able to think in a more personalized way. In a more intimate way. What other platform will allow that to happen with great scalability.
- VIDEO CASE STUDY
- https://www.facebook.com/business/success/verizon-wireless Connecting at the speed of life Verizon Wireless is the largest, most reliable 4G LTE network in the US, and the first nationwide 3G wireless broadband network. Verizon’s powerful technology connects people, companies and communities, and provides convenient mobile services when and where customers want it—every day.
- Building brand affinity Measuring campaign performance and results with Nielsen, it’s clear that Verizon not only took advantage of a strong “duplicate – Facebook+TV” reach, but successfully extended its campaign reach with light and medium TV viewers. The company reached 39% of the total US Hispanic audience aged 18 and up, and achieved 33% incremental reach over TV (Nielsen, OCR). Verizon also achieved the following incredible results: 95% video completion rate (Facebook internal measurement) 68% of total audience reached were light and medium TV viewers (Nielsen XCR) 91% of impressions served on mobile News Feed (Facebook) 5-point increase in ad recall (Nielsen Brand Effect) 2X benchmark engagement rates (Facebook)