OMMA Social NY 2013
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This document describes how a company called LoudDoor uses Facebook data and insights to help two tequila brands, Hornitos and Sauza, better target their audiences. It finds that Hornitos drinkers prefer shots and sophistication while Sauza drinkers prefer margaritas and parties. By analyzing interest graph data and creating customized keyword clusters, LoudDoor is able to better identify each brand's ideal customers. This leads to an 80% reduction in cost-per-fan for Hornitos and large increases in page fans for both brands. It also enables more effective segmented sponsored stories for each brand, resulting in engagement increases of over 400%. The document concludes that LoudDoor's data-driven strategy is scalable and can
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OMMA Social NY 2013
- 1. A TALE OF 2 TEQUILAS Using Facebook Data For Better Ad Targeting And Killer Brand Strategies
- 2. WHO WE ARE LoudDoor is a Facebook Insights Preferred Marketing Developer. We specialize in market research.
- 3. OUR SOLUTION We combine self-reported consumer insights with opt-in data from behind the Facebook wall to enable high confidence marketing decisions that drive superior results. facebook „ „ „ „ „ „ „ „
- 4. OUR SOLUTION A TALE OF 2 TEQUILAS • 2 Very Different Tequila Brands • Different Branding • Different Suggested Consumption • Different Audience
- 5. OUR SOLUTION A TALE OF 2 TEQUILAS HORNITOS TEQUILA • Pure Temptation • Consumed as a shot or on ice • Premium, smart and sophisticated
- 6. OUR SOLUTION A TALE OF 2 TEQUILAS SAUZA TEQUILA • Girls’ Night In • Perfect for margaritas • Party hosts, trying new recipes, making margaritas at home
- 7. OUR SOLUTION
- 8. OUR SOLUTION
- 9. OUR SOLUTION
- 10. OUR SOLUTION
- 11. OUR SOLUTION
- 12. OUR SOLUTION ALL FANS ALL FANS IDEAL CUSTOMERS IDEAL CUSTOMERS 39% 24% Hornitos Tequila Original Audience Past 3 Month's Straight Tequila Consumption Rate Sauza Tequila Original Audience Past 3 Month's Margarita Consumption Rate
- 13. REACHING THE RIGHT AUDIENCE Using the interest graph data layer.
- 14. OUR SOLUTION
- 15. OUR SOLUTION INTEREST GRAPH CORRELATIONS
- 16. OUR SOLUTION INTEREST GRAPH CORRELATIONS
- 17. OUR SOLUTION Using Interest Graph Data Correlations To Create Keyword Clusters Music Hobbies TV Shows
- 18. OUR SOLUTION Cl us te TV r e st lu Sh ow sC lu st C ic us M er M ov i er st lu es sC e bi ob H r Why Custom Keyword Clusters Work
- 19. RESULTS OF THIS APPROACH HORNITOS TEQUILA 84% IDEAL CUSTOMERS LoudDoor Audience Past Month's Tequila Consumption Rate 80% Reduction in Cost Per Fan Sauza Page Fan Growth Hornitos Page Fan Growth 24,438 Fans (Original) 255,769 Fans 0 100,000 200,000 300,000 60,908 Fans (Original) 346,908 Fans 400,000 0 100,000 200,000 300,000 400,000
- 20. SEGMENTED SPONSORED STORIES FANS & FRIENDS Straight Shot Consumers Mixed Shot Consumers FAN MATCH FAN MATCH Mixed Drink Consumers FAN MATCH
- 21. SEGMENTED SPONSORED STORIES FANS & FRIENDS Margarita Consumers Make Margaritas from Scratch FAN MATCH FAN MATCH Price Shoppers FAN MATCH
- 24. RESULTS - BETTER TARGETED SPONSORED STORIES 453% Engagement Increase 404% Engagement Increase
- 25. STRATEGY A SCALABLE STRATEGY WITH IMPLICATIONS FOR THE FUTURE • Facebook’s Ad Platform Continues to Develop ‣ Custom Audiences ‣ Partner Categories
- 26. STRATEGY A SCALABLE STRATEGY WITH IMPLICATIONS FOR THE FUTURE • LoudDoor’s Data Transcends Facebook Users’ Method of Facebook Consumption ‣ Desktop Users ‣ Mobile Users ‣ Off-Facebook Sponsored Stories