- The client ran Facebook ads to promote their online platform advocating for mental health awareness and increase member registrations and content submissions.
- Initial findings showed the client lacked branding guidelines and personality for their social media posts. Two interest audiences were created around social media usage and mental/emotional care.
- The campaign used brand awareness, page likes, post engagement and website traffic ads targeting multiple Asian countries. Remarketing ads were added after collecting website visitor data.
- Through optimizing ad targeting and placements, the campaign's click-through rate exceeded industry benchmarks and cost per click was significantly below average. Results showed the ads spent less and delivered more engagement over the course of the campaign.
Advertisers are looking to reach many different audiences with their message. Many of these endeavors focus on leasing audiences as is the case with TV. In Facebook, we have the ability to purchase media which drives users to Like your brand. This represents an owned audience. Once this action occurs, you as a marketer now have the ability to talk to your audience on a regular basis, extracting incremental media value each time. It also opens up secondary re-engagement opportunities that you can’t get anywhere else. Our solution only charges you when a user “Likes” your brand so we take all the guess work out of the initial audience acquisition process.
To grow your brand, a brand needs to promote or present itself in front of its customers. Brand advertisement nowadays needs to be unique, strong, and capture the heart of the customer. But, what is brand advertising exactly?
Brand advertising is a type of strategy that develops brand recognition, customer loyalty, and builds lasting relationships with clients. The purpose of branding ads is to capture people’s attention, establish a stable positive brand identity, brand credibility, and build awareness.
With more consumers being aware of your brand, the more they trust and stick with you throughout the buyer’s journey. This makes them more likely to take action when they see a performance-based ad (they may even become a loyal customer) in the future.
----
Learn More from Our Website:
https://liasidik.com
Be sure to follow us:
https://www.instagram.com/liasidik
https://www.facebook.com/liasidik.branding
https://twitter.com/liasidik
Or contact our team via WhatsApp +62 89 659 108 869
If you have any additional questions, please leave a comment.
Thank You!
Seminar aimed at helping startups participating in LUISS ENLABS Acceleration Program to grasp the basic principles to develop a communication strategy and plan.
Advertisers are looking to reach many different audiences with their message. Many of these endeavors focus on leasing audiences as is the case with TV. In Facebook, we have the ability to purchase media which drives users to Like your brand. This represents an owned audience. Once this action occurs, you as a marketer now have the ability to talk to your audience on a regular basis, extracting incremental media value each time. It also opens up secondary re-engagement opportunities that you can’t get anywhere else. Our solution only charges you when a user “Likes” your brand so we take all the guess work out of the initial audience acquisition process.
To grow your brand, a brand needs to promote or present itself in front of its customers. Brand advertisement nowadays needs to be unique, strong, and capture the heart of the customer. But, what is brand advertising exactly?
Brand advertising is a type of strategy that develops brand recognition, customer loyalty, and builds lasting relationships with clients. The purpose of branding ads is to capture people’s attention, establish a stable positive brand identity, brand credibility, and build awareness.
With more consumers being aware of your brand, the more they trust and stick with you throughout the buyer’s journey. This makes them more likely to take action when they see a performance-based ad (they may even become a loyal customer) in the future.
----
Learn More from Our Website:
https://liasidik.com
Be sure to follow us:
https://www.instagram.com/liasidik
https://www.facebook.com/liasidik.branding
https://twitter.com/liasidik
Or contact our team via WhatsApp +62 89 659 108 869
If you have any additional questions, please leave a comment.
Thank You!
Seminar aimed at helping startups participating in LUISS ENLABS Acceleration Program to grasp the basic principles to develop a communication strategy and plan.
Advertising through Google platforms provides opportunities to advertise through various ad formats and platforms
It offers niche targeting options that can help reach the right target audience
Digital Media Plan for Scotch Brite (3M India ). The objective of the plan is to increase consideration among the Target Group by generating interest for the product
Omni Channel Mail is a mail enhancement tool. We combine a physical mailing campaign with a bundle of up to 11 digital and social media technologies in order to:
• Provide an additional 8-16+ touches to your single mail piece
• Advertise on Google, Gmail, YouTube, Facebook, and Instagram
• Prove attribution of your mail campaign through powerful dashboard analytics
• Acquire hot/warm leads from actual website visits or USPS Informed Delivery ad clicks
Advertising through Google platforms provides opportunities to advertise through various ad formats and platforms
It offers niche targeting options that can help reach the right target audience
Digital Media Plan for Scotch Brite (3M India ). The objective of the plan is to increase consideration among the Target Group by generating interest for the product
Omni Channel Mail is a mail enhancement tool. We combine a physical mailing campaign with a bundle of up to 11 digital and social media technologies in order to:
• Provide an additional 8-16+ touches to your single mail piece
• Advertise on Google, Gmail, YouTube, Facebook, and Instagram
• Prove attribution of your mail campaign through powerful dashboard analytics
• Acquire hot/warm leads from actual website visits or USPS Informed Delivery ad clicks
Learn the ins and outs of successful Facebook advertising with our comprehensive guide. Discover how to navigate Facebook Ads Manager, craft compelling ad creatives, optimize budgets and targeting strategies, monitor performance metrics, troubleshoot common issues, and stay updated with best practices. Whether you're a beginner or seasoned advertiser, this guide provides valuable insights and actionable tips to help you achieve your advertising goals on Facebook.
Digital Marketing Nanoedegree - Building a Marketing Strategy Imad Mawlawi
Summarized the different marketing campaigns executed and reflected on the results. Evaluated the ROI of the campaigns, compared the results across platforms, then formulated recommendations for future marketing action and budget allocation.
Social Media Strategy Prerequisites and SegmentationRandi Priluck
These slides cover three things you must do before you plan and execute a social media marketing strategy. Specifically, the focus is on setting goals, segmenting markets and discovering targets. The slides include some exercises and videos. The presentation is perfect for teaching social media marketing and a good social media teaching resource.
Made to accompany Social Media & Mobile Marketing Strategy from Oxford University Press.
BlogWell Chicago Social Media Case Study: Alberto Culver, presented by Stephe...SocialMedia.org
In their BlogWell case study, "Making the Most Out of Facebook for Brands," Alberto Culver's Global Director of Interactive Marketing, Stephen Strong, and Director of Integrated Marketing Communication, Brandy Ruff, shared how they're driving engagement on Facebook.
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BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions.
To learn more about BlogWell, visit gaspedal.com/blogwell/
BlogWell is produced by GasPedal and the Social Media Business Council.
Learn More: gaspedal.com and socialmedia.org
The Written ReportYou should include the following sections in you.docxalisoncarleen
The Written Report
You should include the following sections in your written report:
Executive Summary
Introduction
IMC Objectives
Market Analysis
Communications Strategy Plans
•Traditional Media
•Internet
•Direct Marketing
•Sales Promotion
•Public Relations (PR)
Conclusions
To expand, the content of each section should address the following:
IMC Objectives (Quantify)
Identify the brand and the principle objectives of the campaign and quantify where possible:
•Attract new customers
•Retain existing customers
•Branding objectives
•Marketing and corporate objectives
Market Analysis
A detailed analysis will provide the specific details for decision-making:
•SWOT
•Segmentation and Targeting
•Positioning
•Product/Service
•Customer Profile
•Marketing Channels
Communications Strategy Plans
Listed here are the typical options available that form the communications strategy mix – marketers must think about how they need to match competitors or provide novelty, each strategy requires a specific objective, a media strategy, a media plan, and a budget, these are described more fully below:
•Traditional Media
•Internet
•Direct Marketing
•Sales Promotion
•Public Relations (PR)
Communications Schedule
Using a calendar that covers the timeframe of the proposed IMC indicate when the specific elements of the communications strategy mix will occur – including:
•Launch dates
•Key events
Budget and Evaluation
Develop a list of the planned communications strategy mix and estimate the costs of each component
To elaborate further on the Communications Strategy Section there are numerous options; marketers should consider a mix of the following depending on the problem being addressed – you may wish to provide additional strategies that you feel are more relevant.
Each communications strategy (e.g. a traditional media campaign involving a print ad in a magazine) requires:
•Specific Objective
•Media strategy: Big idea, Message, Copy, Visuals
•Media Plan: Reach and Frequency
•Budget: How much will this cost?
Traditional Media
A paid for, mass-mediated, attempt to persuade, use to build brand identity, this is a big investment:
•Television, Print and Radio
Internet
As advertising became more expensive and the Internet grew – online communications have become a cost effective option with the added benefit of being measurable (closed-loop marketing) – this area has become highly specialized:
•Search engine optimization (SEO) strategy: Google AdWords
•Online advertising: Banners, reciprocal links
•Social media: Facebook, Twitter, YouTube, Pinterest, Instagram…
•Website
Direct Marketing
Direct marketing evolved from the catalog business, which involved gathering customer information – this approach is data base driven and is used to send personalized messages either by mail, phone, email or text messages, inviting a direct response. There is an important role for direct marketing in branding as it facilitates relationship building and customer retention. T.
It’s one of the biggest challenges for agencies of any size, new and old - getting new leads. Your agency can never stop developing its lead pipeline. In this presentation, learn how to drive and communicate to your leads from Bernard and Joshua.
Learn how to do market research as part of prospecting, how to target a vertical, build your network and reach your prospects - plus more! Sell better by prospecting better!
Check out all the great resources at https://www.seoreseller.com/
FREE WEBINAR: How to Sell Local SEO Like a ProSEOReseller.com
Your agency needs to build around providing a service that your clients will require every month. For agencies catering to local businesses, the answer is Local SEO.
Join Bernard and Rob as they turn you into a Local SEO expert by giving you the tools you need to sell Local SEO so you can start scaling your agency today!
Get the video and full transcript here: https://www.seoreseller.com/webinar/how-to-sell-local-seo-transcript-and-video
FREE WEBINAR: How to Sell Reputation Management to Your ClientsSEOReseller.com
How important is reputation management in your digital marketing initiatives? Join Joshua Pielago and William Kramer in this month’s Partner Bootcamp webinar and learn how to sell Reputation Management and leverage the value of this service to your clients.
Learn more about how our simple, straightforward Reputation Management solution works: https://www.seoreseller.com/white-label-reputation-management
We've been working in the white label industry for 6 years and worked with hundreds of marketing agencies. We know what it takes to grow your marketing agency with an outsourcing or white label partner. This infographic shows the key differentiators that distinguish the successful agencies from those just starting out.
Social Media Marketing For SMBs In 2016: The NumbersSEOReseller.com
Social media continues to grow at a tremendous rate. Here’s an infographic compiling the most important stats every SMB should know in 2016.
Read the blog post about this infographic: https://goo.gl/EeV1PL
How To Dramatically Increase Client RetentionSEOReseller.com
Getting people to your site is easy but keeping them coming back is the challenge. Join Clayton Wood as he talks about how to increase client retention.
The right blend of backlinks & and how to get them in 90 daysSEOReseller.com
There’s a secret science for top ranking sites and we’re laying it out. We’ll show case studies and discuss specific recipes for back link location, acquisition and attributes.
Earning visibility and links through killer contentSEOReseller.com
A presentation on the current state of SEO and the importance of content in terms of online visibility and link building, presented by Clayton Wood at SEMCON 2013.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
2. Client Information
- The client is an online platform which allows its users to upload and share
user-generated content. The platform’s theme centers on its advocacy to spread
mental health care and awareness.
- The campaign aimed to:
- Grow its Facebook and Instagram page’s community
- Keep the social media channels active and the followers engaged
- Increase awareness on the platform’s advocacy
- Divert users to the website for increased member registrations and content
submissions
- Monthly budget was dynamic ranging from SGD 200.00 to SGD 300.00.
3. Initial Findings
- Client did not have previous experience running Facebook Ads.
- The existing posts on both FB and IG pages needed improvement in terms of
aesthetics and content.
- No branding guidelines for the graphics and no particular personality and voice for
the content was followed.
- The client’s existing approach and demands for the ads’ graphics and content had a
high tendency of violating FB’s advertising policies, specifically Personal Attribute,
since the theme of the platform deals with mental health and overall wellness.
- The team had to develop various approach on promoting the platform’s advocacy
without directly implying such conditions to the audience.
4. Campaign Setup:
Brand Persona and Vertical Themes
- A brand persona was created for the client. This is to establish a particular
personality trait with a set of attitudes and values to be able to connect to the
client’s target audience.
- The persona created was both encouraging and comforting with a friendly and
casual tonality and voice to address the advocacy of the platform.
- Specific vertical themes were also set to determine what kind of topics can be
created for the posts such as funny memes and humorous GIFs to cheer up the
followers as well as inspirational quotes and encouraging messages to comfort
them.
5. Campaign Setup: Audiences
- Two interest-based saved audiences were created to address the advocacy of the
campaign:
A. Heavy Social Media Users - targets users who are most likely to have the highest
daily Internet consumption. This was used more on the promotion of the posts
with a lighter and more vibrant approach such as funny memes and humorous
GIFs.
B. Mental & Emotional Care Audience - targets users who are most likely to be
experiencing mental illness. This was used more on the promotion of the posts
with a more serious approach such as the inspirational quotes and comforting
messages.
6. Campaign Strategy: Objectives
- Brand Awareness ads were promoted on the first quarter of the campaign. This
is to increase brand awareness and recall and therefore make the audience
more familiar with the platform.
- Page Likes ads were promoted alongside Brand Awareness to increase the no.
of page followers.
- Post Engagement were promoted starting on the 2nd month to boost the posts
and make them more likely to get reactions, comments, and shares.
- Website Traffic ads were promoted starting on the 4th month to divert users to
the website while encouraging them to create their own account and submit
their own content.
7. Campaign Strategy: Geo-targeting
- The campaign targeted multiple countries throughout an entire year of promotions. These
countries include:
- Singapore - Philippines - Vietnam - Japan
- Taiwan - Malaysia - Thailand - South Korea
- Hong Kong - Indonesia - Cambodia
- The first few months of promotions were concentrated on testing which countries can
produce more results at a lower cost. Those that have the least cost per result (CPR)
would have a higher budget allocation on the following months.
- Since the client prefers to still get followers with the aforementioned countries regardless
of CPR. Those that have high CPR but less results weren’t entirely removed but were
allocated with lesser budget on the latter months of promotion.
8. Campaign Strategy: Remarketing
- Facebook Pixel was installed on the client’s website to track website visitor
data. By the fifth month of promotions, a custom audience was created
composed of the users who previously visited the website for the past 90 days.
- Those who previously engaged with the FB and IG pages were also added to
the said custom audience.
- The remarketing audience was used for the campaigns starting the sixth
month. As a result the CTR rose from 1.34% to 4.79%.
9. Optimizations
- At the middle of each cycle, the delivery of the ad campaigns were assessed.
The demographics, regions, and placements with no results or those that have
very high CPR but low results were excluded from targeting.
- For Traffic campaign, starting on the third month of promotion, a cost cap has
been set to control ad spend while continuously letting the ads to deliver for
more results. Cost cap set would be the average CPR for the campaign for the
past 3 months.
12. Results Summary
- The campaign's clickthrough rate (CTR) never went down below 0.93% which is
the average CTR for Hobbies & Leisure campaigns on Facebook.
- The relatable brand voice and tonality, the careful planning of the vertical
themes and content, and the timely and engaging posts contributed to the
good results of the campaign.
- The CTR reached up to as high as 5.95% on February 2020.
- The trend was fluctuating because there were instances when an ad goes viral
and was able to get extremely high clicks, reactions, and shares.
13. Results Summary
- The campaign's cost per click (CPC) were consistently and significantly below
the average CPC of SGD 0.68 for Hobbies & Leisure campaigns on Facebook.
- This means that the ads were spending much less than the industry
benchmark.
- Optimising the ads by allowing them to deliver only to the best performing
placements, regions, age group, and time slot contributed to this.
- Carefully planning the budget allocations by putting more into the best
performing countries also contributed to this.