1. © 2016 Sprinklr, Inc. All rights reserved. www.sprinklr.com info@sprinklr.com
FBX enhances Facebook
to serve more relevant ads
through retargeting
background
In 1984, at age 19, Michael Dell founded his own company with just $1,000 and a
game-changing vision for how technology should be designed, manufactured, and
sold. Now a multinational computer technology company, Dell empowers countries,
communities, customers, and people everywhere to use technology to realize their
dreams. Customers trust Dell to deliver technology solutions that help them do and
achieve more, whether they’re at home, work, school, or anywhere in their world.
the problem
Brands typically advertise the biggest promotions of the year during the holidays,
especially the time spanning Black Friday through Cyber Monday. While ongoing
initiatives exist to direct revenue and sales via social media throughout the course
of the year, the two week time period leading up to, and spanning, Black Friday
through Cyber Monday is the highest in volume. So, scaling paid campaigns to
achieve objectives during this period can be a serious challenge.
the solution
To execute paid social media initiatives and prove the scalability of the campaigns during
this high demand period, Dell utilized Sprinklr’s managed services. For the paid initiatives
to be successful, Dell grew the ad spend of their ongoing FBX campaigns to scale. Given
the high demand period, the brand increased target weekly spending by 250% while
maintaining performance. Dell wanted to accelerate its long-term growth strategy and
focus with a singleminded purpose on customers; assessing the paid landscape through
Sprinklr allowed the brand to more accurately identify and reach them.
case study
Using Paid Social to
Increase Sales by 150%
on Black Friday
BREAKING THROUGH THE NOISE DURING A HIGH
VOLUME AD PERIOD TO REACH CONSUMERS.

2. © 2016 Sprinklr, Inc. All rights reserved. www.sprinklr.com info@sprinklr.com
how they solved it
In anticipation of the time period spanning Black Friday through Cyber Monday, Dell
prepared a campaign spend that would scale. While the brand increased its spend
on paid ads, the likelihood of getting someone that is further down the funnel rather
than a shallow impression was raised exponentially. Employing a variety of tactics
through Sprinklr ultimately enabled Dell to break through the noise during a high
volume ad period to reach consumers.
STRATEGIC OPTIMIZATION & RETARGETING
Employing different strategies, the brand became smart about optimization.
Through Sprinklr, they were able to identify which audience members were most
likely to convert in order to avoid displaying ads to the most inexpensive audience
for targeting with mild hopes of conversion. Sprinklr built a more robust consumer
quality model that provided the capability to programmatically align bids to the
quality of a user and their conversion rate. For example, individuals being targeted
could cost as low as 10 cents, but have a low conversion rate of 1%; individuals
peaking at $5 may cost a lot more to reach, but have a 50% higher likelihood of
buying a Dell product.
Variants in the pricing for ad targeting occur due to the mass numbers of
consumers visiting the Dell homepage being higher in comparison to checkout
pages. Dell was able to identify the value of someone who has gone further down
the funnel, derived from actually acquiring historic numbers based on conversion
rates from these pages. So, people who are closer to the point of purchase show
a higher intent of conversion.
ACTIVATED PROSPECTING CAMPAIGNS
Through initiatives to discover and ignite consumer prospects, Dell targeted lapsed
customers and core audiences from previous campaigns and served them product-
specific creative. The ads drove them to differing brand web pages. In executing
this, Dell was able to identify a core group of people with demonstrated interest in
their brand or products via Facebook. For example, when a consumer clicked on a
Dell laptop Facebook ad that drove them to the brand’s homepage, the brand was
alerted in the consumer’s interest. Automatically, that consumer became a high
quality target for FBX campaigns.
results
By scaling the spend on specific business units almost 5x from early on, building
an internal model to determine the value of a quality user, and executing recurring
campaigns to generate a concise pool of who the brand needed to be targeting,
Sprinklr enabled Dell to generate 2x the ROAS goal. Additionally, Sprinklr enabled
the brand to surpass their revenue goal by over 8% and break through the noise
to reach their customers during the highest ad volume period of the year.
© 2016 Sprinklr, Inc. All rights reserved.
CONTACT
www.sprinklr.com info@sprinklr.com
Higher conversion rates
on checkout pages
than the home page
2.5%
Margin of Return
on Ad Spend
2.16
Increase in sales
through paid social