Chocomel developed video ads for Facebook and Instagram both feed and stories to increase brand awareness. This Dutch chocolate milk brand lifted ad recall by 36%—a result 2.5X higher than that for ads adapted from TV commercials.
The goal was simple, make its chocolate milk drink Chocomel stand out in December, the busiest time of year for traditional chocolate products in the Netherlands. The company also wanted to test the effectiveness of video ad creative specifically built for mobile News Feed and Stories against a standard TV ad adapted for mobile.
Fun with puns
Every year on December 5 in the Netherlands, there is a tradition of giving chocolate letters to friends and family: usually the initial of their first name. In tribute, FrieslandCampina produced special packs of its Chocomel chocolate milk drink, with individual letters of the alphabet replacing the normal label.
The brand team from FrieslandCampina knew from previous campaign measurement studies that Facebook and Instagram were ideal platforms to reach its audience of people in the Netherlands aged 18–45 and to get them excited about its brand message and promote the new packaging.
Using Facebook Creative Shop and the team from creative agency Boomerang, Chocomel created a campaign that was tailor-made for mobile feed and also adapted an existing TV commercial for multiple placements. A multi-cell split test was used to evaluate the performance of each type of creative.
The campaign used automatic placements across Facebook and Instagram, and also ran across other media, including online video, TV commercials and point-of-sale advertising.
FrieslandCampina’s eye-catching campaign meant that it caught the attention of people across the Netherlands. Between October 10–November 22, 2019, the campaign achieved:
- 36% lift in ad recall from ads specifically created for feed and Stories
- 2.5X higher lift in ad recall than TV ads optimised for Facebook
- 62% decrease in cost per mille (CPM)
- 32% increase in 3-second views
- 2.4X increase in view duration