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Acquiring quality leads with educational Facebook video ads

My English School managed to win twice as many leads compared to previous campaigns by using engaging educational Facebook and Instagram video ads to targeted audiences during the peak season for student enquiries.

Learning English with confidence

Using a modern approach to teaching and learning, My English Scool launched in 2011 teaching English as a foreign language. Students can learn in one of 33 branches across Italy, where grammar-based teaching is combined with intensive conversation sessions in small groups. Their goal was simple, build on previous Facebook awareness campaigns to generate quality leads from people who were interested in learning English and who were most likely to sign up to a course. As a secondary objective, it wanted to convert leads into student registrations.

Homing in on segmented audiences

Working withinternational digital agency Rich Clicks to generate leads in September 2019: the peak period for education enquiries. The first step was to create assets for both Facebook and Instagram ads, these included images tailored to a variety of audiences with a mixture of mobile-friendly videos that covered the teaching method practised at My English School. Along with pricing and student testimonials. They then turned their attention to campaign strategy.
With a “full-funnel” approach to generating leads that show the full teaching experience. The first goal was to reach and educate a wide yet relevant audience, and then encourage people to take action as a result of seeing the ads. In order to achieve this, they ran three major campaigns. Each had a different objective: video views, lead generation and conversions. Using interest and demographic targeting, they created audiences according to age, interests and motivations for learning English (such as business or travel), as well as creating lookalike audiences.
The three campaigns targeted different audiences:

• Video ads: targeted to everyone within a 10km radius of My English School’s branches in Italy

 

• Lead ads: targeted to travellers, people interested in travel, professionals

 

• Conversions: targeted to teens aged 13–19, people aged 55–65 with an interest in languages, lookalike audiences based on recent website visitors

People who had previously visited the website also saw ads that encouraged them to return to the website to complete their registration. My English School also ensured that the campaign spending was used as effectively as possible by selecting the ThruPlay billing and optimisation option for video views. It also chose reach and frequency buying to reach its audience in a predictable way, at a controlled frequency.

Best-ever performance

My English School’s carefully targeted September 2019 video ads campaign earned almost 4,000 quality leads in a month, at less than half the cost of previous campaigns:

• 2X as many leads compared to the previous year

 

• 8.5% of leads converted to student registrations

 

• 58% decrease in cost per lead, compared to the previous year

This blog was originally taken from Facebook.

Reaching international audiences with Facebook’s cross-border ad solutions.

Under Armour, decided to utilise Facebooks cross-border tool to produce ads so a wide range of audiences in different languages and currencies. Under Armour is a global sportswear brand founded in 1996 Washington D.C United States. Their main clientele is gym savvy millennials attracted to the unique stay dry technology of their sportswear.

The concept 

Under Armour European middle east Africa division wanted to boost their European sales by figuring out a way to streamline the buying process. In turn, making its marketing budget more effectively. 

Reaching international audiences

Under Armour partnered withSmartly.io to create a campaign that could run across multiple divisions with as little maintenance as possible. They ultimately decided to apply the cross-border catalogue tool. This tool adapts the catalogue format to adapt to whatever language is necessary. Improving their marketing ads across Europe. This means that Facebook is able to deliver the correct ads to the correct audience in the preferred language whilst storing information as to what works best where. 
The cross-border catalogue tool doesn’t just allow Under Armour to produce multiple campaigns in different languages across Europe it also proved to be an effective and time-conscious way of reaching new audiences. By saving time Under Armour are then able to invest more time and money into regions where this marketing tool performed better than expected. 

Results 

This campaign ran from August 2019 to May 2020 and produced some interesting results. In just ten months Under Armour were able to consolidate their marketing strategy reducing its number of campaigns by 4.5% They also produced a staggering 35% increase in conversion rates and a 35% decrease in cost per sale. They also achieved a 2X increase in return on investment, making this a successful and lucrative campaign. 
This blog was adapted from Facebook. Visit Under Armours website and shop their full collection. If you are interested in creating a targeted Facebook campaign for your business get in contact nowand arrange a FREE no-obligation consultation with a member of our team.
 
 
 

Findomestic the Italian bank raised awareness of its new bank account offer and lifted ad recall by 24 pointsraising brand awarenesswith the help of Facebook in-stream video ads.

Responsible credit

Findomestic is an Italian financial institution and part of the international group BNP Paribas. Established in 1984, the bank promotes the responsible use of credit.
Introducing a new bank account
Findomestic bank wanted to raise awareness about a new account offer by highlighting its main benefits in order to entice new customers to join the bank.

Encouraging higher video completion rates

Facebook’s in-stream video ads that appear during videos people are watching on Facebook typically have longer view times and higher completion rates as it pauses the content people are watching and they know the ad will be followed by the rest of the video. People are also more likely to leave the sound turned on so they interact with the ad more.
Recognising this, Findomestic partnered with TWBA and Facebook Creative Shop to develop 15-second in-stream video ads. By making them only 15 seconds it increases the chance that people would watch them to the end, Findomestic targeted the ads to people between the ages of 25–44 who had an interest in Italy’s banking sector. 

Mission accomplished

Findomestic raised significant awareness about its new banking product by using Facebook’s in-stream video ads. People watched them for an average of 13 seconds, and an impressive 80% of viewers watched until the end. Running from September 9–28, 2019, the campaign achieved the following; 

• 24-point lift in ad recall


• 6.2-point lift in standard brand awareness


• 7.5-point lift in unaided brand awareness


• 5.5 million completed video views

These impressive stats show just how effective video Facebook ads are compared to other advertising such as TV ads. For information on Findomestic bank visit their website. This blog was originally taken from Facebook. 
 
 
 

Pampers, a subsidiary of Procter & Gamble, is one of the world’s best-known names in baby care.This baby care brand achieved a low-cost app installs with young parents when running targeted Facebook and Instagram ad campaign.

Increasing app installs

The plan toencourage parents in Japan to register as Pampers Club members by downloading the app. The  Start-up Pampers team, which handles digital products for the Pampers Club brand got started.  The Pampers Club app allows members to collect points with every Pampers purchase and redeem them for gifts.

The target- young parents 

Pampers aim is to connect with young Japanese parents of babies and toddlers for this campaign. Facebook’s targeting possibilities presented the perfect solution. By doing this Pampers partnered with global performance marketing agency yellowHEAD they wanted to run targeted campaigns across Facebook and Instagram. This would results in more brand awareness so Pampers were able to get more sales.
Pampers and yellowHEAD were interested in target audiences and a lookalike audience based on existing Pampers Club members. This was so they could target high-value audience groups.
In a series of split tests, different ad creative was shown in Facebook News Feed, Instagram feed and Stories.  Each one inviting parents to download the app and start collecting points—and turn diapers into rewards.
Ad performance was analysed daily and based on the results. The team optimised audience segments, ad placements, ad creative and more to reach goals for the main conversionmetrics.

Growing the family

Pampers successfully boosted Pampers Club app installs during its month-long 2019 campaign, with more than half of installs resulting in key actions within the app:

• 75% lower cost per install

 

• 5X more web traffic, compared to previous campaigns

 

• 60% of app installs resulted in valuable in-app actions (purchase code scans and rewards redemption)

How Broccoli Pizza and Pasta succeeded on social. This Italian food franchise increased its sales by 31% with a 3-day Facebook video ad campaign to celebrate National Pizza Day. 
Broccoli Pizza & Pasta is one of the fastest-growing food franchises in the world. They have more than 135 stores across 6 countries in 2019, more customers are loving the freshly-prepared, made-to-order Italian-inspired food.

Pizza the Action

Broccoli Pizza & Pasta wanted to take advantage of National Pizza Day by promoting a special offer that would boost brand awareness to increase sales.

In Pizza We Crust

To create an impact before, during and after National Pizza Day, Broccoli Pizza & Pasta decided to team up with Coca-Cola and some of its most prominent home delivery partners in the region: Talabat, Deliveroo, Careem and Zomato. Customers could take advantage of a  joint offer for the 3-day campaign period where they could buy one meal and get another meal plus 2 drinks for free.
The campaign was targeted to people aged 13–35 in the United Arab Emirates, Saudi Arabia and Oman, using Facebook’s core demographic and location targeting. These people saw video ads across Facebook News Feed, Instagram feed and in Stories. These were created in collaboration with coca-cola. To ensure that people saw ads in the language that was relevant to them, both Arabic and English versions were created. Each ad featured a call to action to shop the offer!

Slice, Slice, Baby:

 

Broccoli Pizza and Pasta’s high-energy 3-day campaign for National Pizza Day 2019 reached more than 9 million people in 3 countries. This resulted in a 31% boost to sales.

Fancy yourself a slice of the action? Readmore of our blogs and discover how you can be successful on social. Check them out here!

Facebook launched its new in-app camera with a video and carousel ad campaign. This inspired people to try it, as a result, there was 8.8% lift in daily camera captures. 

Closer together- 

 

Founded in 2004, Facebook’s mission is to give people the power to build community and bring the world closer together. People use Facebook to stay connected with friends and family. They also discover what’s going on in the world and share what matters to them.

 

Increasing product awareness

Facebook wanted to inspire people to try its new in-app camera with a campaign that championed its latest features.

Snapping up moments

Facebook's new in-app camera brought with it a new suite of tools including masks, frames, stories and direct sharing. The camera offered a more fun way of sharing and connecting on the Facebook platform. To champion this major product improvement, Facebook created a film campaign around the call to action: “Let your camera do the talking.”
A 60-second manifesto film went to various publication partners as a press asset. Next, Facebook repurposed the footage into 11 shorter-form video snippets and used them to build a wide range of creative assets. Some were simple moments of human connection through the camera, like a video of a blown kiss with a “Miss you” camera overlay sent from a girlfriend to her faraway boyfriend. Some became harder-working educational assets, like a video carousel with units that communicated all the ways people can share through the new camera—on News Feed, Stories and most importantly directly between people.
Facebook ran all the ads in mobile News Feed, with a call to action in the post copy to “swipe right,” which opened the camera. Of all the people who viewed the ads, a statistically high number swiped to enter the app, and then went on to try it.

Picture-perfect results

The results of this campaign were based on reporting data from Facebook Ads Manager. It also showed an 8.8%lift in daily camera captures and reached over 147 million people!
Want success on social like this?Read more on our blog!
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Using Facebook Attribution, an Italian fashion brand tracked a campaign aimed at women in key countries around the world, resulting in an 8.8X increase in purchase conversions and a 79% higher return on ad spend.

Fashion Forward

Founded in Italy in the late 1980s, PINKO is a fashion brand made forstrong, independent women. Theireclectic and contemporary collections appeal to those looking for a unique style.The brand currently has 242 stores and is still expanding around the world. 
The brand aimed to increase online sales and boost sales and visits for its physical retail stores. It also wanted to expand into new markets, including the US. In order to do this,theytargeted an audience of women aged 18–54 with interests including fashion, luxury fashion, fashion shoppers and PINKO competitors. 
The advertising and technology team at PINKO's agencyIntarget helped the company create a campaign that could be measured throughout each phase. Using several platforms- mainly focusing on Instagram and Facebook, they wanted to increase brand awareness with the campaign. They used Facebook Insights to establish their target audiences. 

The Strategy

PINKO’s campaign strategy aimed to cover the entire customer journey, by creating different types of ads best suited to each of its target audiences at each stage, they were able to achieve this. The ad creative was adapted and tested in several formats, including photo, video, Stories and carousel. They launched the campaign in a range of countries including Italy, France, Spain, Russia, German, Poland, Belgium and the US. The campaign was also targeted to prospective customers who visit or make purchases on their website.

Targeting the right consumer

The fashion brand used Facebook Attribution during the campaign to understand the impact its ads were having on purchases. As the typical PINKO shopper makes their purchases online, Facebook Attribution was used to see how the campaign drove specific actions in later stages of the customer journey, particularly the “add-to-cart” and “purchase” steps. 
Facebook Attribution showed PINKO that its April–July 2019 campaign had increased engagement and purchases, and yielded a much higher return on ad spend compared to previous campaigns. The results showed a4.3X lift in add-to-cart conversions as well as 8.8X lift in purchase conversions. It also showed a 98% lower cost per purchase and 79% lift in return on ad spend.
Read our other blogs here! Check out PINKO's website here. 

How Washmen achieved Social Success. The UAE’s leading app-based laundry service ran a Facebook mobile app ad campaign to increase installs and video ads to increase brand awareness, in just 7 months they achieved a 3X increase in weekly signups.

Clean and Simple:

Washmen a laundry app business in the UAE and one of the region’s fastest-growing tech companies, with more than 40% growth month-over-month. The eccentric brand’s mission is to make laundry easy by offering a seamless service.

Fluff and Fold:

They wanted to expand by encouraging people who signed up to go on to make purchases within the app. 

One Load at A Time: 

Washmen first launched a campaign to increase the number of people who signed up to use the app and purchased through it—and a video ad campaign focused on getting the maximum number of views to drive brand awareness.
Washmen created a series of 6- to 7-second video ads, which were shot on low-end cameras to achieve a natural look and feel. The ads used thumbnails showing UAE roads to make them resonate with people living in the region, it had the tagline “All Your Weekly Laundry For The Price of a Drink”—along with an emoji to make the ads feel more personal and relatable in News Feed.
To make the most efficient use of the campaign budget, the team used automatic placements to run the ads across Facebook, Instagram and the wider Audience Network, prioritising Facebook News Feed and in-stream video, as well as ads in Instagram Stories.
The business created Custom Audiences of its existing customers to reach its target audience- The UAE. These helped Washmen reach new customers based on traits shared with its most active existing customers.
They monitored the ads through Audience Insights to learn which ads produced the highest return on ad spend and find out where the campaign could be improved. When the ads reached 10,000 impressions, Washmen either pulled the ads or heavily promoted them, based on their performance. After 3 months of testing, Washmen had an accurate picture of which ads were working best with the target audience.

Wash, Dry, Fold, Repeat: 

Washmen increased app installs, found new high-value customers and successfully boosted online sales. Running for 7 months from November 2017–May 2018, the campaign achieved a3X increase in weekly signups as well as a 2X Increase in sales and a 3.5X increase in the number of monthly signups using the app for the first time. 
Want to achieve social success like Washmen?Read these blogs to find out how! Check out their website.
 

Getting people motivated across the globe with facebook video ads.

How this fitness company recruited potential fitness instructed around the world with facebook video ads, encouraging them to sign up to a training program, encouraging a 3X return on ad spends, 80% of new recruits were a direct reaction to facebooks marketing, encouraging 5X more instructors through facebook than campaign goal.
In June 2017 STRONG by Zumba was born, the perfect blend of fitness and dance, combining high-intensity workout moves with exclusively produced musical tracks. The goal was to recruit potential instructors, figures showed that at least 15% of recruits were coming directly form facebook ads, to sign up for STRONG by Zumba instructor training from around the world. 
Since STRONG by Zumba is revolutionising its more famous parent Zumba, the team wanted to start by creating awareness and building momentum around the initial idea to encourage people to give it a go eventually encouraging fitness instructors to consider taking the training and signing up.
Phase one, the tester video for Facebook and Instagram to entice the audience. When clicked, the ads opened to a lead form. Phase two brand testing this included posting third party articles about STRONG by Zumba, and a mixture of educational videos and promotional videos created to inspire instructors to commit to a training session. Through the testing, the team discovered that videos with text overlays outperformed static images. 
The main demographic targeted by these ads were people with an interest in fitness, as well as those with experience in being a trainer, coach or instructor. By installing Facebook pixel on its website, the company tracked and retargeted people who visited the STRONG by Zumba “Become an Instructor” web page. The team then used that data to build a Custom Audience from the site visitors and the newly acquired STRONG by Zumba instructor list.
It also created a multi-country lookalike audience based on this group so it could recruit instructors around the world. For this type of audience, Facebook finds people similar to the advertiser’s source audience who reside in the countries the company wants to reach. In this case, the Zumba team chose 2 regions (EMEA and APAC), layered on English (to reach an English-speaking audience) and targeted the following countries: Germany, Mexico, Argentina, Spain, Italy, France, UK, Australia, Portugal, Indonesia, India, Denmark and Korea.
By taking a more organic approach in raising brand awareness STRONG by Zumba’s video lead ad campaigns exceeded its goal the June 2017 campaign directly resulted in:

• 3X return on ad spend


• 80% of new instructors recruited through Facebook


• 5X more instructors recruited through Facebook than campaign goal

This blog was originally taken from Facebook, to learn more about Strong by Zumba visit their website.
 

Smashing ticket sales using Messenger

The Australian governing body for tennis ran Facebook video and photo ads to promote Australian Open ticket sales, which then opened Messenger conversations to purchase, resulting in a 24.3X return on ad spend.
Serving tickets to Australian Open Grand Slam, which is held annually in January in Melbourne. 
Tennis Australia wanted a better way to reach tennis fans on its social media platforms, capture fans’ attention quickly, get them excited about attending the Australian Open and make it easier to buy tickets.
Tennis Australia promotes the acclaimed Australian Open tournament, held every year in January. Nicknamed the "Happy Slam", it’s the first of the 4 Grand Slam events of the year—followed by the French Open, Wimbledon and the US Open. the solution… Bots. 
Tennis Australia uses a multi-channel approach to advertising ticket sales, but as the 2018 tournament approached, it wanted a more cost-effective way to engage and interact with fans where they’re already spending their time—on Facebook and Instagram.
Tennis Australia turned to its media agency, Zenith, who recommended using a bot for Messenger to appeal to last-minute ticket buyers and prompt them to go ahead and complete the transaction while remaining in a familiar environment.
Launched in October 2017 as part of a video and photo ad campaign on Facebook and Instagram the bots began. The video ads ran in News Feed, and showed live-action shots of popular tennis players, while the photo ads showed images of the stadium. Clicking on the ads took people into the Messenger experience.
The bot helped fans identify the types of tickets available and select their preferences, such as Ground Pass or Stadium, match dates and times and day or night sessions. The bot would then serve up results and prices. To complete the transaction, the Ticketek purchase page opened in Messenger’s website, where people could select their seat and enter payment information.
The target demographic was men and women aged 18–54 years old, as well as to those with an interest in the Australian Open and key players.
Later, the organisation compartmentalised the interest-based audience by the type of ticket they bought and created lookalike audiences based on them. Tennis Australia also showed ads to website visitors who had shown interest in the tournament but had not purchased.
Tennis Australia measured the results of the October 11, 2017–January 25, 2018 campaign via Facebook Ads Manager, which showed that click-to-Messenger ads had a lower cost per conversion than ads that linked directly to Ticketek. The campaign also delivered:

• 24.3X return on ad spend


• 20% higher return on ad spend with click-to-Messenger ads compared to link ads


• 16% lower cost per acquisition with click-to-Messenger ads compared to link ads


• 4,600 sales from click-to-Messenger ads

 
 

Bringing new customers to stores with Facebook offline conversions
This Dubai based male grooming specialists profited form a staggering 45% increase in new customers by taking advantage of Facebook offline conversation. By optimising tools to drive visits to its salons using engaging online content.

Well-groomed 

With 1847 salons dedicated to offering the very best in male grooming, with the first salon opening in Dubai’s prestigious Jumeirah Emirates Towers hotel and was swiftly followed by four further Dubai salons, in response to growing demand. The goal was simple, create excitement around the brand again, motivate new customers to visit its Dubai salons. But ultimately to take advantage of advanced campaign optimisation more effectively by testing new approaches in a methodical way.

Turning online activity into offline results

In order to achieve this, The Grooming Company partnered up with Facebook Marketing Partner Business Factory to help elevate campaign performance. By testing a range of Facebook offline conversations to optimise store visits so that they could effectively analyse offline data and deliver ads to people who were most likely to visit a salon. To achieve this they needed quality data, so they kicked off with a traffic campaign that showed ads to men and women in Dubai with relevant interests and encouraged them to visit The Grooming Company’s website.
After this, they switched to conversion campaigns based on online activity, with calls to action to complete a lead form or call the nearest salon. With the Facebook pixel already installed in The Grooming Company’s website it was ready to record when customers took certain actions, important information could be collected about audience intent signals. This allowed Business Factory to optimise later stages of the campaign at an advanced level.
During the offline conversion phase of the campaign, Business Factory refined the targeting even further and optimised ads for store visits. Because Facebook offline conversions allow advertisers to measure the impact of online activity on offline sales, they were then able to assess the overall effectiveness of the six-month campaign.

The final results 

Facebook’s offline conversions and optimisation tools helped The Grooming Company successfully encourage people to visit their locations. Between October 2018 and March 2019, it achieved:

• 25X return on ad spend

 

• 45% increase in new customers

 

• 1,200 new online conversions per month

This blog was originally taken from Facebook.