How FlowMotion Achieved Success on Social… This manufacturer of premium smartphone stabilisers used Facebook video ads and ads in Instagram Stories to showcase its product, doubling sales and achieving an impressive 6X return on ad spend from Facebook alone.
Capture the moment!
Designed and created by adventurers, engineers, and athletes with a passion for videography, tech and the outdoors, FlowMotion ONE is a premium 3-axis smartphone stabiliser. The product provides inspiration for anyone wanting to become a professional filmmaker.
Don’t lose focus!
Released to the public on Kickstarter in November 2017, it raised $1.3 million in just 50 days. Seeking to capitalise on this interest, FlowMotion wanted to increase website pre-orders for the FlowMotion ONE.
Getting into the Flow!
The company targeted ads to large regions based on lookalike audiences. Using these lookalike audiences allowed the FlowMotion to reach and engage new customers by looking at traits that the people in these groups shared with its existing customers that were active. They then retargeted ads to people who had recently visited the FlowMotion website but had not made a purchase.
They went with video ads to bring the smartphone stabiliser to life, using 15–45-second videos that showcased the FlowMotion ONE and its technical capabilities. Thinking mobile-first and wanting to make the viewing experience as immersive as possible, the videos were adapted into multiple formats for different channels—4:5 for Instagram and Facebook News Feed, and full-screen 9:16 ratio for Instagram Stories.
They then used automatic placements to run the ads across Facebook, Instagram and Audience Network. This allowed them to find the most relevant optimization events available. They also used Audience Insights to help decide the campaign’s budget, gain customer insights and lay plans for future ad campaigns and business strategies.
Their Success
Despite no experience with Facebook ads, FlowMotion successfully doubled its pre-order sales compared to the previous quarter. They made more sales during this campaign than in the entire previous year. The January 1–March 31, 2018 campaign achieved a6X return on ad spend on Facebook as well as a 10X overall return on ad spend for the campaign.
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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.
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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!
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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.
