Facebook video

 

Winning in-app purchases with Facebook dynamic ads,when this multi-brand electronics retailer promoted its app and web store with a series of awareness and remarketing campaigns on Facebook, it reported a 42% increase in annual sales made through its app.

X-cite is the Gulf region’s largest electronics retailer, bringing together over 300 major brands in its stores, on its website and through its mobile app. The initial goal for X-cite was to motivate people in Saudi Arabia to download its app and to make purchases, either through the app or the website.
Facebook and Instagram have become an essential part of X-Cite’s overall marketing approach Creating high-energy campaigns making it easy to precisely reach the company’s target audiences. X-cite created ongoing awareness campaigns using the carousel and collection ad formats, which brought together attention-grabbing video with product images to encourage people to visit the website and install the X-cite shopping app. X-cite also utilised Instagram stories to capture the attention and boost app installs and sales through the website and app.
Having installed the Facebook pixel on its website to measure events like “page views”, “add to cart” and “purchase”, X-cite was then able to show more precisely targeted ads to people, based on actions they had taken. For instance, X-cite used dynamic ads to display products that people had previously browsed or added to their cart on the website to encourage them to complete their purchase.
X-cite also created lookalike audiences based on people who had downloaded the app or made purchases, so that it could show ads to similar kinds of people who were likely to take the same action. Using exclusions to remove recent customers and avoid audience overlap helped keep the campaigns cost-effective.
Between October 2017–October 2018, X-cite’s Facebook and Instagram campaigns have helped the brand reach more than 2 million people and earn strong sales:

• 42% more in-app purchases, compared to the previous year


• 15% more website purchases, compared to the previous year


• 2.1X return on ad spend

This blog was originally taken from Facebook. To learn more about X-cite visit their website.

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.

Succeed on social like FlowMotion by reading oursocial success blogs!Check out Flowmotion!

Boosting brand awareness and favourability using tailored Facebook video ads

South Africa’s leading hot chocolate brand boosted ad recall by 33% by using Facebook video ads that were specifically tailored and targeted by age and demographic.

The plan 

Nestlé is aSwiss multinational food and drinks processing conglomerate corporation headquartered in Vevey, Vaud, Switzerland. With hot chocolate striking a particular chord with Sound Africarenowned for its creamy, silky texture, appealing colour and rich taste.

Creating more relevant ads 

Nestlé wanted to test whether ad creative that was tailored to different audiences would drive better results than broadly targeted ads in terms of ad recall, message association and favourability. By getting personal with there audience Nestlé worked alongside mediaagency MetaMedia, digital agency ARC Worldwide and Facebook Creative Shop, Nestlé Hot Chocolate created two campaigns—one with broad targeting and one with demographic targeting.
The broad campaign used to reach and frequency buying to reach South Africans between the ages of 18–44. The demographic campaign was divided into three segments: men between the ages of 18–34, women between the ages of 18–34, and men and women between the ages of 35–44. The campaign used automatic placements to generate optimum results at the lowest average cost.
The next step was creating short videos targeted at each audience, with tailored messaging and themes aimed at men, women and couples. All the content had an overarching theme: that people should make time for the things they love and celebrate with hot chocolate. Following Facebook’s best practices for video, each ad introduced the product immediately and clearly by showing an image of the product and a person sipping Nestlé Hot Chocolate.
The video targeted to women featured a female lead along with this caption: “When you’re juggling a busy schedule, a jam-packed social life, and quality family time, Nestlé Hot Chocolate is always a delicious way to make time.” The video targeted to men featured a male lead, but the caption read: “When smashing the 9–5, getting in the gym workouts and having a jol with your buddies gets a little hectic, make time with Nestlé Hot Chocolate.”

Warming results

Nestlé’s experiment proved that ad creative tailored to specific target groups drove significantly better results than broad targeting. Between June 3–30, 2019, these ads achieved:

• 6-point lift in message association


• 2-point lift in favourability


• 33% lift in ad recall

This blog was originally from Facebook, to learn more about Nestlé's success check out their website and give their hot chocolate a try.

Eckes-granini is a German fruit-juice maker who found success with Social Media video ads andsaw sales increased by 14% amongst customers.
Throughout  Germany and Europe Eckes-granini specialises in producing non-alcoholic fruit drinks to the masses. Its product portfolio includes international premium brands granini and Pago, as well as regional brands, such as hohes C in Germany, Austria, Switzerland and Hungary.

The goal

Eckes-granini wanted to raise awareness and drive sales of its wide range of fruit juices. Grabbing customers’ attention by introducing the granini Selection range, which features fruit juices such as mango, cranberry, pomegranate and passion fruit.

The strategy

The team from granini worked with Facebook Creative Shop to reuse existing TV ads for mobile. Creating 6 separate ads each featuring a different flavour. 
All six ads followed Facebook’s best practices for mobile, with a short, vertical video introducing the brand at the start. The ads were also designed to appeal whether viewers had the sound turned on or off.
The campaign used to reach and frequency buying tools to reach people in Germany between the ages of 18–49 at an optimal frequency. It also ran in parallel with a TV campaign, helping to establish an aligned cross-media plan. Results were measured by a Marketing Mix Evaluator (MME) study from GfK.

The results of social media video ads

A boost for juice, Eckes-granini’s appealing Facebook video campaign reinforced an already strong brand while attracting new customers with a fresh range of exotic fruit juices. Between August 6–September 30, 2018, the campaign achieved:

• 14% lift in offline sales amongst people who saw its ads on Facebook


• 31% lift in in-store sales to new buyers amongst people reached on Facebook


• 2.5 million people reached exclusively on Facebook


• 98% on-target delivery on Facebook for target group 18–49

 
This blog was originally taken from Facebook, to read more blogs like this visit our website.

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. 
 
 
 

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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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. 

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

 
 

Generating brand awareness with help from Facebook video ads.
The iconic scotch whisky Macallan decided to develop a made-for-mobile video campaign throughFacebook’s MobileWorks program, successfully raising awareness with new American audiences and lifted ad recall by 13 points.
Macallan notorious for its widely admired single malt was founded in 1824, it has a reputation built on its outstanding quality whiskey and distinctive taste.In 2018, the brand unveiled its new £140 million distillery and visitor experience on its Scottish Speyside estate. The goal of this brand was simple. Generate brand awareness with new audiences. As part of “Make The Call”, its first-ever global communications campaign, The Macallan wanted to increase brand awareness and establish itself as a desirable choice for discerning young whisky drinkers in the US.

Measuring a phased approach with Brand Lift

Macallan worked with digital agency Zenith Worldwide to develop a two-phase Facebook and Instagram campaign that built on the “Make The Call” campaign film to drive up brand awareness in target markets. The campaign used Facebook Brand Lift to measure the impact of different ad buying strategies and creative approaches to help identify the best strategies for the future.
Phase one, which ran for a total of six weeks in late 2018, The Macallan and Zenith Worldwide tested a hypothesis that using a combination of the brand awareness and video view objectives would be the most effective way of driving incremental brand lift on a large scale, compared to optimising for video views alone. They used a multi-cell brand lift study to compare these approaches side-by-side in campaigns based on video ads and Instant Experiences with video creative adapted from the “Make The Call” film by The Macallan’s in-house team.
The team used interest and demographic targeting for the ads, as well as Custom Audiences based on page and video views and lookalike audiences, to reach its intended growth audience of younger, affluent, brand-savvy whisky drinkers in the US. Reach and frequency buying ensured reliable reach at a predictable cost.
Phase two, which ran for five weeks in early 2019, The Macallan ran a second multi-cell brand lift study, this time comparing near-identical campaigns in terms of optimisation, targeting and buying, but this time using made-for-mobile creative for the video ads and Instant Experience. This meant that The Macallan and Zenith Worldwide could then accurately assess any lift in brand awareness from made-for-mobile video assets.

Applying mobile-first strategies to video

For the second phase of the campaign, The Macallan worked with Facebook Marketing Partner Vidsy through the Facebook MobileWorks programme to develop video ad creative that was specially adapted for the mobile environment, so that it could compare results to the in-house creative used in phase one.
Taking the original “Make The Call” hero video, Vidsy produced several made-for-mobile edits of the video, using proven best practices and formats like vertical video to maximise impact in Stories, Instagram feed and Facebook mobile News Feed.

Gaining recognition

The Macallan’s two-phase campaign ran from November–December 2018 and from February–March 2019. The ad assets created through Facebook’s MobileWorks programme helped it reach a huge audience and boost ad recall, resulting in:

• More than 19 million people reached in USA


• 13-point lift in ad recall with MobileWorks creative


• 56% increase in ad recall with MobileWorks creative