Using Facebook video ads to draw attention to a Colgate toothpaste relaunch. This leading oral care brand boosted sales of its new Colgate Total toothpaste by 7.1% in the UK after running a mobile-first video campaign across Facebook and Instagram.First marketed in 1873, Colgate is the world’s most popular toothpaste brand. Now part of the Colgate-Palmolive group, whose products are used, trusted and loved every day by millions of people globally. From oral care to personal care, from home care to pet nutrition, Colgate-Palmolive’s goal is to make products that make the world smile.
Boosting sales
Colgate decided to launch a new formula of total toothpaste, advertising the campaign across multiple media channels. Promoting the idea of a healthy mouth and drive sales of the new Colgate Total range.Colgate noticed that health and wellness are big business across Facebook and Instagram especially around yoga, physical fitness and weight training. This made the perfect environment to raise the issue surrounding oral hygiene and the importance of “whole mouth health” enforcing Colgate Total toothpaste as the ideal solution for this.
Smiles all round
Colgate’s agency RedFuse worked with Facebook Creative Shop to create multiple video assets designed for Facebook and Instagram feed and Stories. The ad creative played on the idea of getting “mouth fit”, using a split-screen format to combine the notion of dental hygiene with health and wellness activities such as yoga, daily training and skipping.The creative assets followed Facebook’s best practice guidelines for mobile–using clear branding and messaging within the first few seconds, framed for mobile and designed for sound-off viewing.Broad targeting was used to reach all potential buyers of Colgate Total (male and female, aged 18 and older), while Facebook’s people-based targeting made it possible to target the ads to people interested in health and wellness topics to drive relevancy.An offline sales lift study was commissioned in partnership with data science analysts dunnhumby to understand the effect of the campaign on in-store purchases. The study analysed sales of Colgate Total products, as well as the halo effect on the broader Colgate portfolio.Colgate’s well-planned campaign on Facebook and Instagram helped launch a new version of Colgate Total and established oral health as a part of an effective daily fitness routine. Between July 3–30, 2019, the campaign achieved:
- 7.1% lift in sales for Colgate Total varieties featured
- 1.8X return on ad spend for all Colgate products
- 39% of sales lift driven by new buyers
- 12 million people reached
- 1.3% lift in sales for other Colgate products
This blog post was originally taken from
Facebook.
Read how GANT the international clothing brand boosted their returns on ad spend with a simple three-phase Facebook campaign.
This global fashion retailerbased in Norway with headquarters in Stockholm, Swedenreached a 4.4X return on ad spend in Germany and Austria with a multi-stage Facebook campaign that focused on reaching a broad audience before retargeting ads to likely customers.
Preppy icon
GANT’S mantra is “never stop learning” which stems from the life of its founder Berl Gantmacher originally from Ukraine and arrived in New York City as a teenager before setting up a shirt-making business. GANT enjoys very strong brand awareness in Nordic countries. It wanted to use digital marketing to maintain this strong brand connection with its audience in Germany, Austria and Switzerland as well while boosting sales in a cost-effective manner.
Creating a well- planned journey
Working alongside media agency Precis Digital, GANT focused on three KPIs (key performance indicator): reach, conversions and catalogue sales. The first portion of the campaign focused solidly on reach. GANT directed their attention to ads in order to broaden their audience of men, women 18 and older, living in Germany and Austria.Phase two of the campaign focused on people who had previously engaged with the brand. Facebook pixel helped it find people who had visited the website or made a previous purchase.Finally phase three of the campaign, target ads to people who had looked at products on GANT’s website within the last week. Ad sets were divided into four product categories (men, women, kids/teen and home) also people who viewed or added products to their cart but didn't follow through with purchases. A variety of ads were used, including single image and video ads as well as the carousel and collection formats. All assets were optimised to work on mobile devices as well as desktop. The campaign also used automatic placements to run ads across Facebook and Instagram in the most cost-effective way.
The results
GANT’s campaign running from May 30–June 30, 2019, proved to be well-targeted helping reach a larger demographic while driving sales in a cost-effective way. During this time the campaign achieved a 4.4X lift in return on ads spend and a 52% lift in conversions. Proving that this was a well-tailored campaign. This post was originally taken from
Facebook. Check out
GANT's website for more.
This UK retirement community developer used Facebook real estate ads to increase qualified leads—resulting in 4.3X more sales leads compared to the previous year.
Retiring in comfort
As the UK’s leading developer and manager of retirement communities, McCarthy & Stone has been building award-winning apartments for over 40 years. Established in 1977 and with homes found for more than 50,000 people McCarthy & Stone have resounding success. Property development is the foundation of its business, but as the needs of the homeowners have changed, McCarthy & Stone has created other services to help customers enjoy retirement.
Reaching more retiree
Already seeing success with awareness campaigns on Facebook, McCarthy & Stone wanted to move further along the customer journey and concentrate on generating leads from its ads.
Building the perfect plan
Awear of the reach Facebook ads have in 2017 McCarthy & Stone began experimenting and was able to successfully drive awareness with carousel and photo ads, so the team wanted to turn the focus into driving sales leads. They also wanted to test other ad formats and targeting options to see what worked best.To ensure that it generated leads that would turn into sales McCarthy & Stone decided to target campaigns to men and women living in the UK who were 55 years of age or older. The company also retargeted ads to people who visited its website, since this indicated that they might be interested. Using real estate ads (formerly known as dynamic ads for real estate), the company automatically served up the inventory people had looked at on its website within the ads.
Drawing from previous campaigns
Based on past experience, the company knew what ad creative was most appealing to its customers. McCarthy & Stone ran ads showing photos of the exteriors of its apartments since they drive higher click-through rates than ads with computer-generated images.
Constructing a successful campaign
Using Facebook real estate ads, McCarthy & Stone was able to drive more leads than ever before. Between June–November 2019, it achieved the following results:
- 4.3X more sales lead compared to the previous year
- 2X lower cost per lead for prospecting campaigns using real estate ads
- 2X lower cost per lead for retargeting campaigns using real estate ads
This post was originally from
Facebook. To learn more about McCarthy & Stone visit there
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.
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Chocomel developed video ads for Facebook and Instagram both feed and stories Increasing Brand Awareness. ThisDutch chocolate milk brand lifted ad recall by 36%—a result 2.5X higher than that for ads adapted from TV commercials.
The goal
The goal was simple, make its chocolate milk drink Chocomel stand out in December. The company also wanted to test the effectiveness of video ad creative for mobile News Feed and Stories.
Fun with puns
Every year on December 5 in the Netherlands, there is a tradition of giving chocolate letters to friends and family. In tribute, FrieslandCampina produced special packs of its Chocomel chocolate milk drink. They decided on 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.
Increasing Brand Awareness
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
This blog was originally taken from Facebook, for more blogs like this visit Gather Social.
Learn how ICE increased mobile phone subscriptions with facebook ads. Norway’s third-largest telecom provider boosted mobile subscription sales conversions by 9.1% among people who saw video ads that ran exclusively on Facebook and Instagram keep reading to learn how.
Bringing Norway together
Founded as an internet provider in 2003, ICE added telecommunications to its services in 2015 and is now the third-largest telecom provider in Norway. The company’s goal is to combine outstanding customer service and competitive pricing.
Using Facebook to drive subscriptions
ICE wanted to attract new subscribers at the start of the new school year. It also wanted to better understand what part Facebook might play in its media mix, and how much Facebook can contribute to incremental sales on its own.
Facebook focused
In order to understand the impact of Facebook compared to other channels, ICE and its agency RED Performance decided to create facebook only campaign to measure its progress with a conversion lift test.ICE transformed and optimised its existing ad creative into video ads for Facebook and Instagram with the help of Facebook’s MobileWorks Live creative workshop. These ads adhere to facebooks best practices for mobile video, including short duration, having a big visible logo and using moving elements to grab and hold the attention of its audience, and using vertical and square formats to cater to different stories and feed settings.This campaign was arranged so that it would coincide with the return of school, this is an increasingly important period of the consumer calendar. Facebook IQ shows that there s a noticeable increase in tech spending during this time.ICE's target group was parents of small children, but it wanted to test all the possible demographics on the platform so it targeted ads to a broad audience of people aged 18 and older.
Great phone numbers
ICE’s tactically timed campaign gave sales a boost during the busy back-to-school period and showed the effectiveness of Facebook in reaching new customers. Between July 15–August 19, 2019, the campaign achieved:
- 9.1% lift in mobile subscription sales conversions among people who saw the ads
- 1.9X return on ad spend among ICE‘s core audience
- 38% of incremental conversions came from ICE’s core audience
“Facebook made this campaign super-effective with 42 unique creatives, based on where the customer was in the sales journey. People would always receive the most relevant ad, so if a customer left the shopping cart, they would receive a reminder to complete the order. This feature definitely increased our revenue.”
Read more blogs like this on the blog section of our website
Gather Social
Increasing website clicks with mobile-first Facebook video ads
The European rail pass network increasing website clicks by 7.7X more link clicks from mobile-friendly animated video ads than from photo ads when it compared formats in a Facebook campaign to build awareness and consideration.
The plan
Eurail provides travellers from all over the world the opportunity to experience flexible, borderless train travel in Europe. Every year, its Eurail and Interrail passes are used by more than 600,000 people to explore up to 33 European countries via 250,000 kilometres of interconnected railways.
Attracting website visitors
Eurail wanted to encourage people to use its service by motivating them to visit and explore its website during a traditionally quiet time of year for travel. It also wanted to use this off-promotional opportunity to experiment with new ways of creating mobile-first ad creatives.
Getting creative with a Facebook Marketing Partner
For this experimental campaign, Eurail and digital agency NMPi joined forces with Facebook Marketing Partner Shuttlerock, which specialises in transforming still images into captivating mobile video. Shuttlerock took some of Eurail’s existing image assets and user-generated content, then used animated branded overlays to produce exciting video ad creative. It also created versions optimised for the vertical Instagram Story format. The team then tested the performance of these new ad creative against still photo ads in a Facebook split test.
To run the test, Eurail created Custom Audiences of website visitors and past purchasers, plus a lookalike audience based on similar people. Then, in a series of prospecting and retargeting ads seen across Facebook and Instagram, it showed the photo ads to half of the overall audience and Shuttlerock’s animated video creative to another half of the audience. Facebook Insights allowed Eurail to compare the performance of both ad creative approaches with like-for-like results.
The outcome
Eurail’s January 2019 campaign demonstrated that the animated Shuttlerock ad creative comprehensively outperformed the photo ads across the board. Compared to photo ads, the animated ad creative resulted in:
- 3.2X more landing page views
This blog was originally taken from
Facebook, for more blogs like this visit
Gather Social.
The Austrian sports retailer achieved success with Facebook resulting in a 27X return on ad spend. Using Facebook’s dynamic format and creative options to reach prospective customers with retargeted ads that were automatically adapted to audience interests.
For the love of sport
Part of the worldwide INTERSPORT family, INTERSPORT Austria is the country’s leading retailer for sports clothing and equipment. Serving almost two million customers online and in stores across the country.
Prospecting and targeting with dynamic ads
INTERSPORT Austria has been actively advertising with Facebook for a number of years. In 2019 they joined with experts Bacon & Bold to take their marketing to the next level. Implementing a brand new strategy with a focus on sales. Exploring the use of dynamic ads converting interest into sales. They began to set up a broad product catalogue to populate dynamic ads with suitable products. In order to reach the mass audience, they decided to target both English and German speakers.With Facebooks dynamic creative tool they were able to create ads featuring products
in the carousel and collection formats. Showing images and video of relevant products from the catalogue alongside text.
Success with Facebook
INTERSPORT Austria’s dynamic ad strategy turned in a strong performance. Throughout the first few months of 2020. The business now plans to optimise future campaigns with branded templates. So far, the campaign has achieved:
- More than 1,200 purchases from dynamic ads in one month
- 20X return on ad spend with broad audiences
- 27X return on ad spend with retargeting
This blog was originally taken from
Facebook. For more blogs like this visit our
website. To learn more about INTERSPORT Austria
here.
This German home and furniture shopping portal measured 150,000 incremental sales and a 15% lower cost per click over a two-week period when testing out a consolidated campaign structure by taking advantage of Facebook Conversion Lift.Moebel.de is Germany’s largest furniture and home furnishings shopping portal. Bringing together 250 online shops and inviting customers to search and browse over 3 million products on their site. It truly is a homeware giant.
Campaign structure
The main goal; to improve ad campaign performance and efficiency by challenging whether consolidated campaign structure (one campaign per goal and one ad set per target group) would outperform its usual campaign structure.
Running conversation lift tests
The original structure of the campaign that Moebel.de had been using involved runningseveral campaigns at once with corresponding ad sets. While this approach does yield some success there can be slight overlap across campaigns making it inefficient. In order to accurately compare the effectiveness of this approach against a different campaign structure, Moebel.de ran a Facebook conversion lift test. A lift test involves tracking conversations,including standard and custom events, to understand the true value of your Facebook advertising and how well it performs independent of your other marketing effortsDuring this two-week test, Moebel.de ran ad campaigns in the original campaign structure and in a consolidated structure. To ensure a fair comparison, both campaigns used broad targeting and good-sized budgets give the Facebook algorithm plenty of opportunities to find the right people to deliver ads to, at the right price. In each case, people saw carousel ads, optimised for conversions, across all placements. The ad creative showcased Moebel.de’s partner retailers and encouraged people to click through to their website to explore products lines in more detail. People also saw dynamic ads that were automatically populated with relevant products from the product catalogue.
The results
The test groups were then compared against one another and against a control group of people whom did not see any of the campaign ads, to show the true impact of each campaign structure and allow Moebel.de to identify the best-performing one. The conversion lift study results also provided insights into other advertising challenges—was a result of this campaign, Moebel.de spotted an opportunity to rethink its attribution window selections and try other, potentially more effective options in the future.
Bringing it home
The Facebook conversion lift study helped Moebel.de to not only identify the best approach for future campaign performance but to also increase return on ad spend by 15% over the two-week campaign period:
- 15% lower cost per click with the consolidated campaign structure
- 15% increase in return on ad spend
- 150,000 incremental sales measured with conversion lift study
- Up to 50% decrease in audience overlap
This blog was originally taken from
Facebook, to shop Moebel visit their
website.
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.
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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Social Success for fashion retailer Etam. They gained new customers and a more than 5X return on ad spend with a summer conversion campaign on Facebook and Instagram to promote its bikini range.
Their Story:
Etam is a European high street leader in women’s underwear and swimwear. The brand has over 3,400 outlets in more than 36 countries. Following its first Spanish store opening in 1984, Etam has expanded with franchises across Spain.
Etam wanted to increase awareness of the brand in Spain, as well as boosting sales and gaining new customers.
Solution:
They worked with Elogia Media S.L. on a summertime conversion campaign to promote their bikinis. They showcased highlights of the range in the carousel and collection formats, as well as in dynamic ads, encouraging customers to “Shop now”.
The fashion brand split their audience into 6 distinct ad sets that were created using Facebook Insights from previous campaigns. They also used Custom Audiences and lookalike audiences. The ads were shown to Spanish women aged 18–64 in Facebook News Feed as well as in Instagram feed, Instagram Stories and Audience Network.
Over the 14-day campaign, Etam and Elogia Media S.L. used Facebook Insights to monitor campaign performance and optimise the campaign.
Success on social:
The 14-day campaign lead Etam to achieve high levels of engagement and brought in new customers at a significantly lower cost per acquisition than in previous campaigns. The campaign achieved a44% lower cost per acquisition, compared to previous campaigns as well as 5.2X return on ad spend and 2.7% click-through rate.
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