Facebook

Popular juice drink energised its brand awareness in the UK with a reach and frequency campaign on Facebook and Instagram that reached 26 million people and resulted in a 13-lift in ad recall.
Pretty much everyone has heard of the popular nostalgic juice drink Capri-Sun with many of us enjoying the fruity pouch as children quenching people’s thirst since 1969. Today the range includes sugar-free and flavoured water versions and is enjoyed by people in more than 100 countries around the world.  Capri-Sun wanted to reach wide UK audiences in this campaign and build both brand awareness and product awareness as a result.

Testing ad creative 

Capri-Sun and digital performance agency iProspect Ireland decided on a four-week campaign across Facebook and Instagram to build awareness of the brand, using reach and frequency buying to achieve wide reach with predictable delivery.
The team also wanted to take advantage of the campaign to test different product sizes. All variables across the two cells remained the same, except the ad creative, which were tailored either the 200ml product or the 330ml product. A broad UK audience of people aged 13 and older saw ads that were also specially adapted for Instagram Stories with engaging full-screen vertical video. People were then polled on brand awareness indicators such as ad recall and intent to purchase, and the results between test groups (who saw the ads) and control group (who did not see the ads) were compared.

Get the juice!

Capri-Sun’s engaging September–October 2019 video campaign successfully reached a wide audience of millions in the UK and measured strong recall and awareness:

• 26 million people reached


• 13-point lift in ad recall with best-performing creative


• 2.2-point lift in brand awareness with best-performing creative


• 4.2-point lift in action intent with best-performing creative

This blog was taken from Facebook.
 

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.
 

Identifying best-performing ad creative with Facebook Brand Lift
Irelands most well-known sporting association utilized videos ads in order to spread awareness during the key Championship season. Facebook revealed insights into one of the most effective ad creatives for Instagram Stories. 

Promoting Gaelic games

The Gaelic Athletic Association (GAA) is Ireland’s largest sporting organization, Celebrated as one of the greatest amateur sporting associations in the world. Founded to nurture and promote traditional sports and culture in Ireland. Its annual championship events in hurling and football attract a worldwide audience with sell-out crowds attending every game. Gaelic is an integral part of the Irish consciousness and plays an influential role in Irish society that extends far beyond the basic aim of promoting Gaelic games. 

Strategy 

The GAA’s aim was to promote its online content platform, GAA NOW, which provides match highlights, video clips and archive footage for fans to enjoy. The association asked sports marketing agency Fifty-Three Six to help increase awareness among relevant audiences and drive traffic and engagement on the platform.

Goal 

Fifty-Three Six analyzed GAA’s previous ad activity and noticed that major events attracted attention beyond the traditional GAA audience appealing to a more general sports fan. In addition, it saw that younger, mobile-first audiences were more likely to engage with content on platforms like Instagram. Due to this information the agency decided to devise a summer campaign around the key fixtures that would promote GAA NOW with multiple audience segments in the most engaging ways possible.
Fifty-Three Six and the GAA used interest-based targeting to show video ads to Irish sports fans across Facebook News Feed, Instagram feed, Instagram Stories, Messenger and Audience Network during summer 2018. Because weekends are the peak time for sports fans to engage online, ads shown on Saturdays and Sundays promoted the GAA’s real-time video content from the weekend’s fixtures. People then saw ads featuring match-day highlights early in the week, and ads featuring archive footage and promoting the coming weekend fixtures later in the week.
The team then showed further video ads to lookalike audiences based on people who engaged with ad content or visited the GAA NOW platform, which helped it expand the overall reach of the campaign.
To assess campaign performance and gain even more insights for the future, Fifty-Three Six measured ad recall of the GAA NOW ads and performed a two-cell brand lift study to test and compare customized and non-customised ad creative in Instagram Stories, side by side. Customised Stories ad creative used the 9:16 aspect ratio to provide a full-screen experience with no accompanying copy, while non-customised ads in Stories used the square 1:1 aspect ratio and GAA NOW-related copy under the video.

The highlights 

The GAA’s May–September 2018 campaign generated a strong uptick in overall brand awareness for GAA NOW and revealed its most effective ad creative for Instagram Stories. The campaign achieved:

• 16-point increase in ad recall


• 4X greater engagement, compared to other platforms


• 80% higher click-through rate than the previous year’s campaign


• 4-point higher ad recall with square Instagram Stories ad creative


• 35% more 10-second video views

This blog was originallytaken 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.
 

By optimising Facebook Attribution Gucci managed to learn more about its customers’ purchase path. Discovering that Facebook’s and Instagram’s contribution to online sales was 14X more than originally understood.

In style

Originally founded in 1921 Gucci is now part of the Kering Group, now one of the world’s most respected fashion houses. Under creative director Alessandro Michele, its vision is eclectic, contemporary, romantic, and its products represent the pinnacle of Italian craftsmanship and quality.

Getting a more complete picture

Gucci knew that traditional attribution tools—like last-click attribution and cookie-based measurement—undervalued Facebook and Instagram. It wanted to gain insight into every step of the customer journey so that it could better optimise its ad buying.

Flipping the switch

Given its strong focus on return on ad spend, Gucci wanted a measurement solution that could account for conversion journeys across devices and also measure ad influence beyond last-click. Facebook Attribution offers the ability to connect conversions to media touchpoints across channels, devices and browsers to accurately measure the effectiveness of display advertising.
Working with its media agency iProspect, Gucci implemented Facebook Attribution in the US to measure and track a variety of key performance indicators, such as the return on ad spend for its loyalty campaigns and retargeting.
Over a four-month period, Facebook Attribution helped Gucci easily measure the effectiveness of its ads on Facebook and Instagram, giving it a clear view of its best-performing channels. This subsequently allowed the brand to tailor its campaigns to its customers’ behaviour and provide a strong experience for people who saw the ads.

The perfect fit

Gucci’s adoption of Facebook Attribution gave it important insights into its customers’ path to purchase, allowing it to tweak and refine its media strategy. Running from July 1–October 31, 2019, the campaign showed the true value of Gucci’s efforts on Facebook and Instagram:

• 14X higher attributed revenue from Gucci US online purchases came from Facebook (when measured by Facebook Attribution versus last-click)


• 14X higher return on ad spend on average from retargeting and loyalty online campaigns (when measured by Facebook Attribution versus last-click)


• 9X higher return on ad spend discovered for Gucci US online purchases when using first-touch attribution measurement (versus last-click)

This blog was originally taken from Facebook. 

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.

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

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.”

• 
  

  Gisle Hauge (Social Media Manager,ICE Norge)

  
  

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

 

• 7.7X more link clicks

 

• 78% lower cost per click

 

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 efforts
During 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.

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.

PureGym utilised Facebook’s conversion lift tool to carry out an incrementality study. Resulting in an increase of 1,000 gym subscriptions, continue reading this blog to find out more.

Reinventing the gym 

PureGym is known for offering affordable memberships, with a huge audience of younger people the national brand launched a modern campaign to promote its free-to-use fitness app, 24/7 gym access and contract-free membership packages.
PureGym used Facebook ad campaigns, as they wanted to test the value of its prospecting and retargeting campaigns to understand how they contributed to conversions.

Facebook’s conversion lift

With help from iProspect, PureGym used Facebook’s conversion lift feature to run a multi-cell incrementality study of its typical prospecting and retargeting ad activity on Facebook.
PureGym’s campaigns reached both new and existing audiences usually use Facebook and Instagram ads optimised for conversions, with a roughly 60/40 budget split between the platforms.
To measure incremental lift as a result of these campaigns, PureGym and iProspect reduced the retargeting budget by 75% for a monthlong campaign and set up a control group of people who would not be exposed to the ads.
To ensure that the study measured business-as-usual conditions, PureGym opted to keep its ad creative consistent and used its standard link ads for this campaign.

The success

The conversion lift study helped PureGym establish the true value of its Facebook ad activity and allocate its budget more effectively to get the best results. The July 2019 study identified:

• More than 1,000 incremental gym subscriptions in one month


• £29,000 in incremental sales


• 6.9% lift in conversions

This blog was originally adapted fromFacebook to read more just like it check out our blogs page. If you are interested in using Facebook videos ads to boost your campaign contact us here and we will arrange a FREE virtual workshop. 
 

The Swedish cider brand enjoyed a 5.2X return on ad spend, thanks to an eye-catching video ad campaign on Facebook.

The ultimatein cider

Rekorderlig is a fruit cider first brewed in Sweden in 1996 using spring water from Vimmerby. Made from the purest Swedish spring water, this is a unique flavour combination. Serve over ice with mint leaves or strawberries and a wedge of lime for a fresh, zesty experience. 4% ABV. The brand is now part of the global company Molson Coors, which owns and operates breweries across the UK. Rekorderlig is still made in Sweden.

Increasing sales and awareness

Rekorderlig wanted to promote its premium Botanicals and core range, and also measure the effectiveness of Facebook as a media channel to generate in-store sales. At the same time, it was looking to generate buzz for its Rekorder-land concept and pop-up multi-sensory bar in London.

Vivid video you can almost taste

Rekorderlig decided to create a campaign to capture attention with striking visuals, introduce the Rekorder-land creative concept and, most importantly, showcase the full Botanicals and core range in a way that was tailored to Facebook.
To achieve maximum exposure for the campaign among a cider category audience aged 18–44, Rekorderlig’s media buyer Zenith/Performics used Facebook’s reach and frequency buying system. This ensured a massive part of the target audience saw the campaign at a controlled frequency to influence purchase intent.
The campaign used vertical video to make the most of the available screen space in Facebook and Instagram News Feed, and Instagram Stories. The videos were created in partnership with creative agency Havas London.
The videos introduced the Rekorder-land concept—a visual representation of the ethos behind the “Beautifully Swedish” brand—inspired by Swedish heritage, style and the natural beauty of the country.
Rekorder-land mixes different concepts: the spirit of collaboration, fusing of ideas, modern Scandinavian aesthetic and design, and a steadfast commitment to the craft. It was brought to life through vivid videos—created entirely in CGI—which showed abstract depictions of fruit and botanical flavours against a backdrop of crisp landscapes and shimmering soundscapes.
From flowing rivers and cascading waterfalls of rhubarb, lemon and mint, to a giant, peach-like orb surrounded by clouds of basil as it submerges into an icy sea, the videos also represented the fusion of flavours within each of the Botanicals range.
The Dunnhumby sales impact study was used to measure the incremental in-store sales generated by this campaign.

Refreshingly impressive

Rekorderlig’s visually arresting Facebook campaign helped establish its new Botanicals range of ciders in the UK and attracted many new customers to the brand. Measured by a Dunnhumby sales impact study, the campaign achieved the following between May 27–June 30, 2019:

• 5.2X return on ad spend


• 28% increase in sales of Rekorderlig products in households exposed to the campaign


• 97% of sales lift driven by customers who had not purchased Rekorderlig in the previous 52 weeks


• 17 million people reached by the campaign

Schwip Schwap, by the soft drinks giant PepsiCo. A sparkling cocktail of orange and cola, an iconic treat in German-speaking Europe. PepsiCo ran social media video ads campaign achieving TV- scale results including a 14% lift in sales.

“Instagram and Facebook provided a strong sales uplift and exceeded our expectations. In a still-efficient way while outperforming our average return on investment benchmarks. The outcome proved that we’re on the right path. Evolving our media mix further from a very classic TV-centric model to a more multi-dimensional perspective, in which we increase the importance of digital even more.”
BENT BÖER, digital marketing manager, PepsiCo

Making a soft drink sparkle

For its reach and frequency campaign across Instagram and Facebook, Schwip Schwap created a series of short, mobile-optimised video ads for a digital-only campaign.
Using automatic placements, the video ads ran in Instagram feed and Stories, Facebook News Feed and Stories, Marketplace, and as in-stream video. Overall, the ad placement split was 62/38 in favour of Instagram.
The vertical-format videos were designed to catch the eye of a young target audience, using bright colours and images showing people having fun while enjoying the product.

Social media video success

The campaign proved that Instagram and Facebook alone, without any parallel TV activity, can drive significant sales and higher-than-normal return on ad spend, particularly among a young, mobile-first target audience.
Running between July 2–August 26, 2019, the campaign achieved:

• 14% lift in sales among people reached (compared with a general TV sales lift benchmark of 6%)


• 17.1 million people reached


• 91% targeting accuracy among adults aged 18–54


• 1.5X annualised return on investment (exceeding PepsiCo’s internal benchmarks)

How important is social media today, next week, next month & next year for your business?  At Gather Social, we work with businesses of all sizes. The one common theme we have seen across our client portfolio is the craziness of analytics. That's why on Thursday 30th April 2020, 11:00 – 12:00 BST we will be hosting a webinar. During this 1 hour period, we will examine some real-time data which supports the changing nature of the world amid the COVID-19 pandemic.  Analysing both internal and external data, we will discuss the power of social media and why it should be your go-to marketing vehicle, during and post-pandemic.  Topics to be covered during the webinar:

• Global communication data
• Growth in social media usage
• Changes in content consumption
• The importance of building your brand
• Underpriced attention
• Data collection and reduction in advertising costs
• The opportunity

After discussing these topics the webinar will summarise what we have learned about human communication, and what trends may be here to stay you will be free to ask any questions you like.   Look forward to seeing you on the webinar! You can book your FREE ticket here. Check out our website and book your very own FREE social media workshop.  

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!

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.
 
Enjoyed this read? Read more of ourblog posts to succeed on social! Check out their website here.