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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This leading global smartphone manufacturer dialled up excitement for its new Galaxy S10 in France with Facebook video ads, which lifted online sales by 13.7%.
Chips with everything
With assembly plants and sales networks in 80 countries, Samsung Electronics is the world’s largest manufacturer of consumer electronics and semiconductors by revenue. It is also the world’s biggest seller of mobile phones and smartphones, and the Galaxy S range is its flagship model, with each new iteration keenly awaited by customers and technology fans.
The Goal
Upselling the Galaxy S10
Samsung wanted to build excitement around the launch of its new Galaxy S10 in France with a campaign in three distinct phases: pre-reveal, pre-launch and launch.
The solution
A slow burn for a hot product
The Facebook campaign for the French launch of Samsung’s front runner Galaxy S10 smartphone was a close collaboration between Samsung, its creative agency Leo Burnett and media agency Starcom, and Facebook Creative Shop. The global campaign video assets were adapted to create impactful, mobile-first creative using square as well as vertical formats. The global creative was also given a local spin to tailor it to the French market and its typical behaviours.
The campaign, which ran across multiple digital channels, was conducted in three phases.
Phase 1: The Tease
Short-form video ads were targeted to a tech-savvy audience of French consumers aged 18–49 in the early stages. Making sure to announce the brand new Galaxy S10 was in the works but holding back on the details to entice the audience. This phase was created to build anticipation and excitement around the product.
Phase 2: The Big Reveal
After several weeks of anticipation, the Galaxy S10 was revealed, with the early focus being on driving sales. Video ads were integral in order to invite viewers to be among the first to own the new bit f tech by reserving the product online.The video ads were targeted to customers who might be considering a phone upgrade, as well as lookalike audiences of purchasers.
Phase 3: Launch Day
At launch, Samsung used all Facebook ad formats, including Instant Experience, to show off the product features and increase awareness. To reach the largest audience, Samsung used automatic placements with reach and frequency buying across Facebook and Instagram Stories.
Read more blogs like this on our website Gather Social.
This online children toy company used Instagram to build a toy empire of young parents who share its unique product, ultimately increasing its end-of-year holiday sales by 2.8X compared to the previous year.
Toys for everyone
Founded in 2017, Milton & Goose sells nontoxic, sustainable, heirloom-quality toys that embody modern aesthetics and that are made in the US with top- quality wood. The company got its start when founder Shari Raymon was unable to find a play kitchen for her one-year-old son that met her high standards.
“To say our business was built on Instagram is not an overstatement. This is how so many of our customers found us. We launched in July 2017 with zero followers and didn’t realise at the time what a big role Instagram would play in the success of the business. It has led us to incredible media exposure, key contacts and retail opportunities."
- Shay Raymond, Founder Milton & Goose
Engaging customers
Since M&G’s products start at $400, few people will buy them on impulse. On average, shoppers interact with the brand four times before they finally make a purchase. Therefore M&G needed to ensure that they are constantly producing engaging content for potential customers to engage with.
Mixing it up
In order to reach more potential customers and ensure that M&G would stay in peoples minds alongside brands people already knew about, Shari turned to Instagram. This platform was ideal for showcasing the brand and what it stands for. Particularly when kids were pictured playing with its child-sized kitchen and furniture Shari found that posts don’t necessarily have to belong short and sweet captions are a simple yet effective way of enticing customers. Shari encourages customers to engage with the brand after their purchases. When M&G ships an order, it drops a card into the package to inspire customers to share photos of there experience with there Instagram followers and tag the brand. This kind of content is great for people to see exactly what it would look like in a home environment creating trust in the brand. When the customers tags their photos with @miltonandgoose, Shari can reshare the photos on the company’s Instagram account which then directly feeds into the website. Instagram has provided broad exposure for M&G, and Shari estimates that about 50% of her customers have discovered the brand via the platform. Instagram has also helped with the following;
- 50% of customers discovered Milton & Goose on Instagram
- 2.8X increase in fourth-quarter holiday sales over the previous year
- 4.6X increase in 2018 Black Friday sales over the previous year
- 38% of unique visitors to website referred by Instagram or Facebook (fourth quarter 2018)
This blog was originally taken from Instagram to lead more at Milton & Goose check out the website or take a look at where it all started there Instagram page.
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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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
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PINKO's website here.
