Mobile brand Freenet FUNK boosted incremental activated purchases by 47% in Germany with an Instagram campaign that engaged its young phone addicted target market.
Happy customers lead app-y lives
The Freenet group is revolutionising the mobile industry in Germany with an app-led approach that offers flexibility to customers who can choose exactly what they want from their mobile phones on a daily basis.
“Our ads achieved an incredibly high direct response and ideally matched the attractive product. The campaign was so successful that the planned number of SIM cards for the whole of 2019 was delivered after just 6 weeks."
- Martin Theinert, Team lead display & social platforms, Freenet FUNK.
Max growth Min time
Due to reduction of mobile tariff to its essentials: information, ordering, payment and customer service and made it all controllable via a single app, Freenet FUNK wanted to raise awareness of its unique offering, encourage app installs and fundamentally attract new customers.
Eye-catching ads encourage tapping
The campaign strategy was to develop simple and direct ads to highlight Freenet FUNK’s unique app-based mobile offering. Simple. Created in close cooperation with Facebook, the campaign was targeted to a young tech-savvy demographic who use social networks regularly.The ads were designed to entice the young target market with a clear and concise message that explained Freenet FUNKs unique service proposition. Running in Germany between May 8th - June 4th 2019 the campaign reached 3.5 million potential customers and managed to achieve;
- 47% incremental activated purchases
- 50% incremental app instals
- 8.5%- point increase in brand awareness
- 19%.7- point rise in ad recall
This blog was originally taken from Instagram to read more about Freenet FUNK’s success visit their website.
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.
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.
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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Gelato Factory is a self- nail art brand which offers trendy nail sticker designs. They decided toutilised online platforms such as Instagram increasing sales and expanding into the Japanese market. Resulting in return on ad spend.In Japan, social media is used to promote a brands message to the masses. By collaboration with online creators and brands are able to advertise their message and boost both brand awareness and conversation rates. Branded content ads are highly effective therefore Gelato Factory decided to use this to optimize its ad campaigns and as a result lower its costs.
The goal
The goal was to expand into the Japanese market using localised ad content and therefore improve the brand's credibility by collaborating with local and influential content creators who have a huge following of potential customers.
Working with social media influencers
Gelato Factory decided on products they were going to focus on during this online campaign, creating online photo and video ads. Creators would then post this content to their following allowing them to reach a whole new demographic of people. Gelato Factory had previously found localising content for new markets could be tricky. However, by utilising branded content ads in partnership with local creators, it was able to successfully reach a local audience.This resulted in Gelato factors accurately capturing and analysing the results of the campaign with Facebook's marketing science team resulting in the following:
Social media success
The branded content ads gave tangible results, showing that Instagram is indeed an effective cross- border tool to reach people. This campaign ran from December 23, 2019–January 6, 2020, and resulted in:
- 20% increase in return on ad spend
- 29% decrease in cost per purchase
- 27% decrease in cost per person reached
This blog was originally taken from Instagram, to read more blogs like this visit our website.