marketing

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.
 

Furnishing sales and awareness with targeted Facebook video ads
Favi the web-based platform for all things home furnishing used targeted video sand carousel ads to increase sales and raise brand awareness- reaching an average of 6000,000 potential customers every day.
Theone-stop furniture shop, combining furniture and decorations from verified retail stores all in one easily accessible place.Czech-based Favi is soon becoming a household name fro household items based on its quality furnishings, quickly and efficiently.
To achieve its goal of becoming the biggest name in home decor, Favi wanted to boost brand awareness, drive traffic to its website and increase online sales and conversions.
By using captivating ad creative to drive traffic towards the website in order to boost sales. Though it used multiple Facebook ad formats, video and carousel ads were the most successful. Video proved to be the perfect way to introduce the brand and its premise quickly and succinctly, while carousel ads—which can display up to 10 different product images or videos in one place—showcased Favi’s wide range of furnishing and design accessories.
In order to reach as many people in the Czech Republic as possible, Favi used Facebook’s precise targeting tools, including Custom Audiences and Lookalike Audiences. Custom Audiences are built from existing company databases, such as email or newsletter lists, while Lookalike Audiences are entirely new audiences made up of people who share similarities and interests with that core audience.
Favi also added dynamic ads to the mix—which display items from your product catalogue to people who have already expressed interest in your brand—Favi made sure it was advertising the right products to the right people: a wide audience of both established and prospective customers.
The mix of attention-grabbing carousel and video ads with robust audience-building and dynamic retargeting, Favi nearly tripled the amount of website traffic it received from Facebook. Between May–July 2017, the campaign achieved:

• 2.6X increase in website traffic from Facebook


• 2.1X increase in people reached


• 600,000 people reached every day

 

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.
 

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.

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