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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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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How Washmen achieved Social Success. The UAE’s leading app-based laundry service ran a Facebook mobile app ad campaign to increase installs and video ads to increase brand awareness, in just 7 months they achieved a 3X increase in weekly signups.
Clean and Simple:
Washmen a laundry app business in the UAE and one of the region’s fastest-growing tech companies, with more than 40% growth month-over-month. The eccentric brand’s mission is to make laundry easy by offering a seamless service.
Fluff and Fold:
They wanted to expand by encouraging people who signed up to go on to make purchases within the app.
One Load at A Time:
Washmen first launched a campaign to increase the number of people who signed up to use the app and purchased through it—and a video ad campaign focused on getting the maximum number of views to drive brand awareness.
Washmen created a series of 6- to 7-second video ads, which were shot on low-end cameras to achieve a natural look and feel. The ads used thumbnails showing UAE roads to make them resonate with people living in the region, it had the tagline “All Your Weekly Laundry For The Price of a Drink”—along with an emoji to make the ads feel more personal and relatable in News Feed.
To make the most efficient use of the campaign budget, the team used automatic placements to run the ads across Facebook, Instagram and the wider Audience Network, prioritising Facebook News Feed and in-stream video, as well as ads in Instagram Stories.
The business created Custom Audiences of its existing customers to reach its target audience- The UAE. These helped Washmen reach new customers based on traits shared with its most active existing customers.
They monitored the ads through Audience Insights to learn which ads produced the highest return on ad spend and find out where the campaign could be improved. When the ads reached 10,000 impressions, Washmen either pulled the ads or heavily promoted them, based on their performance. After 3 months of testing, Washmen had an accurate picture of which ads were working best with the target audience.
Wash, Dry, Fold, Repeat:
Washmen increased app installs, found new high-value customers and successfully boosted online sales. Running for 7 months from November 2017–May 2018, the campaign achieved a3X increase in weekly signups as well as a 2X Increase in sales and a 3.5X increase in the number of monthly signups using the app for the first time.
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People spent 2.9X more times on the Nestlé website compared to other campaigns when the food and beverage giant created a bot for Messenger that kept its brands at the top of people’s minds during Ramadan.
Raising brand engagement at Ramadan.
Founded in Switzerland in 1866, Nestlé has grown to include more than 2,000 well-known brands, it’s Middle Eastern portfolio includes household names like Maggi, KitKat, Nespresso and Nestlé Dolce Gusto.With the knowledge that food and beverage are at the top of people’s minds during Ramadan, Nestlé wanted to raise awareness of its brands during the holy month, whilst at the same time gaining insight about the people it was reaching. Nestlé created a bot for Messenger to help people with their needs during the busy Ramadan period. Suggesting helpful products and providing useful information, the bot could keep Nestlé and its brands in people’s daily conversations and drive them towards choosing Nestlé products out of convenience.
Feeding Awareness
Given that conversation about food increase by 25% during Ramadan, this helped Nestle drive consumers towards their brands with daily food notifications. As Nestlé’s portfolio includes brands across all consumer product groups, the bot could easily suggest relevant ideas and products. If the bot was asked about what to prepare for Iftar (the evening meal), Suhoor (the morning meal) or snacks, it could direct people to its various brands like Maggi or KitKat. As Nestlé knew that online sales increase by 35% during Ramadan, the bot was also well-equipped to make gift suggestions from Nespresso and Nestlé Dolce Gusto. People could also share a basic customised greeting card with their friends on Messenger by using the bot, increasing engagement with both brand and bot.
Insight
83% of people in the region celebrate Ramadan, the campaign would have widespread reach across gender, age and nationality. Developed in the UAE, the campaign also ran in Saudi Arabia, Kuwait, Bahrain, Qatar and Oman. The bot communicated in English or Arabic based on a person’s location. There were five categories for people to ask questions within: food ideas, general information about Ramadan, health and wellness, entertainment and gift ideas.The bot for Messenger helped drive awareness of its brands during Ramadan by offering suggestions. Running from May 15–June 5, 2019, the campaign achieved2.9X increase in time spent on the Nestlé website compared to traffic from usual Facebook campaigns. Not only did 35% of people interact with the bot during more than one session but also 30% of people who interacted with the bot subscribed to the recipe section.The bot for Messenger also captured basic first-party data, which allowed Nestle to better reach its consumers in future campaigns.Enjoyed this? Want to know more about how you can succeed on social? Read more on our
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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
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