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.
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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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Facebook launched its new in-app camera with a video and carousel ad campaign. This inspired people to try it, as a result, there was 8.8% lift in daily camera captures.
Closer together-
Founded in 2004, Facebook’s mission is to give people the power to build community and bring the world closer together. People use Facebook to stay connected with friends and family. They also discover what’s going on in the world and share what matters to them.
Increasing product awareness
Facebook wanted to inspire people to try its new in-app camera with a campaign that championed its latest features.
Snapping up moments
Facebook's new in-app camera brought with it a new suite of tools including masks, frames, stories and direct sharing. The camera offered a more fun way of sharing and connecting on the Facebook platform. To champion this major product improvement, Facebook created a film campaign around the call to action: “Let your camera do the talking.”
A 60-second manifesto film went to various publication partners as a press asset. Next, Facebook repurposed the footage into 11 shorter-form video snippets and used them to build a wide range of creative assets. Some were simple moments of human connection through the camera, like a video of a blown kiss with a “Miss you” camera overlay sent from a girlfriend to her faraway boyfriend. Some became harder-working educational assets, like a video carousel with units that communicated all the ways people can share through the new camera—on News Feed, Stories and most importantly directly between people.
Facebook ran all the ads in mobile News Feed, with a call to action in the post copy to “swipe right,” which opened the camera. Of all the people who viewed the ads, a statistically high number swiped to enter the app, and then went on to try it.
Picture-perfect results
The results of this campaign were based on reporting data from Facebook Ads Manager. It also showed an 8.8%lift in daily camera captures and reached over 147 million people!
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Find out how this popular UK online fashion store Never Fully Dressed reached new international audiences and proved that they could translate into conversions when it used broad audience targeting with Facebook dynamic ads and video ads, increasing sales by 3.4X.
What’s the story?
Lucy, founder of Never Fully Dressed started the brand in 2009, selling her clothes at London’s trendy Portobello and Spitalfields markets. Today, it has grown to become the one-stop online shop for sophisticated wardrobe staples in fresh prints and on-trend palettes. The brand’s recent partnership with TV’sMade In Chelsea has catapulted the brand even further into the public eye.
Aiming for international growth, Never Fully Dressed wanted to increase online sales and win new customers outside of the UK.
Brandog Digital stepped in to help Never Fully Dressed come up with a powerful campaign strategy for reaching customers around the world. Never Fully Dressed had previously tested ads in single countries, but now wanted to explore new ways to reach its goals, so Brandog Digital proposed grouping audiences across multiple countries instead.
Never Fully Dressed used broad audience targeting for prospecting, as well as lookalike audiences based on its top customers. It focused on Europe (excluding the UK), North America, Australia, UAE, Hong Kong, Singapore, South Africa and Mexico for this campaign.
People were shown dynamic ads featuring relevant products in carousel format and further video ads across Facebook News Feed, Instagram feed, Instagram Stories and Audience Network. The best-performing ad creative in UK campaigns were surprisingly also the strongest for international audiences—suggesting that in this brand’s case, visual trends translated globally, rather than being localised to a single country.
Never Fully Dressed Results
During the 3-month March–June 2019 campaign, Never Fully Dressed introduced its products to a worldwide audience and drove strong sales as a result:
- 2.5X more people reached, compared to previous campaigns
Enjoyed this? Why not read howStandard Bank South Africafound success withsocial media. Read the full case study here.
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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Find out howan accommodation platform for students doubled customer enquiries when it used Facebook dynamic ads for real estate and carefully segmented Custom Audiences to reach relevant people at the right time in their customer journey.
There’s no place like home
When Niels van Deuren was studying in Singapore for an exchange semester, he struggled to find short-term housing and sublet his apartment at home. This experience inspired him to create HousingAnywhere, which allows students to safely and easily advertise, find and book short-term lets. The platform has grown quickly since its launch in 2010 and today, HousingAnywhere partners with over 180 universities and lists accommodation in over 400 cities worldwide.
With sights set on growth, HousingAnywhere wanted to find new customers and increase bookings and revenues without significantly increasing ad spend.
How did they achieve social success?
HousingAnywhere asked agency Sell Through Digital to help bring in the best possible results in a cost-effective way. They started by creating audiences for retargeting based on different stages of the customer journey by using specific conversion events, such as: viewing a property page but not viewing a room page; viewing a room page but not contacting the landlord, and contacting the landlord but not completing an enquiry. They then created city-specific Custom Audiences in Vienna, Berlin, Brussels and Amsterdam.
They then tailored different ad creative to each audience’s location and purchase stage to make sure that they were seeing the most relevant ads to them. Facebook’s dynamic ads for real estate were identified as the best ad type for this campaign because they allow advertisers to automatically generate photo and carousel format ads showing real-time availability of relevant listings, based on what people had already searched and viewed.
HousingAnywhere also looked for potential customers by targeting ads to people aged 18–25 in selected countries and also used international and multi-country lookalike audiences to find people similar to its existing customers. These ads typically used a “Learn More” call to action, while the retargeted ads used “Book Now” to create a sense of urgency. The ads were seen across multiple platforms including; Facebook, Instagram and Stories.
Did they achieve social success?
Between August 2018–May 2019, HousingAnywhere’s carefully targeted campaigns delivered over 1,000 enquiries per month and more than doubled customer enquiries—without increasing its ad spend. Amazing results!
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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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