facebook offers & mobile newsfeed retailer case study

1
Large retail client looking to promote sale using multiple Facebook ad opportunities specifically the Facebook Offers product in the Mobile space APPROACH Performance Case Study OFFERS Promote sale using new Facebook offers product Segment Newsfeed (Desktop and Mobile) placements from ‘All’ placement category Use Facebook Marketplace and Premium ads to magnify brand presence on multiple placements in the Facebook ad space Create Offer post on client Timeline to encourage organic awareness to Fans and Non-Fans GOALS Drive offer claims Magnify offer awareness Gain Facebook placement insights to apply to upcoming Facebook initiatives STRATEGY Test new Newsfeed Mobile and Desktop placements. Use ‘All’ placement category to determine efficacy of placement targeting breakouts Target Fans, Friends of Connections, and Non-Fans to test engagement and offer claim rate across multiple connections targets Aggressively optimize ads on placement, age, gender and connection to maximize cost effectiveness RESULTS Marketplace Page Post Offer ads drove 27% of total Offers claimed (13,267) Mobile Newsfeed placements accounted for 39.4% of total Offers claimed at a 4.4x greater Offer Claim Rate than Desktop Newsfeed Mobile Newsfeed placements saw a 48% decrease in Cost per Offer over Desktop Newsfeed placements Additional 10,889 Page Engagements were recorded resulting in a $0.91 avg. Cost per Engagement 26% of Budget was allocated to Mobile Newsfeed, but the placements accounted for 39.4% of total Offer Claims Mobile Newsfeed placements had an Offer Claim rate 24x ‘All’ Placement breakout and 3x Desktop Newsfeed 45% of North America users “Like” a brand to receive discounts or special offers* *Digital Coupons Rival Print Counterparts in Effectiveness, EMarketer, April 18 2012 Fans were cheaper to reach per Offer Claim, but there was only a 2% lift in Offer Claim rate for Fans vs. Non-Fans

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Page 1: Facebook Offers & Mobile Newsfeed Retailer Case Study

Large retail client looking to promote sale using

multiple Facebook ad opportunities – specifically

the Facebook Offers product in the Mobile space

APPROACH

Performance Case Study OFFERS

Promote sale using new Facebook offers product

Segment Newsfeed (Desktop and Mobile) placements

from ‘All’ placement category

Use Facebook Marketplace and Premium ads to

magnify brand presence on multiple placements in

the Facebook ad space

Create Offer post on client Timeline to encourage

organic awareness to Fans and Non-Fans

GOALS

Drive offer claims

Magnify offer awareness

Gain Facebook placement insights to apply to

upcoming Facebook initiatives

STRATEGY

Test new Newsfeed Mobile and Desktop placements.

Use ‘All’ placement category to determine efficacy of

placement targeting breakouts

Target Fans, Friends of Connections, and Non-Fans to

test engagement and offer claim rate across multiple

connections targets

Aggressively optimize ads on placement, age, gender

and connection to maximize cost effectiveness

RESULTS

Marketplace Page Post Offer ads drove 27% of total

Offers claimed (13,267)

Mobile Newsfeed placements accounted for 39.4% of

total Offers claimed at a 4.4x greater Offer Claim Rate

than Desktop Newsfeed

Mobile Newsfeed placements saw a 48% decrease in

Cost per Offer over Desktop Newsfeed placements

Additional 10,889 Page Engagements were recorded

resulting in a $0.91 avg. Cost per Engagement

26% of Budget was allocated to Mobile Newsfeed, but the

placements accounted for 39.4% of total Offer Claims

Mobile Newsfeed placements had an Offer Claim rate 24x

‘All’ Placement breakout and 3x Desktop Newsfeed

45% of North America users “Like” a

brand to receive discounts or special

offers*

*Digital Coupons Rival Print Counterparts in Effectiveness, EMarketer, April 18 2012

Fans were cheaper to reach per Offer Claim, but there was

only a 2% lift in Offer Claim rate for Fans vs. Non-Fans