facebook marketing for a mobile world (h1 2016)

for business

Marketing Strategy in a mobile world

Kisson Lin, Greater China SMB team

Facebook | Instagram

for business

AGENDA

Trend

From Desktop to Mobile, from Mobile to Cross-Device The Right Time, The Right People, The Right Content

Strategy

Conversion Funnel: Discovery Acquisition Conversion/ Retention /

Campaign elements: Objective Targeting Bidding Creatives :

Cases

General Creatives Best Practices Media Plans for each industry

From desktop to mobile

4.074.26

4.434.59 4.74

1.571.86

2.102.32

2.53

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

5.00

2014 2015 2016 2017 2018

Billion

s

Mobile&SmartphoneUsers,Worldwide,2014-2018

Mobilephoneusers Smartphoneusers

Mobile and smartphone users continue to grow

Source: eMarketer, April 2016.

30.4%

44.2%

54.9%61.9%

66.7%

8.3%13.7%

18.9%23.1%

26.8%

2014 2015 2016 2017 2018

MobileAdSpendShareofDigital&TotalMedia,Worldwide,2014-2018

Mobileadspending(%oftotaldigitaladspending)Mobileadspending(%oftotalmediaadspending)

While Mobile Ad Spend will continue to gain share

Source: eMarketer, Mar 2016.

From mobile to cross-device

Millward Brown AdReaction 2014

53% 47%

1

65% 2

41% 2

40%

1 Facebook Millward Brown 2014 6 2 Facebook GfK 2013 12

The Right Time, The Right People, The Right Content

The Right Time

1in5minutes in mobile

time spent

1/5

Source: US Mobile Total Monthly Minutes, comScore, Sep 2014

Facebook FacebookFacebook

0%

10%

20%

30%

40%

50%

60%

70%

Early Morning Late Morning Lunch time Afternoon Early evening Late evening

Facebook TV Newspaper Magazine

The One

Facebook in Global

Source: Based on Facebook data, March 2016.

people use Facebook every month

or 66% of monthly active people return every day

1.65B 1.09B

Facebook in Hong Kong


people use Facebook every month

or 73% of monthly active people return every day

>4.9M >3.6M

Facebook in

Source: Based on Facebook data, March 2016. * Percentage of Internet users calculated with data from eMarketer, February 2016.

Hong Kong

4.9M people

89% of Internet users*

=

Facebook in Taiwan


>72%

>18M >13M

Facebook in

Source: Based on Facebook data, March 2016. * Percentage of Internet users calculated with data from eMarketer, February 2016.

Taiwan

18M

95% *

=

The Power of Facebook Targeting

Unparalleled reach and

engagement

Largest set of consumer data

Real people (instead of

proxies)

Source: Nielsen OCR, August 2013

92%The average Facebook reach for broadly targeted campaigns is Facebook accurate

78%The average online reach for narrowly targeted campaigns is

accurate

Reaching Real People with Accuracy

The Right Content

People have more control than ever before

Most people would use mobile devices while watching TV; Research shows that when using smart phones, peoples concentration is 82% higher, and their

chances of being distracted is 79% lower;

82%79% Facebook ads has 2X effectiveness than TV ads, and 4X higher reach rate; Facebook Facebook increasesTV ads incremental reach by 8% especially for those who seldom watch TV; Facebook8%

http://insights.fb.com/2015/12/08/priming-across-screens/

1.7 seconds

On average, people consume each piece of content on Facebook mobile feed for 1.7 seconds

Facebook 1.7

Young people have higher expectations for brands

72%expect brand content to be entertaining

56%would share brand content

if it was interesting

Source: Coming of Age on Screens, by Crowd DNA (study commissioned by Facebook), April-May 2014. Survey of 11, 165 young people, age 13-24, in 13 countries

Brands can make businesses personal again

75%year over year video growth*

4Bvideo views on Facebook

daily** Facebook

Source: *Facebook Internal Data, November 2014; **Facebook Internal Data, March 2014

Within 5 hours people consume

7hrsof content

Source: Millward Brown Digital 2014 AdReaction Multiscreen US Report

Instagram in Hong Kong


Monthly Actives

2.1M

Instagram in Taiwan


3.9M

Source: Instagram internal data, November 2014

70Mphotos contributed on Instagram

daily Instagram

2.5Bphotos liked every day on

Instagram Instagram

https://lookaside.fbsbx.com/file/Instagram%20Business%20Strategy%20One%20Sheeter.pdf?token=AWwVxVhj35eb-inW7IcewnbRHJAZO01kzQgbgAZj05zCwTDKnbpyXdzIHs6d0p8CNn0cGdxpPEb9ETjIXQDSlfa8rKNmBDkekrfYu20SxIDvIish1qDpfWpfevk79lZWLEtWUtBb1NfHxFEBfvNPllRr

Cinemagraphs on Instagram X Autoplay for branding

+ Facebook carousel to drive

conversion

HACK: STORYTELLING

Video

+ Carousel

HACK: STORYTELLING

3D X Autoplay

HACK: STORYTELLING

Disclaimer: Misusing alcohol can damage your health, to be consumed in moderation

Carousel to showcase various creatives

HACK: STORYTELLING

Ad sequencing Bringing precision to story telling

Media Strategy

Conversion Funnel

Conversion -> Retention

Acquisition

Discovery

Campaign

Ads

Ad Set

Campaign

Website Conversions

Target X Target Y

Creative B News Feed

Creative A News Feed

Creative A RHS

Creative C RHS

Creative B RHS

Creative B News Feed

Creative A News Feed

Creative A RHS

Creative C RHS

Creative B RHS

DISCOVERY

Brand story works better than continuous hard-selling

Facebook Adaptly Refinery29 2014 2

Website Traffic

Brand awareness

Conversion

vs

Continuous same CTA CTA Sequential CTA CTA

Conversion

Conversion

Conversion

+50% Lift in subscription rate

Brand Awareness

Brand Awareness

Video Views

Local Awareness

Objective

Targeting

Bidding

Creatives

The vast majority of people who purchase your products will do so without clicking on your ads1; studies show that more than 90% of offline sales come from people

who dont interact with ads during the campaign2.

*Source: 1Datalogix ROI study, Oct 2012; 2Facebook Telco Outcome Measurement, Mar 2013.

Today, marketers who attempt to optimize their advertising campaigns solely around click are assigning no

value to the 84 percent of Internet users who dont click on an ad.

10% of the clickiest people on Facebook in the US are 4.2x more expensive to reach than the bottom 50%, for no other reason than they click on ads.

60% (on Facebook, on a cost-per-basis)

-

100

200

300

400

500

Campaign 1 Campaign 2 Campaign 3 Campaign 4 Campaign 5 Campaign 6

( ) ( )

Page Post Engagement Brand Awareness

+72% +22% +106%

+64%

+38% +56%

Source: Internal analysis using test vs. control polls of 6 campaigns with budget and audience split evenly between Page Post Engagement optimization & Brand Awareness optimization, Aug & Sept, 2015

How the math works:

Total number of people who saw

campaign

Lift in Ad Recall (test vs. control)

Estimated number of people

recalling ad

(th

ou

san

ds

of

peo

ple

)

1.

A successful brand awareness campaign has many factors

Reach Attention Message Quality Brand Awareness (Measured by ad recall)

(Other Factors)

Number of people reached per dollar spent

Amount of time people spend looking at ads relative to average ad

Brand linkage, persuasion,

memorability, etc

Existing brand attributes, priming, product usage, etc

Measured in terms of total number of people

recalling the ad per dollar spent

x x x =

x x x =

Objective

Targeting

Bidding

Creatives

Brand Awareness

Brand Awareness

Video Views

Local Awareness

Share a purpose-driven message, highlighting your brand

Remarket to people who viewed your video with a benefit-driven message

Audience created of people who viewed your video

Mock video ad the end screen

with a call to action on it

Share another benefit related to your product and invite people to interact further through a call-to-action

2.

Objective

Targeting

Bidding

Creatives

Brand Awareness

Brand Awareness

Video Views

Local Awareness

Brand Awareness

Brand Awareness

Video Views

Local Awareness

Objective

Targeting

Bidding

Creatives

Call Now

Newsfeed

Brand Awareness

Brand Awareness

Video Views

Local Awareness

Objective

Targeting

Bidding

Creatives

Send Message

Messenger

Brand Awareness

Brand Awareness

Video Views

Local Awareness

Objective

Targeting

Bidding

Creatives

Get direction

Get Direction

Newsfeed

Brand Awareness

Brand Awareness

Video Views

Local Awareness

Objective

Targeting

Bidding

Creatives

Age and gender

Interested in basketball

New device owners

Android phone user

Newly wed

Engaged gamer

Core

Objective

Targeting

Bidding

Creatives

Brand Awareness

Optimise for reach Optimise for Brand Awareness

Objective

Targeting

Bidding

Creatives

oCPM

CPV

Daily Reach

Video Views

Objective

Targeting

Bidding

Creatives

Reach & Frequency

: 1 30 heads up: 90 ) : 30: 20: CPM : / / Instagram : 6

Objective

Targeting

Bidding

Creatives

Video Autoplay

Objective

Targeting

Bidding

Creatives

Cinemagraph

SponsoredTIME

TIME's new cover: Never Offline.The Apple Watch is just the start. How wearable tech will change your lifelike it or not. http://ti.me/1qiDf9Q

Objective

Targeting

Bidding

Creatives

ACQUISION

Acquisition Website Clicks

App Installs

Lead Generation

Objective

Targeting

Bidding

Creatives

3-5


App Installs

Lead Generation

Objective

Targeting

Bidding

Creatives

Facebook & SDK https://www.dropbox.com/s/r7zjslqeyq3gexg/MAIA%20Registration%20Flow_Chi_tranditional.pptx?dl=0

1. oCPM CPA2.3. App Facebook SDK, facebook


App Installs

Lead Generation

Objective

Targeting

Bidding

Creatives


App Installs

Lead Generation

Objective

Targeting

Bidding

Creatives


App Installs

Lead Generation

CRM API

Facebook

Facebook

Objective

Targeting

Bidding

Creatives


App Installs

Lead Generation

Objective

Targeting

Bidding

Creatives

Demographics

Interests

Lookalike Top 1%

Lookalike Top 10%

Mobile app

Maximize Maximize

Objective

Targeting

Bidding

Creatives

oCPM

CPC

Objective

Targeting

Bidding

Creatives

CRMCross Sell

CONVERSION/ RETENTION

/

Objective

Targeting

Bidding

Creatives

Objective

Targeting

Bidding

Creatives

CRM App

Matched targets

1.

Mobile APP) 2. Facebook

Facebook

Custom Audiences

Leverage CRM to extend email-open reach (your reach)

Facebook ads extended email campaign reach

by 77%

Facebook ads only

Email openers

Combined

Coordinating email and Facebook ads improved reach

When reached with Facebook ads, email openers were

22% more likely to purchase

Facebook ads only

Email openers

Combined

Cross channel coordination appealed to best clients Email openers who saw ads were more likely to purchase

Website Custom Audiences

Reach someone who:

Visited your site

Added an item to a shopping cart

Bought something

Using Custom Audiences pixel from your website

Custom Audiences

Broad Marketing Objectives

Exclude existing customers

Exclude users who have already purchased the product

Continue to show ads on complimentary products

Remarket to potential customers

Capture users who have expressed intent on your website

Segment these users and target them with ads

Find new potential customers

Use WCA as a seed to create Lookalikes

Acquire new customers who look like your existing customers

Objective

Targeting

Bidding

Creatives

oCPMOptimising for

conversion

Objective

Targeting

Bidding

Bidding

Company Logo

Carousel ads to recommend relevant products

Source: Googles Our Mobile Planet, Sept 2013 and Facebook case study, Dec 2013

FacebookAppIn App Purchase

60%

KPI

- - - )

- - - )

- - - ROI

- -

- -

- CRM - Facebook Pixel

- - (Gif, Cinemagraph)

- -

- - - (DPA)

- - -

- - APP -

- - APP

Creatives and Best Practices by Industry

Objective Audience Targeting Strategy Ad Format

Let more people know about your brand

Broad: Maximize reach at optimal frequency. (Age, gender, interest)

Brand Awareness Ad - Maintain frequency at 1-3 exposures/ week (1-3

Increase view rate of the video ads

Video Canvas Photo ads with link

Generate Sales

Lookalike audienced based on converters

Website conversion ad with optimized CPM pegged to conversions (oCPM)

Exclude people who converted (

Link ads Carouselwith photos, or

photos & 3-sec video mix

Retarget Site Visitors

Website custom audiences retargeting pool

Website conversion asd, new products for site visitors

Limit-time discount for shopping cart visitors

Exclude people who converted (30days window) 30

Carousel with photos, or photos & 3-sec video mix

Maintain loyalty of returning clients

720 days email custom audience 720

30 day checkout 30

Seasonal promo/ New Products/ VIP (VIP) (These are HV clients, they tend to spend more, so offer them a good reason to come back every 14-30 days).

Canvas Carousel with photo & 3-sec

video mix

Expand key client audience

Lookalike 30 days of converters Lookalike 30 days CRM CA Lookalike of fans

Website conversion/ Website clicks with canvas/ video/ photo showcasing similar people using the products. Key is to show lifestyle (not hard-sell). showcase Lifestyle, hard-sell.

Canvas Photo/ Link ads Carousel with photo & 3-sec

video mix

How to optimize General practices

Creative Best Practices General Rules

Creative best practices

1. Posts with less than 2 lines receive 60% more engagement 60%

2. Think mobile andoptimise creative for mobile devices

3. DR: LPP; Branding: Photo & Video DR: Branding: /

4. Your product name must be mentioned within the first few words of the copy

5. Simple images with people and product perform better

6. Avoid using links in the copy, keep it clean and simple;

7. Limit hashtags to most 2, keep it consistent across platforms. Hashtag

Without brand vs. With brand

#GAMES7.5M

#SHOES47M

#CHRISTMAS12M

GIF Cinemagraph

Carousel with video

Identify your business goal:

Develop a strategy before you create your ad:

Build Awareness Drive Foot Traffic Drive Online Conversions

1 Your ad should help you deliver against that goal.

Understand you target audience/s: Speak directly to their motivations or address the barriers preventing them from becoming your customer. Communicate the role of your business in their lives, why you should matter to them. Consider having different versions of creative for different audiences to ensure you are speaking to what motivates them.

Young Professionals Baby Boomers

Motivations: Deals/specials, they are savvy with their money and want to feel classy. They work hard and play hard and deserve something special to end their day.

Motivations: They enjoy dining before the

crowds come in since they have flexibility in their schedules

Trying new versions of the

same foods that they love.

2

Define your theme: Figure out what you want your audience to take away from your ad. Think about a theme or concept that will tie your ads together. This is a way that you can express your brands unique point of view, what makes you stand out. The theme can be a concept/idea or even a visual theme to create consistency among all of your ads.

3

Follow these Creative Executional Tips

1 Stop them as they scroll.

Single Focal Point

Visual Consistency among ads

Build for Mobile

People scroll quickly through their News Feed. Follow these tips to help get their attention between looking At their friends birthday party photos and a video of their nephews first steps.

Connect with them when they look. 2

Tell a Story, Not a Fact Use Short Copy Integrate your Brand

Once you have their attention, reward them for stopping. Its your chance to communicate your key message in an inspiring way that will make them glad that they stopped and remember what you said.

Inspire them to act.

3

Leverage the ad units full creative canvas to get them to engage

You caught their attention, now its your chance to close the deal. Tell them whats in it for them, what the benefit is, so theyll take the desired action.

Use your copy or a Call To Action button to motivate them to act.

Video Tips

First :03 should grab their attention.

Video must work with sound off

Use subtitles where necessary to

emphasize key points.

Use visuals to tell your story

Film your video horizontally

Use natural lighting

Keep it simple and short

The tips on the other slides hold true for video. These are some additional tips that weve learned to help craft great videos for News Feed.

4

Learn more: https://www.facebook.com/business/a/creative-tools/creative-tips

Facebook Creative Best Practices

Develop a strategy before you create your ad: Identify your business goal

Understand you target audience/s

Define your theme

1

2

3

Follow these Creative Executional Tips

Stop them as they scroll 1

Connect with them when they look 2

Inspire them to act 3

Single Focal Point

Visual Consistency among ads

Build for Mobile

Integrate your brand

Tell a story, not a fact

Use short copy

Tell them whats in it for them, so theyll take the desired action

Leverage the ad units full creative canvas to get them to engage

Video Tips 4

First :03 should grab their attention.

Video must works with sound off

Use subtitles where necessary to emphasize key points.

Use visuals to tell your story

Film your video horizontally

Use natural lighting

Keep it simple and short

http://www.motive.com.tw/?p=7410

Case Study: 100 Days of hottest topic + Oreo

Best Practices by Vertical

Objective Targeting Campaign Structure Bidding Placement Creative

Website Conversion

Female 18 45

Exclude:

Past 14D conversions

LAL past 30D visitors

LAL past 14D conversion

Past 30D visitors

Fans

Male 18 45

Exclude:


LAL past 30D visitors

LAL past 14D conversion

Past 30D visitors

Fans

LAL

Past 30D Visitors

Exclude:


LAL past 14D conversions

Fans

LAL

Past 14D Conversion

Exclude:


Past 30D visitors

Fans

Past 30D Visitors

Exclude:


Fans

Page Fans

Exclude:


Campaign

Adset Adset Adset Adset Adset Adset

Acquisition (70% budget) Retargeting (30% budget)

Telling a Story

Target audience: Parents

Adding video to carousel increases playfulness in your ad and boosts engagement & conversion. You can tell a story with the video/ carousel, and test which card is most suitable for video.

Showcasing top categories

Target audience: Core Audience exclu. past 60D Conversion

Hacking the carousel format: Every carousel is a 3 second video showcasing different styles. Its more alike animated photos. Check out the post here:

https://www.facebook.com/TargetStyle/posts/1191011640911703

Creatives make huge differences!

Showcasing different images of the same product

Target audience: Past 30D WCA Male

Showcasing different options of the same product

Target audience: Past 30D WCA Female

Showcasing different benefits of your products

Target audience: Core Audience

Canvas

Link: https://www.facebook.com/business/success/allegro

Allegro is Polands largest ecommerce brand. It has enjoyed rapid growth since its launch in 1999 and now serves a community of over 14 million people.

To make its name synonymous with gift-giving in Poland, Allegro worked with

its creative agency Bardzo and Facebooks Creative Shop to create a memorable

TV and Facebook campaign.

The companys emotive TV commercial followed the life of a young boy from

early Christmases when he received presents from Santa, to his adult life when

it was his turn to give the gifts. Creative Shop helped Allegro adapt this story for

News Feed to drive incremental reach amongst younger demographics.

Allegro then used Facebooks highly immersive new Canvas formatbecoming

the first brand in Poland to do soto convert broad awareness into

consideration and action. Together with Creative Shop, the company created

short, engaging video loops from the TV commercial that illustrated various

present-giving situations. By showing customers that Allegro was the best place

to buy these presents, the Canvas campaign helped ensure that viewers

progressed along the path to purchase.

Allegro wanted to establish itself as a key destination for Christmas shopping. Specifically, it wanted to make people aware of its campaign line, Allegro: what youre looking for.

#EcommerceonInstagram

I. E-Commerce

Hailing from Hong Kong but selling to the world, Casetify is an ecommerce startup that turns personal Instagram snaps or designs by artists into cases for mobile phones, tablets and Apple Watch bands. It aims to turn memorable moments into products that people love.

In the run-up to Mothers Day, Casetify wanted to reach people who had previously visited the website or bought a gift for their mum the previous year. It wanted to share a special offer with them to bring them back.

Casetifys cases are aesthetically stunning and its Facebook- and Instagram-using audiences are visually driven, so the company used both photo ads and carousel ads to showcase product photos and drive people to its website. With carousel ads, Casetify could display up to 5 photos of different products with multiple links in a single ad. Casetify also ran link ads in mobile and desktop News Feed and and in the right column to boost website traffic. The ads featured a promotional offer that encouraged people to treat their mum with a unique gift and also inspired them with examples of personalized cases. The company unlocked the value of its customer data by using Custom Audiences to retarget people who bought a Mothers Day gift the previous year. It also used website Custom Audiences to retarget people who had visited the Casetify website but didnt make a purchase.

3X

3X

50% 20%

more sales than the previous Mothers Day

Return on ad spend

lower cost per acquisition than previous campaigns

increase in the average order value since using Facebook Ads

I. E-Commerce

LovelyWholesale sells affordable, stylish clothes online for fashion-forward women around the world. Based in China, its key markets span several continents, including Europe, North America and Southeast Asia.

LovelyWholesale started its Facebook Ads journey with the goal of building brand awareness and reaching new customers. The brand ran like ads to build its fan base, used lookalike audiences to target people similar to its existing customers, and boosted its Page posts to get more exposure. Next, LovelyWholesale used link ads to drive people to its website, measuring conversions using Facebooks conversion tracking pixel. The brand used Custom Audiences to retarget website visitors who added something to their basket but didn't buy it, displaying the same product (or something similar) to prompt them to return to the website and complete their purchase.

LovelyWholesale didn't fully understand its diverse market. But by using Facebook Ads, it could identify key customer demographics so it could better reach its global audience and drive traffic to the LovelyWholesale website. It also wanted to optimize its return on ad spend and maximize online conversions.

50%

20X

3X

increase in sales in 3 months

increase in website (65% of which came from mobile)

Return on ad spend

Moving images to create a mesmerizing moment on mobile Used cinemagraphs on auto-play videos to drive awareness and carousel ads to drive direct response

II. App Installs

Robot War Heroes

Objective Targeting Campaign Structure Bidding Placement Creative

Mobile App Install

Past 180D visitor

Exclude:

Customer List

Page Fans

Customer List

Exclude:

Page Fans

Page Fans

Exclude:

Customer List

LAL

Past 180D visitor

Exclude:

Customer List

Page Fans

LAL Customer List

LAL

Customer List Exclude:

Past 180D visitor

Page fans

LAL Past 180D visitor

Female 18-54

Exclude:

Past 180D visitor

Customer List

Page Fans


LAL Customer List

Male 18-54

Exclude:

Past 180D visitor

Customer List

Page Fans


LAL Customer List

Campaign

Phase 1

Phase 3

Phase 2

II. App Installs

Video ads for branding + DR and

to show how to use

Carousel ads to drive conversion

directly

Instagram Engaging and

enlarging reach

Canvas: Designed for mobile, more info,

more attractive

II. App Installs

Pinkoi is a Taiwan-based online marketplace that helps over 20,000 international designers and artists sell their workmuch of it handmade. Design lovers in over 47 countries can buy products from Pinkois website or mobile app.

Pinkoi ran mobile app ads to drive people directly to its mobile app and encourage them to install it. The company also ran carousel ads to showcase multiple products in the same ad, grouping products with a similar color or theme. Those ads also clicked through to the app install page. Pinkoi used website Custom Audiences to reach potential customers. When visitors expressed interest in products on its website, Pinkoi showed them a personalized ad recommending similar items from the same collection. Throughout its 9-month campaign, Pinkoi used Facebooks location targeting ability to pinpoint potential customers in overseas markets and reach them with localized ad content.

Pinkoi wanted to connect design lovers with its team of designers from around the world by growing its Facebook audience in Asia Pacific and attracting more people to its website and mobile app.

50%

50%

53%

of all website visits during the campaign came from Facebook

lower cost per download than other ad platforms

of the people who liked its Page during the campaign came from overseas

II. App Installs

EZTABLE allows people to make restaurant reservations online via the EZTABLE website. Started by 4 friends in Taiwan, the company has also developed a mobile app to cater to the growing number of smartphone users in Taiwan.

EZTABLE ran mobile app ads to direct people to its mobile app and encourage downloads. It retargeted people who visited its website using website Custom Audiences with Facebook Ads that told them about EZTABLEs new mobile app. To boost its reach, the brand used lookalike audiences to target people with a similar profile (people with similar interests or from a similar age group) to EZTABLEs existing customersmaking it more likely for them to respond favorably to its ads.

EZTABLE had recently developed a mobile app and made its website mobile-friendly. It wanted to take full advantage of the mobile market to reach Taiwanese smartphone users and drive downloads of its new mobile app.

9X

700K

70%

growth in mobile revenue in one year

app downloads in one year

lower cost per installation than other ad platforms

II. App Installs

BASE is a Tokyo-based startup that makes it easy and affordable for anyone to set up a fully functioning ecommerce store, either online or through the companys mobile app. Customers have set up over 200,000 online stores through BASE as of October 2015.

BASE used carousel mobile app ads to feature multiple images in a single ad and drive people directly to its app install page. The company developed 20 different versions of ad creative, each one with a different image. The images featured products that people had shown an interest in on BASEs Facebook Page, visuals that would appeal to mobile phone owners (such as photos of mobile phone cases) and images of cats, which are hugely popular on social media. BASE wanted the ads to be engaging and not feel like ads. It used consistent colors and overall look and feel so that the ads would hold together as a campaign. To help BASE learn which visuals performed best, the company optimized the ads. Optimization ensures that the best-performing imagery gets served more often, boosting return on ad spend. To maximize conversions, BASE used website Custom Audiences to retarget people who visited its website, and served them a carousel ad that prompted them to install BASEs mobile app. The company also used Lookalike Audiences to target people who resembled its existing customers, making it more likely that people who saw the ad would be interested in using the app.

50%

10%

3X

50%

lower cost per install after one month

increase in sales in one month

increase in app installs in one month

higher conversion rate using website Custom Audiences

II. App Installs

Deezer lets subscribers discover artists and play their music, instantly. With more than 35 million tracks and 100 million playlists to choose from, people can explore the music they just have to hear, online and offline, across all devices.

To get more music lovers to use its app, Deezer ran Facebook mobile app install ads in carousel format. Allowing the company to showcase up to 5 images with links in a single ad, the carousel format is interactive, attention-grabbing and perfectly suited to direct response campaigns. The campaign was targeted broadly to reach 18- to 50-year-olds in France and 25- to 65-year-olds in Brazil. Ads were created and optimized with Facebook Marketing Partner Marin Socials Bulk Creator and Mass Editor. To improve ad delivery, the team used A/B testing and automatically optimized based on the best-performing images. Finally, the team measured the campaign results using Facebooks measurement tools.

Deezer and Marin Social created imagery to showcase the companys app and music offerings. They used 3 different types of creative: a storytelling ad featuring CDs stacked high, capturing the vast number of tracks Deezer offers to subscribers a musical genre ad featuring playlists like rock, jazz or electronic, using a pile of Best Of CDs (this got the best cost per acquisition in the Brazilian market) an ad with generic creative featuring CDs stacked high, capturing the vast selection of tracks Deezer offers to subscribers (this got the best cost per acquisition in the French market)

50%

60%

40%

30%

decrease in cost per account signup

lower cost per app install on Android (Brazil)

lower cost per app install on iOS (Brazil)

lower cost per app install (France)

II. App Installs

Mobile app Veems allows people to combine private photo messaging with short sound clips, capturing and sharing authentic life moments. Veems is particularly popular among people using Android and is rapidly making its mark in the app charts, with growing numbers of users across the globe.

The Veems Facebook Page zeroes in on engagement, building rapport through chatty, topical updates and encouraging people to share their own content. Veems founder Iddo Goren was keen to gain market insights from Facebook and by taking note of feedback and engagement levels, he could clearly see where the product worked best. He directly asked people what they wanted from a messaging app, how they would use it, and what features would most appeal to them. These insights from current and would-be app users helped Iddo to make useful changes to the app itself, and they also optimise the brands Facebook marketing activity.

Veems wanted to use Facebook to help drive app installs in both new and established markets, while working with a modest marketing budget.

2.5X

weekly increase in engagement

II. App Installs

Money View is an Android app that makes it a breeze for people to securely manage their finances when theyre on the go. It is particularly popular among young, mobile-savvy Indians.

Since October 2014, Money View has used mobile app ads to drive app installs. Once mobile app ads became available in carousel format, the company adopted them to show people multiple product benefits in a single ad that pointed them to a link to install the app. The creative featured bold colours, clear copy and informative graphics to demonstrate how people can use the app to do everything from setting alerts to splitting a bill with friends while theyre out and about. In the first phase, Money View used behavioural targeting to reach Indias mobile generation by targeting people who own a 3G device. Once it had grown its user base significantly, it was able to create a Custom Audience of people who were engaged with its app. It then used Lookalike Audiences to find people who resemble them on Facebook.

In the increasingly competitive app market, Money View wanted to reach the right people with its ads so it could drive more app installs, reduce its cost per install, and successfully encourage new customers to continue using the app after they installed it.

1.4X

48%

40%

Increase in app engagement

Lower cost per install

Increase in app installs

II. App Installs

Japanese startup Fablic created the flea market app FRIL to help teens and 20-somethings discover, buy and sell fashion items. Adopting a mobile-only approach, FRIL is a safe and convenient solution in a country with a large and growing number of smartphone users.

As a mobile-first ecommerce business, Fablic focused on reaching people in the mobile News Feed. The company used carousel ads for mobile app installs to showcase up to 5 products in a single ad. This allowed Fablic to attract peoples attention with a visual ad and send them directly to the app install page, where they could install FRIL on their mobile with one click while it was still fresh in their minds. The company continually measured its ad relevance score to understand how well the carousel ads were resonating with the audience, and then used these insights to refine its content strategy and show people ads that were even more relevant to them. To ensure it was spending its ad budget wisely, Fablic used Custom Audiences and its customer data to exclude anyone who had already downloaded the app from seeing the ads. Using the same Custom Audience, the company then used Lookalike Audiences to reach people who resembled existing customers, targeting both men and women.

FRIL was initially aimed at women, but Fablic wanted to expand into mens fashion and find new male users. It wanted to get more men to install the app for the first time, and also keep its cost per install low.

59%

2.7X

2.3X

40%

lower cost per install than other media

higher click-through rate than other media

ad relevance score

higher lifetime value than other media

II. App Installs

Auction is an online auction company based in South Korea and owned by eBay. The company recently launched a companion app, Auction Used Goods Marketplace.

After launching Used Goods Marketplace, the company set out to establish the app and increase sales by driving app downloads and encouraging people to use it, and attracting more buyers and sellers. The company also planned to run a brand effectiveness study after the campaign to analyze its effectiveness.

When choosing its campaign media, Auction considered the media consumption trends of its primary clients: the young generation that spends less time on above the line media (mass and broadcast media, including TV) and more time on below the line media (more niche-focused, targeted media, including digital channels). Auction created 2 animated video ads. The aim of the first ad was to increase awareness by emphasizing the major benefits of the Used Goods Marketplace app and its features. This video ran on both TV and Facebook. For the second ad, Auction created a video that would resonate with younger consumers. The company promoted this second video on digital media only. Auction first used target blocks to maximize the reach of its main video ad within a short period of time. It then continued the campaign for 3 weeks, using the reach and frequency.

26M

430K

48.6%

Video impressions

Video views

of mobile ad recognition came exclusively from Facebook

II. App Installs

Award-winning online games publisher RJ Games specialises in immersive social strategy games with popular titles such as Under Siege, Under Fire and Under Control.

RJ Games has traditionally used basic retargeting to spur lapsed players back into action. However, it knew that to increase from reactivated players, a more sophisticated strategy was needed. Using latest release Under Control as a test case, RJ Games began by analysing player behaviour in real-time battles, one-on-one fights and mass clan fighting. By identifying when and why players went into battle and bought extra weapons, RJ Games was able to narrow its focus to 2 target player types: those who fight one-on-one and those who fight in a clan. RJ Games created desktop app engagement ads targeted to the 2 player types, using ad creative specific to how each segment played the game. For example, clan fighters were served ads featuring images of the clan, with a call to action to rejoin and support the fellow players in battle. Ads were also adjusted to reflect player interests identified by Audience Insights. Then, RJ Games used ads for virtual goods to drive in-game purchases with top players and with players who had never yet purchased in-game. These ads ran around the Christmas period when player leisure time was more plentiful and indulgent micro-spending more likely. RJ Games also noticed an interesting side effect from using this formatplayers shared the ad with their friends and in fan groups, creating a viral effect over the festive period.

>5%

30%

46%

150X

average click-through rate

more engagement from retargeted players

of re-engaged players continued to pay after initial payment

return on ad investment

II. App Installs

FunPlus, founded in 2010, is one of the fastest-growing gaming companies in the world. Every day, millions of people around the world play FunPlus games like Family Farm and Royal Story.

FunPlus wanted to drive installs of its new game Family Farm Seaside by making it easier for people to discover the game and play it with their friends.

To make it easier for people on Facebook to install Family Farm Seaside, FunPlus first enabled Login with Facebook by implementing Facebooks software development kit. To spur game installs, the company also started running mobile app install ads beginning in November 2012. These ads were targeted to appear in the mobile News Feeds of players on iOS devices such as iPads and iPhones in countries where English, German and French were spoken. FunPlus refreshed ad creative twice a week to keep users interested in its messages. To keep players engaged with the game, FunPlus also created a Facebook Page for the game where it communicated game updates and launched a community where players could discuss it.

Even after the launch of Family Farm Seaside, new players continued to find the game through their Facebook friends. In total, Facebook delivered: 28% lower cost per install compared to two other mobile ad networks between January 2013

and March 2013 Highest conversion rate of all mobile ad networks used in all markets 200% higher click-through rate compared to other mobile ad networks

28%

No. 1

200%

lower cost per install compared to two other mobile ad networks

conversion rate of all mobile ad networks used in all markets

higher click-through rate compared to other mobile ad networks

III. Travel

Hotels.com: http://www.adweek.com/adfreak/hotelscom-created-facebook-autoplay-ad-thats-infinitely-better-without-sound-165133

III. Travel Success Stories Carnival Cruise Line

Cruising to success Canvas proved effective in helping Carnival increase brand interest and engage its key audience. The campaign, which ran from December 715, 2015, also delivered the following results: Over 50% of viewers watched more than 25 seconds of the ad 50% of viewers watched the entire ad 7.7 million viewers reached

Carnival is one of the most popular cruise lines in the world, offering quality cruises and memorable vacations to the Caribbean, Europe, Mexican Riviera, Alaska, Hawaii, Canada, Australia, the Pacific Islands and elsewhere. Carnival wanted to raise brand consideration and increase engagement by using Facebooks Canvas format and reaching out to millions of vacation seekers across the US.

https://www.facebook.com/business/success/carnival-cruise-line

III. Travel

With more than 18 million members, Interpark Tour is an online tour agency with the largest number of PC and mobile visitors. Interpark Tour was the first in the market to introduce the best price guarantee on plane tickets, and that strategy helped the company to consolidate its leading position as a online travel agency providing end-to-end booking service. Interpark Tour actively communicates with the over 110,000 people who like its Facebook Page.

Interpark Tour's goal for its Facebook campaign was to encourage return visits, reservations, and purchases by website visitors and Interpark Tour app users. It also wanted to drive mobile app downloads among its customersto double the app install rate and achieve a 20% decrease in cost per install. It also wanted to cross-sell overseas hotel reservation to customers who had booked or purchased airline tickets (achieving an 8% or greater conversion rate)

Interpark Tour uses Facebook as a channel to reach its target audience: people in their 20s. Targeting existing website visitors and mobile app users on Facebook, it encouraged cross-sales of associated products/services by promoting products with a special discount, news on travel destinations, and seasonal content. It also provided a special accommodation discount and travel-related products/services ads to generate additional sales.

4X

60X

9X

click-through rate compared with other mobile display ads

return on ad spend compared to remarketing ads run on other platforms

Mobile app install rate

III. Travel

Loco Partners owns relux: an exclusive, members-only club that gives travellers access to a selection of highly curated hotels and lodgings. For relux, true luxury means spending quality time with the people who matter.

Loco Partners created Custom Audiences out of 2 audience segments: People who visited an accommodation page but didnt explore any further People who visited the make a booking page but didnt complete their purchase. It then used dynamic product ads to promote its entire catalogue of accommodation options, and reach people with an ad containing a property that was relevant to their browsing history. It excluded anyone who had made a booking to ensure that it was reaching new customers only. This strategy allowed Loco Partners to follow up on warm leads and encourage bookings in a cost-efficient way. The company used the carousel format to showcase multiple destinations in a single ad and entice travellers visually.

Loco Partners wanted to reach out to people who had visited its website but didnt buy anything, and increase online reservations.

20%

50%

5X

increase in reservations using dynamic product ads

lower cost per acquisition than other online media

higher click-through rate using dynamic product ads

III. Travel

Anantara Hotels Resorts & Spas is an expanding chain of upscale resorts in Asia Pacific, the Maldives, the Middle East and Africa. Its a Thai hospitality brand that prizes warmth, authentic experiences, luxurious furnishings and idyllic surroundings.

Anantara Hotels Resorts & Spas started by segmenting its audience into 3 main groups: previous customers, potential customers and website visitors. It further segmented its audience by location and localized its ads by using the appropriate languagefor example, translating ads for Brazil into Portuguese. The hotel chain chose copy and images to suit the destination on promotion, or the specific stage of the customer journey that each target represented. Anantara Hotels Resorts & Spas knew that sharing seasonal offers to tempt people to make an advance booking would generate the best results. Its advance purchase offer, which was aimed at people who book holidays in advance, was the focus of its campaign. To find new customers and expand its reach, the hotel chain used Lookalike Audiences to target people with a similar profile to its existing customers.

15X 79%

9K 700

K

Return on ad spend

of new website sessions turned into top spenders

Website visits in 11 days

People reached in 11 days

Delivered personalized messages around Diwali targeted to Indian expats

IV. Retail/ F&B

http://www.adweek.com/adfreak/you-get-half-products-if-you-can-screenshot-them-these-fast-moving-instagram-videos-160013

hlnstriedpiloted a social game with fast-moving images (made into a video), and you get 50% off if you screenshot them:

IV. Retail/ F&B

V. Beauty Services

V. Beauty Services https://www.facebook.com/aqua7seven/videos/1692177947668744/

https://www.facebook.com/dermes.hair.removal.specialist/posts/10150596520274950

https://www.facebook.com/slimbeauty.hk/videos/1285183231496625/

https://www.facebook.com/salontaxi/videos/908820349153223/

V. Beauty/ Professional Services

Vita Liberata wanted to capitalise on the Black Friday promotional period to extend the brands digital reach and drive conversions with existing and new customers. The team first tried out boosted posts and ads optimized for website clicks, and then monitored performance to see which would provide the best returns. A series of consecutive boosted posts with special offers targeted to Custom Audiences and Lookalike Audiences brought immediate results over the Black Friday period.


Yoogaia has taken fitness and technology worlds by storm since it launched in October 2013. The brainchild of Finnish yoga fan Mikko, Yoogaia offers live yoga and Pilates classes online, allowing people to participate wherever they aremaking daily practice easy.

Because Yoogaia markets across a number of different countries, it needs to understand its audiences and find the best way to get them interested. Yoogaias home market in Finland is mainly made up of women aged 30 and up, who regularly use Facebook. To reach this audience and stay top of mind, the Yoogaia team used boosted posts, targeted ads and remarketing with Custom Audiences and Lookalike Audiences. With help from its Facebook account manager and digital marketing agency P+SBD, Yoogaia has perfected its approach to multi-country marketing, using different location and language targeting options, tools and ad accounts for specific objectives. The month-long mobile app install ad campaign was carefully targeted to only relevant people on mobile and was designed to maximise conversions.

The Yoogaia team had a clear set of objectives to grow the service: build awareness, expand the community and drive signups and sales. When the new Yoogaia iOS app launched, the company also wanted to encourage people to sign up and install the app via mobile channels.

13%

2.6X

40%

conversion rate for mobile app install campaign

greater post-install engagement than mobile display

Unique click-through rate


Located in Tokyo, Coubic Inc. is a cloud-based support system for businesses. Its flagship Coubic product is an online reservation and customer management system, while its Popcorn product is a mobile app that helps people find last-minute deals for nearby salon treatments and massages.

To promote its Popcorn app, Coubic Inc. targeted people in Japan and ran carousel ads featuring 35 images that showcased salon treatments such as manicures, hairstyles and massages to inspire prospective customers to click through to the app. To promote the Coubic product, the company kept its cost per acquisition low by using Lookalike Audiences to target people with a similar profile to existing customers and visitors to the Coubic website. The company also used website Custom Audiences to retarget people who visited the Coubic or Popcorn websites but didnt sign up.

Coubic Inc. wanted to efficiently reach small and local businesses and persuade them to use its Coubic reservation system. The company also wanted to reach its target audience in Tokyo and encourage them to use the Popcorn app.

50%

1.7X

5X

lower cost per acquisition using Lookalike Audiences

higher conversion rate by retargeting website visitors

higher install rate for the mobile app than other online ads

VI. CPG/ Branding

VI. CPG/ Branding

UNT specializes in developing innovative skincare products that delivers visible results. It believes that everybody deserves healthy, radiant skin and that high quality beauty products should not be a luxury. Since it was launched in 2004, UNT has expanded into 133 countries.

UNT uses its Facebook Page to create and engage with a community of like-minded people from around the world. It takes care of its customers by responding to questions quickly via the Page and speaking to them directly in a friendly tone. It reaches even more people by running video ads and photo ads, concentrating on 3 main content areas: healthcare, cosmetics and manicures. UNT uses a highly targeted Facebook strategy. Audience Insights help the brand learn more about its target audience, and it uses demographic and interest targeting to reach the right people. To monitor online sales conversions, the brand places Facebook Pixels on its website. It then uses website Custom Audiences to retarget people who have browsed selected product pages or abandoned their shopping cart. UNT also uploads its customer data and uses Custom Audiences to retarget previous customers and drive repeat business, especially when it has a time-sensitive offer to promote. To quickly drive sales for its 11th anniversary, it used Lookalike Audiences to reach people who resembled its existing customersmaking it more likely that theyll be interested in its products. Lookalike Audiences also allows the brand reach new customers in less familiar overseas markets in Europe and America. This has helped UNT unite people across the world with an interest in skincare, regardless of where they live.

2X

63%

50%

increase in sales revenue during the 13-hour anniversary sale

increase in members

Higher conversion rate using website custom audiences

VI. CPG/ Branding

Based in Taiwan, PUFII is a fashion brand geared towards 18- to 35-year-old women. It offers affordable, on-trend and high-quality clothes that are curated by experts. Founded in 2013, PUFIIs sister brand DANNA offers a wide range of Korean-made fashion pieces.

PUFII posts content on its Facebook Page 4 times a day to help people discover new outfit inspiration. It uses Audience Insights to learn more about its audience and deliver content that is relevant to them. Since 2014, it has run video ads and photo ads to reach even more people visually, while link ads allow PUFII to boost website traffic. The ads feature the latest products that PUFII adds to its collection every week, special offers and seasonal trends to entice shoppers. When it wants to showcase more than one product in a single ad, the brand chooses carousel ads. PUFII uses conversion tracking to measure sales conversions and optimize its ads. It then uses Facebooks advanced targeting tools to reach its audience in 3 ways: It uses website Custom Audiences to show people personalized ads featuring products related to what theyve

been browsing, which helps the brand play personal shopper to its customers. The brand creates Custom Audiences from uploaded customer data to tempt back previous customers who

havent bought anything in the past 180 days, encouraging them to keep browsing and buying new clothes. It also uses Lookalike Audiences to target potential customers who resemble existing customers, making it more

likely that the people who see PUFIIs ads will be interested in the brands range.

30%

2X

40%

30%

Increase in website traffic

Higher click-through rate

Lower cost per conversion

Increase in revenue

VI. CPG/ Branding

Founded in 1924, HITEJINRO has played a significant part in the history of Korean liquor for over 90 years. As one of Koreas top liquor brands, HITEJINRO is dedicated to total customer satisfaction.

HITEJINRO created 2 brand videos starring K-pop star IU to help shift perceptions of the Chamisul soju brand among young Koreans. It used Facebooks precise targeting to reach as many of the right people as possible and ensure that the ads were only shown to Korean adults aged 19 and over to comply with alcohol advertising laws. The company split its audience into 2 groups: university students and office workers. To help increase the chances of its target audience sharing the ad, it showed each audience the ad with the most relevant creative based on 2 subgroups: young audiences and male consumers.

HITEJINRO wanted to rebrand its Chamisul soju and position it as clean and fresh. It wanted to reach its target audience online and achieve at least 2 million video plays for its campaign videos (starring K-pop star IU, the new face of Chamisul soju) within 5 weeks.

18M

2.2M

15ppt

lift in ad recall after 5 weeks

Video imporessions

Video plays

Unilever cleans up by combining Facebook and TV

16.7%Facebook and TV made a 16.7% higher impact

versus TV-only

VII. Telecom/ Technology

Brand Awareness

Video Views

Website Clicks

Lead Generation

Local Awareness

Late Majority

Innovators

Early Adoptors

Early Majority


Based in China, OnePlus is a mobile technology startup that believes people should never settle for subpar technology. The company has customers in 35 countries and regions. Its flagship OnePlus One smartphone comes with top-range specifications and a premium design.

To engage with the global tech community, OnePlus invited people to its Facebook Page to build their dream smartphone. It was a fun way to give everyone a chance to voice an opinion and feel more invested in the brand. OnePlus continued to engage with this blossoming community by sharing creative, relevant content or updates about the companys journey every day. This helped people feel like they were part of the OnePlus story. To maximize the reach of its Facebook content, OnePlus boosted Page posts that were time-sensitive, such as its Welcome to the Plus Family contest and its pre-order events. OnePlus also ran photo ads and link ads in the desktop News Feed and the right column to drive people to its website. OnePlus featured positive quotes from well-known magazines and tech blogs like Fortune and TechCrunch its photo and link ads, along with photos highlighting specific product advantages and links to the OnePlus website. OnePlus also ran an one-off Facebook Ads campaign for one year from December 2013 to December 2014.

500M

1M

1M

units of OnePlus One smartphone sold in 9 months

Website traffic

New fans in one year


freee develops cloud accounting and payroll software for sole proprietors and small businesses. Its software helps small business manage their business accounting workload, giving them more time to spend on creative projects and innovation.

freee had already been using Facebooks targeting products, but this campaign was the first time it had tried out Facebooks more advanced targeting tools. freee used Custom Audiences from your website to boost its conversion rate by retargeting website visitors who hadnt registered, prompting them register. It then used Lookalike Audiences to find new customers by targeting people on Facebook with a similar profile to freees current customers. freee tailored the creative of its ad content to each audience segment and their unique needs. For example, some ads focused on invoicing, while others contained details about freees accounting software. To maximize its return on ad spend throughout the campaign, it invested more in the best-performing ads.

freee wanted to find new customers and encourage businesses to sign up for a free trial of its core accounting software product. freee wanted to maintain its cost per acquisition rate of 1,000-1,500 yen.

2.5X

50%

5X

higher conversion rate on Facebook than other advertising platforms

lower cost per installation than other advertising platforms when mobile app ads were used

higher conversion rate than other advertising platforms when Lookalike Audiences were used


The Chinese mobile phone brand used Facebook to launch its new smartphone product in key African markets, achieving a 5-point lift in brand awareness in one month.

TECNO was launching its new Phantom Z phone in select African countries. It needed to reach a diverse audience that is spread across a large continent, on a large scale, and also raise awareness of both the brand and Phantom Z.

TECNO split its campaign into 2 phases. The first (June 12July 12, 2014) focused on raising brand and product awareness. Phase 2 (July 22August 4, 2014) was aimed at driving pre-order sales. To reach such a diverse audience on a large scale, TECNO launched its campaign with an all News Feed target block for phase one. A target block guarantees advertisers maximum reach to a target audience over 3 days in specific markets. For this campaign, TECNO targeted men in Nigeria, Egypt, Cameroon, Ethiopia, Ghana, Kenya, Tanzania and Uganda. TECNO followed up the initial campaign with photo ads featuring product imagery and copy teasing the brands Facebook fans about something exciting coming very soon to create a buzz around the Phantom Z. For the second phase, TECNO ran link ads that drove people to a microsite where they could pre-order the Phantom Z. These ads highlighted the features and benefits of the smartphone. TECNO targeted these ads to a range of demographics, including 16- to 35-year-olds in select countries with an interest in tablets, mobile phones, Konga (a Nigerian electronics retailer), Samsung (a competitor), music, films, online games, iPads (a competitor product), smartphones or Android operating systems. The brand used Nielsen Brand Effect to measure the impact of its ads on metrics like brand awareness and purchase intent for TECNOs products, as well as its competitors products.

5 pt

5 pt

25%

lift in product awareness among 18- to 24-year-olds in one month

higher purchase intent among those exposed to the ad

decrease in purchase intent for a competitor's product

Scoring big during World Cup 2014

33%incremental reach over

TV (Nielsen OCR)

Racing towards 2020 Olympics with Facebook video

9.5ptlift in awareness

of Panasonics project sponsorship

VII. Education/ Banking/ Real estate

Israels MindCET Accelerator is an innovation center that brings together entrepreneurs, educators and researchers to develop innovative groundbreaking educational technology, both in the region and further afield.

Working with online advertising agency Jellop, MindCET ran Facebook link ads and ads in the right column to deliver its message to the heart of its target audience. The campaign ran June 9July 22, 2014. The team had run similar campaigns on Facebook, so it was able to use the previous years leads to create a brand new lookalike audience. Facebook retargeting was a powerful and cost-effective tool, allowing MindCET to target landing page visitors who hadnt signed up on their first visit.

The centers team had a clear vision for the campaign: to attract and engage education technology entrepreneurs, and encourage signups to begin the application process for joining the accelerator.

80%

50%

65%

lower average cost per lead than Google AdWords

lower average cost per lead than LinkedIn ads

of total leads generated by lookalike audience

VII. Education/ Banking/ Real Estate

Open Colleges is Australias leading online learning provider, having educated more than 700,000 students. Open Colleges wanted to enroll more students, boost mobile and desktop traffic to its website, and encourage prospective students to complete an enquiry form. Like many brands, it had struggled to prove the effectiveness of ads at driving offline conversions. For this campaign, Open Colleges wanted to find a meaningful and accurate way to measure how effective its Facebook ads were at driving online enquiries and offline conversions.

Open Colleges uses lookalike audiences to reach potential students by targeting people with a similar profile to both existing students and website visitors that it successfully converted through Facebook. For this campaign, Open Colleges determined Facebooks ability to drive incremental leads (how many people went on to fill in the enquiry form) by placing a conversion pixel on its website and by using conversion lift. Open Colleges also used conversion lift to determine the offline conversionsincremental course enrollments and purchasesthat resulted from people seeing its Facebook Ads. By comparing the conversions in the test group to conversions in the control group, Facebook was able to report the lift that resulted from the ad campaign. Based on this information, Open Colleges was able to look at its students purchasing journey holistically and get valuable data on exactly which ads were resulting in incremental enrollments. It used these insights to optimize its campaign and maximize its returns.

95%

12%

2.4X

Lift in conversion rate for website enquiries

Lift in offline sales

Return on ad spend

VII. Education/ Banking/ Real Estate 5X

60%

40%

Increase in leads that came directly from Facebook

Of all leads came from carousel ads

Lower cost per lead using carousel ads

Wave Infratech is bringing the smart city concept to North India with its premium real estate offering: the Wave City Center. The development spans 152 acres, is protected by a high-tech security system and includes parks, offices, shops, recreational facilities and housing.

Wave Infratech has used Facebook Ads to create interest in the Wave City Center since January 2015. The real estate developer focuses on long-term results, rather than individual campaigns. Its strategy is to keep its ad content simple, refresh the creative every 15 days and highlight a propertys unique features by letting photos do the talking. Wave Infratech has learned which days its posts are most successful, and optimises its content schedule to take advantage. The company started posting link ads and photo ads in mobile and desktop News Feed to help drive website traffic, and adopted carousel ads once they became available. Wave Infratech uses carousel ads to showcase its offering in a more visual way and tell a bigger story across platforms and devices. It makes the most of the format by showing off apartments from multiple angles, portraying a lavish, aspirational lifestyle and helping people to picture themselves standing inside a room. After seeing positive initial results, the company invested more in carousel ads. Because people spend a long time researching a property before making a decision, Wave Infratech doesnt expect instant website conversions. It uses website Custom Audiences to keep in touch with people who have browsed a property on its website by retargeting them with a personalised Facebook ad. This means it captures leads even from people who havent registered online. For example, it places Facebook pixels on the construction updates page, and retargets ads to people who visit the page whenever theres an update. It also shows people similar properties from the same category to encourage them to keep browsing. To expand its reach cost-effectively, Wave Infratech uses Lookalike Audiences to target prospective buyers who resemble people who have browsed properties on its website.

Banking on Facebook video to build trust

9Xmore effective cost

per reach vs TV

VII. Event Management/ Entertainment

Walt Disney Studios wanted to stoke excitement for the films release in Taiwan. Since the last Star Wars movie premiered a decade ago, the marketing team wanted to reach a massive audience and get people queuing to see the film.

Walt Disney Studios became the first brand in Taiwan to use Canvas: an immersive, mobile-first way for brands to tell their stories. Canvas vividly brought the films highlights to life through a powerful combination of teaser photos, tilt-to-pan photos, carousel images and action-packed trailers. People were able to interact with the content by swiping or tilting the screen, zooming into the photos, clicking on a call-to-action button and watching the videos. Taiwanese people can be wary about going to see new films at the cinema, and like to learn as much as they can about the story in advance. Canvas gave cinemagoers a rich, interactive content experience that teased just enough information about the film and transported them to a galaxy far, far away. The studio ran separate ads tailored to men and women, and the company carried out A/B testing to optimize the creative and test Canvas ads against link ads. It also used reach and frequency buying to predictably reach its audience an average of 4 times in the critical month building up to the films release.

5.5M 2M

38X 8ppt

16- to 45-years-olds in Taiwan reached

Video views

higher click-through rate with Canvas than link ads alone

lift in ad recall (Nielsen Brand Effect)


China Network Television (CNTV) is a new media platform under CCTV that covers multi-languages, local and international events and news. CNTV produces the annual Spring Festival Gala (a live TV extravaganza). In 2015, it broadcast the show online for its overseas audience for the first time.

Since so many people now watch TV online, CNTV planned to stream the 2015 Spring Festival Gala live to the world on Facebook. CNTV wanted to grow its Facebook community, reach Chinese expats and encourage them to watch the event live on Facebook.

CNTV started by setting up a Facebook event to promote the live broadcast of the Spring Festival Gala. The broadcaster then ran event ads to make sure people marked it in their calendar. To grow its Facebook community, CNTV ran like ads and used Lookalike Audiences to reach people with a similar profile to those who already liked its Facebook Page. The broadcaster targeted its ads to expats from China (who may not have been able to watch the event on TV) and used language targeting to reach people who are interested in Chinese culture, but dont speak the language. In the run-up to the Spring Festival Gala, CNTV ran photo ads and video ads featuring highlights from past events to create buzz and a sense of nostalgia among Chinese expats. On the day of the Gala, CNTV used link ads to drive people to the page where it was live-streaming the event. It staged a countdown, running the ads 60 minutes and then 30 minutes ahead of the event to build excitement. CNTV continued to post real-time content throughout the day to drive a continuous flow of traffic to the livestream page.

314K

9.5M

194M

livestream viewers on Facebook

Video views in 2 months

People reached


Booking company Transmission Events hosts Fun Fun Fun Fest (FFF), an annual festival in Austin, Texas that features underground and progressive music, comedy, food and art, and attracts performers and fans from around the world.

Fun Fun Fun Fest needed to reach an international audience of music and comedy lovers with particular interestswithout breaking the bank. Specifically, the company wanted to increase VIP ticket sales and attract new audiences.

Umbel used Facebook to help Fun Fun Fun Fest organizers target the people most likely to buy tickets. First, the company processed millions of audience data points to collect useful customer information, by using Facebook Login and the event registration process. Umbel then combined the social, interest, and behavioral data of the audience to create sub-groups for those who browsed the lineup or purchased VIP tickets. Using Custom Audiences, it uploaded lists of previous attendees email addresses and invited them to attend again. Umbel then created Lookalike Audiences to take information it knew about Fun Fun Fun Fests existing audiencefor example, people that like The Daily Showand built compelling ads to share with people who had similar interests. Umbel also used unpublished Page post ads (ads that arent based on publicly-visible Page posts) to experiment with new offers and creative for specific audiences without cluttering the Fun Fun Fun Fest Page. Unpublished ads helped it understand which posts resonated best with different audiences so that it could more precisely target customers and sell tickets.

30X

Return on ad spend from ticket sales


To achieve the ultimate objective for Jurassic Worlda boom in ticket salesUniversal Pictures and its media agency, PHD Media Germany, needed to create awareness and get people excited about the movie, particularly amongst 12- to 34-year-olds.2

The standard approach to movie promotion on Facebook in Germany among most other studios had been to simply run ads in the week of the movie release. But as with all of its releases, Universal Pictures wanted to do things differently for Jurassic World. To create anticipation and excitement for the movie, the studio and PHD Media planned a 15-month campaign starting in April 2014. The studio would spend half its budget in the months leading up to the release and the other half starting the week before. The team began by building a community around the movie, keeping it entertained with great Facebook Page content, before reaching out to a broader audience closer to the release date. TV and other digital channels were also used during launch week. The Facebook campaign ran on desktop and mobile, and included video ads that played the movie trailer and featured a link to book tickets. The reach and frequency tool helped the studio ensure that the ads reached the right people at an optimum frequency. This approachof long-term community building and activation on Facebookhas been at the core of all movie releases that Universal Pictures and PHD have handled in Germany in recent years.

4.1M

2.3M

80%

incremental reach to TV among people aged 12 and up

incremental reach to TV among core audience of 12- to 34-year-olds

of people reached on Facebook were age 1239 versus 25% on TV


LHC Les Lions is Lyons professional ice hockey team, currently competing in the French first division, la Ligue Magnus. The team is managed by ice hockey pro Sbastien Berthet, who also serves as CEO.

LHC Les Lions has used Facebook to engage its fan community over the years, sharing league updates, team news and offers via the clubs official Page. Recently, local agency Cojecom persuaded Les Lions to try using Facebook to sell match tickets too.

Cojecom designed a conversion campaign featuring a series of link ads and promotional offers that it served to the LHC Les Lions community in desktop and mobile News Feed. In addition, news of fixtures, ticket prices and special offers were posted to the teams Page during the week before each match to boost engagement. The main target for the campaigns was a Custom Audience created from people who have liked the Les Lions Facebook Page, ice hockey fans, and the online ticket buyers database. The team also targeted ads to lookalike audiences as part of the campaigns.

>340

3X

Purchase conversions

Return on ad spend

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