105 Facebook Advertising Case Studies by Jason Keath on Jun 19, 2012 See top industry experts speak at Social Fresh 2018 / Dec. Speakers include BET, American Cancer Society, 5/3 Bank, Duke University, Sallie Mae, IBM, Darden, Georgia State University, Chris Brogan, Brian Fanzo, Ekaterina Walter, and more.
17 video marketing & advertising campaigns you'll actually enjoy
As your business invests in Facebook ads more and more, it is useful to have a few examples of what others have done with the platform. Brands, agencies, and Facebook themselves have been very helpful in publishing several Facebook advertising case studies.
In fact Facebook has dozens out there on the web in various places. We decided to pull them together in one place as a resource for Facebook advertisers.
Most of the Facebook ad case studies below are summarized, list some of the campaign’s results, and have a link provided for a few more details. If you have a case study we missed, please let us know with a link in the comments.
began to use its Facebook page during the Valentine’s Day season to extend its social community and help consumers pick and purchase flowers with ease.
The flower company used Facebook ads to give fans 15% their purchase and 50 Facebook Credits to be used on Facebook Games. They implemented Shared Stories that allowed friends of consumers see what they were buying.
also allowed consumers to like different products so that the company could know which was the most popular for consumers. Results:The campaign increased the engagement on the company’s Facebook page doubled their page fans to over 120,000 fansThe Sponsored Stories reached double the people what the Facebook ads reached2.
20th Century FoxLeading up to the release of the film Wall Street – Money Never Sleeps, 20th Century Fox wanted to acquire a mass of fans on the Wall Street Facebook Page. It wanted a good sized amount of people to interact with by providing content and updates about the film.
Fox had to be able to appeal to the older audiences who saw the original movie and the younger audience members who wanted to see the modern version. The studio used Target Blocks with Premium Like Ads and Premium Video Ads.
It then ran a broad targeted Reach Block ad as its final phase. Results:26% of people polled exiting the movie remembered seeing the Facebook adsMore than 260,000 people like the Facebook page, a sizable community to engage with but almost half of Fox’s goal of 500,000A tracking study found more than 1.
1 million people had intended on seeing the movie after seeing one of the Facebook ads3. Above The Influence (PSA)The White House Office of National Drug Control Policy created Above The Influence in order to give teens with credible information about substance abuse.
The organization wanted to give teens who are exposed to peer pressure to abuse drugs and alcohol a place to hold quality discussions around the topics. Above The Influence put out Facebook ads that first directed 13- to 17-year-olds to their website.
They then placed ads that targeted teens who listed community involvement like the YMCA or the Jewish Community Center or listed statements against substance abuse on their Facebook profiles. These second ads brought teens to the Above The Influence Facebook Page.
It also placed out Premium Video Ads in order to induce engagement and conversation in teens. Results:Above The Influence Facebook Page gained nearly 100,000 new fans as a direct result of the ad campaign.
The videos in the Premium Video Ads were viewed more than 55,000 times.
Ace HardwareAce Hardware has about 4,400 hardware stores in the United States and a commercial website. Ace noted that Spring was arriving which meant their busiest season was about to begin.
So the company began to put out Facebook ads in order to increase their fans and create an online presence for the brand. They decided to advertise discounts for fans for a week.
The company targeted people with home maintenance and repair keywords in the profiles. Results:In four days, the Ace Hardware Facebook Page went from 20,000 fans to almost 50,000 fansThe ad campaign generated about 50,000 clicks to the Facebook pageThe number of fan postings on the Facebook page grew by 900%5.
Adidas Football (Soccer)Adidas Football wanted to be the most talked about sports company at the 2010 World Cup in South Africa. They decided to use a Facebook page to give fans a first look at the action from the ground floor.
The brand also wanted to give users a chance to donate to the 46664 charity, a global HIV/AIDS awareness and prevention campaign by Nelson Mandela. Adidas ran many Reach Blocks, and Premium video ads globally.
They targeted many of their ads at males ages 18 to 24. Results:Connections increased almost 17,000 per day after the Reach BlocksInteractions on the Facebook Page reached over 860,000The videos posted were viewed in total over 1 million timesBrand awareness grew between 8% and 21% in different countries6.
Adidas OriginalsAdidas, in a six-month long campaign, wanted to increase the number of connections on its Facebook page, generate video engagement, and re-introduce itself as a modern, trendy fashion brand. The company introduced the campaign that featured Premium Video Comment Ads targeted at 18- to 34-year-olds in 11 different countries.
The company used keywords like “Star Wars,” “science fiction,” “fashion,” and “Lady Gaga” in people’s Likes and Interests to target them as well. Results:The video ads resulted in over 722,000 engagementsThe Originals store had steadily increasing traffic during the campaign on Facebook.
Many customers noted their interest in the product came from the social media site. Alamo Drafthouse CinemaAlamo Drafthouse Cinema was one of the first to implement Facebook Deals that rewards customers who check in on mobile devices at the business’s location. Alamo wanted to expand this service by expanding its social media presence.
The cinema company used Facebook to promote its rewards like free pint glasses and free screenings of movies. When a user would check in it would pop up on their News Feed to be shared with their friends.
Results:Alamo gave away nearly 10,000 free pint glassesDuring the campaign, the company received higher levels of engagement and page likes8. All Nippon AirwaysNo link – Facebook occasionally features this case study in the US Facebook ad dashboardANA used a creative grouping of keywords to target advertising to users specifically interested in traveling and Japanese culture and developed ad creative that resonated with their audience.
Conversions resulted in positive ROI which is unique for ANA considering their product is not an impulse purchase for most people and Japan is not traditionally seen as a leisure destination.
American ExpressAmerican Express has a service, American Express OPEN, whose mission statement is Helping Businesses Do More Business.
From this service came the program “Small Business Saturday,” a day when American would shop at their local stores and not at large corporations.
American Express wanted to bring customers to the local businesses, unite U. consumers in the effort, and strengthen its relationships with small businesses. A Facebook page was made for “Small Business Saturday,” and American Expressed launched Marketplace Ads and Premium Reach Blocks to drive people to the page.
The page not only asked consumers to only shop local on Saturday, but it also advertised for 10,000 small businesses 1 day ago - Need to get advertising case study; Write me an advertising case study Doctoral Business; Case study on advertising and sales promotion .
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Retail only saw 9% increase in revenueIn the general public, 47% who saw American Express’s efforts on Facebook had a more favorable impression of the companyMore than 100,000 small business owners downloaded promotional materials from the Facebook page, and 10,000 small businesses signed up and received free Facebook advertisingThe Facebook page received over 1. 4 million fans41 elected officials declared November 27, 2010 “Small Business Saturday”The event received about 3,000 mentions in the press10.
Appleton Estate RumAppleton created a “Be A Better Host” sweepstakes on Facebook and used Facebook Ads to generate traffic to the campaign. There was also an attempt to use targeting of related demographics and key interests. Each week 14 ad variants were used against these different audience segments.
Ad performance was reviewed and optimized daily to take advantage of top performing ads. Results:6,700 sweepstakes entrants91% of clicks became connectionsMore than 20,000 new fans added within four weeks as a result of the ad campaign, a 285% increase11.
Arizona Office of TourismThe Arizona Office of Tourism (AOT) is the central location for tourists to plan and book activities while visiting the state. The office wanted to drive Facebook connections and enhance their social media marketing.
The used Facebook ads as a testing phase to gain more connections on their Facebook page by promoting special events and deals. The Facebook ads showed AOT’s different promotions like giveaways and local events.
AOT used the Likes and Interests targeting aspect of Facebook advertisements to reach specific audience. For example, it targeted Chicago Cubs fans to visit Arizona during spring training.
Results:There was a 27% conversion rate for Arizona Visitor Guide requestsThere was a 17% conversion rate for email newsletter sign ups87% of Arizona Office of Tourism’s total online marketing traffic comes from Facebook ads11. ArtlogArtlog is a social platform allowing people to connect with the international art scene.
The company decided to use Facebook Ads to promote events and sell tickets to art events like exhibitions, tours, and discussions. Ten days before Artlog hosted one of its events, it began to run Marketplace Ads to promote the event and direct people to Artlog’s website in order to purchase tickets.
Artlog looked at location and hours of the event and settled on their demographic based on those facts. The looked at age, and Likes and Interests in order to target people.
Results:The campaign received over 15,000 impressions and each ad averaged 175 click-throughsEven though its ads did not advertise the Artlog page, it has received more fans than before running the adsThe company’s website received 10 times more traffic from Facebook than other social media platforms12. ASB (bank)ASB is one of four major banks in New Zealand with over 140 branches throughout the country.
The company wanted to extend its brand on Facebook in order to grow its community and start a Virtual Branch. ASB ran an ad campaign to launch its Virtual Branch, an application users could download from their Facebook page and chat with ASB Banking Specialists about their accounts.
The company ran six different Premium Engagement Ads, some promoting ASB’s Facebook page, some promoting a laptop give-away, and some promoting the Virtual Branch application. The ads targeted all users over 18 years old living in New Zealand.
Results:There was a 10% increase in New Zealand Facebook users about the Virtual BranchThe ads received 6. 5 million impressionsThe application was downloaded about 13,000 timesASB saw an increase in their user engagement on the Facebook page and talk on social media about the brand13.
AT&TAY&T is a large communications service provider to businesses and individuals. The company wanted to better customer relations by speaking with customers one-on-one.
AT&T looked to its Facebook page in order to build and strengthen those relationships. It created three branches to handle this project, Marketing, E-commerce, and Customer Care.
The Marketing branch ran a campaign asking Facebook users where they would like hip-hop artist Drake to perform. He held a private show after his tour for AT&T Facebook fans only.
The E-commerce branch uses product tabs on the Facebook page and Like buttons for products on the website to keep people informed and engaged. The Customer Care branch that personally monitors and responds to posts on the AT&T Facebook Page.
Results:AT&T found through surveys that the company is over delivering on customer serviceThe perceptions of AT&T as a brand are better in their Facebook community than anywhere elseThe company reported that Facebook drives sales and provides positive ROIThe AT&T Facebook Page has over 2,100,000 fans14. Baskin RobbinsBaskin Robbins targeted ads and asking “likers” to invite other friends for a coupon.
“Baskin Robbins’ ads have been sought to entice viewers to form “Group Scoops. ” Viewers who click through are invited to “like” the brand and then invite three friends to join a Group Scoop.
If the Facebook user successfully recruits a trio of friends – who can already be Baskin Robbins “likers” – to start a group, each of the four individuals will receive a coupon for a free scoop of ice cream. ”Results:8,600 Group Scoops were created through the campaignThe equivalent of 34,400 were delivered15.
Bevy (women’s fashion)“Facebook Ads allowed Bevy to target their campaign to specific geographic locations which they highlighted in their ad copy (eg: an ad targeted to New York read “Show off your New York style. ”) Bevy has gone on to optimize their conversion rate by creating custom landing pages that carry the ad message and creative.
”Results:Bevy achieved record breaking app install rates16. Bob Evans RestaurantBob Evans Farms is a NASDAQ-listed $1.
The company runs over 600 restaurants in 18 different states.
It also distributes food for retail all over the US and Canada. Bob Evans wanted to increase its fan base on Facebook and promote its “National French Fries Day.
” The company ran targeted ads featuring the call to action “Free Sweet Potato Fries With Every Purchase on July 13. ” The ads were targeted to the locations where there were Bob Evans Restaurants and the entire state of Ohio.
Results:The campaign generated over 21,000 clicksThe Bob Evans Facebook Page grew 12,000 likes during the week-long campaign and 5,000 during the 10 days after the campaignThe campaign generated a return on investment of between 200% and 300%2,181 coupons were redeemed17. BonobosBonobos wanted to gain new customers and to sell out of specific styles.
They positioned certain clothing styles matched to targeting criteria. For instance, targeting Chicago residents and Cubs fans with an ad that offered “Pants for Wrigley” and noted that the pants were “bleacher friendly” in the copy.
Results:At the peak of Bonobos’ marketing campaign on Facebook, 10% of their site traffic was driven by Facebook18. It wanted to grow its connections to its Facebook page and engage more with its existing fans. The company decided to promote a giveaway called “Trip a Day in May Giveaway” where it gave away a free trip each day during the month of May.
targeted its Marketplace Ads to people who had travel or travel destinations listed in their Likes and Interests. It also targeted friends of fans and used Sponsored Stories to get more connections.
Results:The giveaway had over 1 million entriesOver 39,000 users liked the Facebook Page through ads and almost 15,000 users liked the Facebook page through organic impressions35-40% of the new likes were generated through Sponsored StoriesThere was a 30% increase in revenue month over month in JuneThere was a 1,400% increase in revenue for the second quarter in 2011 when compared to the second quarter in 201019. BonprixBonprix is one of Germany’s top retailers with over 9 million customers.
The retailer created the bonprix Facebook Page in 2009 and in 2010, they were looking to increase the traffic to their online site Advertising case studies and case histories – search thousands of award-winning advertising and marketing campaigns by industry, country, objective, media .
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The company ran several different ads targeted at different groups based on gender, age, and Likes and Interests. They ran certain special deal ads sometimes and other ads every day.
Results:bonprix was able to take the ad analytics to identify its strongest targeted groups20. BudweiserBudweiser is a huge brand-name beer in over 130 countries.
It wanted to connect to its fans, a large portion who are sports fans, world-wide during the World Cup in 2010. The company created a brand new page to focus on the World Cup and allowed fans to participate in activities to support their team.
Budweiser targeted people who had listed “sports” and “beer” in their likes and interests in the countries where they had a presence. They also targeted people who had already liked their other Facebook pages.
The company ran Premium Facebook Ads and Marketplace Ads to reach users on the Home Screen and User Profiles. Results:The page gained 6 fans every minute during the first days of the World CupMore than 900,000 people had clicked to go to the page by the campaign’s completion21.
Burt’s Bees After the launch of their new product line, “Lips Go Bloom,” Burt’s Bees wanted to promote the new line and continue to build on the engagement on their Facebook page. The company created a 90 second short film featuring the shades of the new lip balm, and Burt’s Bees also allowed fans to send messages to their friends explaining their friends’ “natural beauty.
” The company ran a broad Reach Block ad, and followed that ad up with Sponsor Stories. Results:The animated short received 23,000 playsThe lip balm’s tab on the Burt’s Bees’s Facebook Page received over 82,000 views during the campaign22.
Canvas People (online canvas printer)Canvas People ran Facebook Ads that focused on memorable life moments, such as getting engaged or having a child. They targeted Facebook users interested in photographers, moms, dancers, and inspiration.
The ads used question like “Love shoes?” and “Love Art?” to grab attention. Results:180,000 Facebook likesCarnival is a leading cruise line company in the world.
The company wanted to increase its connections and engagements on its Facebook Page by promoting its new cruise ship, Carnival Magic, and two big sweepstakes. Carnival took out several Marketplace Ads targeted at US users over 21.
The ads took users to the Facebook page where they could enter into the two sweepstakes after liking the page. Carnival also promoted its new ship, Carnival Magic, by posting videos of the naming ceremony and interviews with the captain that user could interact with.
After watch the videos, users could answer questions in a quiz and be entered to win a free cruise to the Caribbean for four. The company also used Sponsored Stories to target friends of fans.
Results:In June 2011, Carnival because the first cruise company to reach 1 million fansAlmost 1/3 of the fan base, over 370,000 people, has come directly from Facebook ads70,000 people entered one of the sweepstakesOver 50% of Carnival Cruise Line fans visit the Facebook page dailyIn one day, the Carnival Magic videos were viewed more than 65,000 times24. Cathay Pacific (airline)Cathway created a “Travel the world in 80 days” campaign.
They targeted ads to fans and friends of fans to push this campaign, a contest to win a trip around the world. Some ads asked the question “Where in the world would you go in 80 days?” As a Hong Kong specific airline, they targeted by ad types by gender, country, and age.
the winner would get unlimited ecnomy trips from Hong Kong to any of their destinations, for 80 days. The winner visited 12 countries, add photos, videos, and blog posts.
High engagement around the brand champion winner’s content on the page. CheeriosCheerios wanted to connect to its main demographic, mothers with young children, on its Facebook page. The company made a promise saying that for every new connection on the page, they would donate a free book to First Book, a charity that gives books to needy children.
Cheerios ran a Reach Block to all women over 25 years old. They then did four different Premium Page Ads to put attention on their philanthropic actions and their cereal’s health benefits.
Results:The Cheerios Facebook Page increased 1,500% by going from almost 9,000 fans to over 130,000 fansThey broke the General Mills’s highest record for engagement rate at 0. 19%More than 124,000 books were donated to First Book26.
Clorox GreenClorox’s relatively new Green Works cleaning products line used Facebook ads to build awareness using a coupon offer connected with a philanthropic initiative. Females, ages 25-54 with precise interests related to “clean” and “green” topics were targeted.
The call to action was to download a $3 coupon and to vote on “Green Heroes” in their community who should receive grants. “The engagement rate with our coupon within the Facebook environment was much higher than previous digital coupon campaigns we have run in other apertures.
” — Scott Iason, Clorox Media Investments Group ManagerResults:More than 20,000 Green Works Facebook fans submitted comments and voted on the programThe $3 off Green Works laundry detergent campaign had an engagement rate reached . 11%33% of the 2010 fan growth were tied to Facebook ads27.
CM PhotographicsNo link – Facebook occasionally features this case study in the US Facebook ad dashboard“CM Photographics, a wedding photography business based in Minneapolis, Minnesota, used Facebook ads to reach the users it cared most about: women aged 24 to 30 living near Minneapolis who shared their relationship status on Facebook as ‘engaged. ’ Over 12 months, CM Photographics generated a significant increase in revenue after running a $600 advertising campaign on Facebook.
”Results:Over 12 months, CM Photographics generated nearly $40,000 in revenue directly from a $600 investmentOf the Facebook users who were directed to CM Photographics’ website from the ads, 60% became qualified leads28. Crime City (game)Funzio is a 20-person startup social gaming company.
In late 2010, they launched their game, Crime City, and they decided to advertise through Facebook the new release. They ran the first group of ads based on major English-speaking countries, and then they brooded those ads to more countries.
The user-tracking feature was incorporated to figure out which targeted demographic had the best retention, engagement, and monetization results. The ads’ targeted demographic was altered throughout the campaign to better reach Funzio’s prime audience.
Results:In the beginning of the campaign, Crime City had 2 million monthly, active users. 5 million monthly, active users and 900,000 daily users. 9 out of 5 by usersThe ad campaign’s impression total was over 5 billion. Successful target demographics had a click-through rate as high as 0.
Daddies Board ShopDaddies Board Shop is a fast growing skateboard ship based out of Portland, Oregon.
The company wanted to start driving more people to its e-commerce shop and get more people connected with the company on its Facebook page. Daddies began to run more than 30 different Marketplace Ads that vary in text and images to fit the appropriate market and demographic.
The company used keywords targeting when putting out its ads as well as age targeting. The ads linked directly to the company’s e-commerce site.
Results:Facebook traffic is responsible for about $45,000 annually in new revenue for the companyDaddies has expanded its market into new territories based on the ad analytics their customers. From single panel campaigns, to regional and national advertising. Outdoor Advertising FAQs · How to Buy Outdoor Advertising · Buyers' Guide · Your Sector Click on the case studies below to read the full stories. New College Lanarkshire Need help deciding what format and where to advertise?.
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More than 4,300 people connected to the company’s Facebook page, increasing engagement levels 30. Diageo is a world-wide premium drinks business featuring brands like Johnnie Walker, Crown Royal, J&B Windsor, Smirnoff, Baileys, Captain Morgen, Jose Cuervo, and Guinness.
The individual brands had many consumer-created pages, and Diageo looked at uniting all the fans under one page devoted to that brand. Diageo ran five campaigns for Smirnoff, Captain Morgen, Baileys, Jose Cuervo, and Crown Royal.
The company placed Premium Ads targeted at people who had already liked a consumer-made page and of legal-drinking age. Results:Diageo saw a 20% rise in sales resulting in a fivefold ROI31.
Domino’sDominos created an international campaign on Facebook to unify all its fan and gain new fans by offering 50% off all online pizza orders. They used Facebook pages and ads to get more likes and gave people the option to invite their friends.
“It was the first time we activated a single promotion worldwide,” said Dennis Maloney, Domino’s VP of digital marketing.
Results:Record online sales and likes in many countries including the U. EastpakEASTPAK manufactures durable backpacks, luggage, apparel, and other types of bags.
The brand went to Facebook in order to reposition itself as a lifestyle brand, and it wanted to engage more with its consumers. EASTPAK ran three different types of ads highlighting the personalities of different bags.
The company targeted its original market, America, and its new market, Europe. It also targeted 18- to 28-year-olds in the countries.
EASTPAK then went further and targeted friends of people who had clicked through on the ads. ResultsThe videos the company used in its campaign received 2 million total views33.
eTeacher GroupeTeacher Group offers live, online lessons in Chinese, English, Hebrew, and Biblical Hebrew. It decided to the run a Facebook ad campaign to generate more connections on its Facebook page and bring in new students for its online language courses. eTeacher Group used the Facebook targeting program to target people living in certain locations and what people had in their Likes and Interests.
The ads would take users to the eTeacher Group Facebook Page’s landing page where they would leave their contact information.
An advisor would later contact them and get them enrolled in the relevant course. Results:The click-through rate is higher on Facebook than any other eTeacher’s social media ad campaignsThe click-to-lead rate is double on Facebook than any other eTeacher’s social media ad campaignseTeacher Group has been able to make international connections and bring in students from around the worldThe academy has spent over $30,000 on its Facebook Ads, and it says that it has seen a significant return on investment from the ads34.
Fela! (musical)“Facebook Ads provided the musical the ability totarget and reach niche audiences at an affordable rate. A Facebook Page was created for Fela! allowing them to include social actions in allof their ads which they found rapidly developed the durability of their brand with those who were unfamiliar with Fela!.
”Results:Conversion of clicks to ticket holders = 30. 2%Total revenue from social network code = $43,130The return on investment = 877%35.
Golden Spoon (frozen yogurt)* Coupon redemption rate was reported to be approximately 18% with each e-mail promotion. GiantnerdGiantnerd ran 12 Facebook Ads campaigns in order to boost awareness and communication from its customers. They also desired new user sign-ups, conversions, orders, and visit value coming from the Giantnerd Facebook Page.
The company puts out Facebook Ads targeting its 18- to 30-year-old demographic. They also use keywords on customers’ Facebook likes and interests to build their targeted group.
Results:There has been a 3,300% increase in traffic to the Giantnerd site from their Facebook pageThere was also a 250% increase in conversions and a 220% increase in new user sign-upsGiantnerd experienced a 100% increase in revenueDuring their campaign time periods there was a 50% increase in average order value and a 30% increase in orders alone37. Gonuts With DonutsGonuts with Donuts is a restaurant that offers an array of different flavored donuts in different shapes and sizes.
The company’s creator, Lalin Jinasena, wanted to build up his brand awareness in Sri Lanka, so he took to Facebook to build a base and brand awareness with his customers.
Jinasena targeted people who might be interested in his donuts in Colombo. He wanted to get people to like his company’s Facebook page where he advertised new donut flavors.
Results:More than 10,000 people connected to the Gonuts for Donuts Facebook Page within a few months, a 750% increaseThe company successfully opened 7 new storesCertain campaigns received up to 0. The company’s “Mini Birthday Donuts” campaign received over 11 million impressions in 10 days38. HauteLookHauteLook wanted to connect to its customers past email, and they believed Facebook was an opportune platform.
They also decided to have a Facebook fan exclusive sale. The company ran different types of Facebook ads to test different areas.
They were able to reach a lot of customers by targeting people with certain keywords in their likes and interests. Results:The sale event gave HauteLook’s Facebook page 36,000 new fansConversion rates doubled39.
Hapa (chocolate spread)Hapa is a leading chocolate spread in Norway. It has a broad audience with 90% of Norwegians knowing the brand.
The brand does, however, have a small emphasis on the demographic 20- to 35-year-olds with a slight lean towards men. The brand was looking to revitalize itself with a new image and decided to team up with the Norwegian Rock-Paper-Scissors Championships.
The brand ran event, poll, and ordinary ads focusing on the Norwegian 20 to 35 years old demographic. 8% during the campaignThe Hapa Facebook Page went from 1,000 fans to 6,500 fans40. Healthy ChoiceHealthy Choice wanted to promote its Facebook presence, and they decided to do this through offering coupons in Facebook ads.
The coupon being offered to fans increased in savings the more fans the page garnered. The company ran two sets of Premium and Marketplace Ads for a week at a time advertising the coupon.
They targeted people with healthy living keywords in their interests or likes and women aged 18 and older Guests have included Superdry, whose marketing campaigns have seen the brand Real world case studies offer you the opportunity to build your expertise .
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Healthy Choice Canada Healthy Choice Canada had no Facebook presence and wanted to build a community where brand and fans could communicate ideas. The brand decided to focus on its “Make Lunch Matter” initiative to promote the important of eating nutritious lunches.
Healthy Choice Canada ran three Reach Block advertisements. The second and third offered coupons and savings on Healthy Choice products in Canada. Results:By the end of the campaign, the page at 38,000 fansOver 10,000 coupons were issued to fans, and 70% of those coupons were redeemed42.
How Fast Time FliesHow Fast Time Flies is an online scrapbook company that was looking to increase its membership and in its turn its orders. The company placed out Facebook ads targeting keywords on potential consumers’ Facebook pages keywords in their profiles like “photography,” “scrapbooking,” “married,” and “women.
” She also ran the ads around occasions like Easter, Thanksgiving, or graduation. Results:The company’s website received over 200,000 visits from Facebook.
After the Facebook campaign, the company’s year-over-year sales increased over 70%. Huggies Huggies wanted to launch a Facebook page in Hong Kong, bring awareness to consumers, and build last relationships with consumers. The company launched a competition asking fans to upload pictures of their babies.
The top 60 photos would be placed on 10 Hong Kong buses. Huggies used an array of advertising medias for this competition, including Facebook ads targeted to a specific demographic.
Results:118,000 people became fans of Huggies in the first three weeks of the campaignMore than 6,000 baby photos were uploaded to the Huggies Facebook Page during the campaignMany fans submitted contact information for further promotional offersMany fans signed up for the Huggies’ Baby Club and downloaded the Huggies iPhone app44. Hyundai NZ Hyundai New Zealand is locally owned and independently imported to New Zealand.
In 2010 the company decided to establish a presence in social media in order to develop relationships with current and potential Hyundai owners in New Zealand. The company ran a Reach Block Ad and Premium Poll Ads.
Hyundai then used the characteristics of responders to these ads to specify their target audience for the next round of ads. Results:Over 20,000 unique engagements created by the ads.
Hyundai New Zealand fans grew 4,000% from 150 fans to 6,000 in five weeks. Jim BeamPepsiCo India wanted to create a large media presence during the Cricket World Cup, India’s biggest sporting and media event. PepsiCo wanted to create a large branding event, get its advertisements closer to its consumers, create an engaging atmosphere, and drive audiences to its Cricket World Cup app.
PepsiCo ran a 3 round ad campaign on Facebook with Premium Video Poll Ads, Premium Video Like Ads, and Premium Ads. Results:53,000 people responded to the poll ads in 24 hoursThe PepsiCo India Facebook Page received almost 16,000 connections during the campaign.
The number climbed to 22,000 with sustaining media. It wanted to celebrate its 18 year anniversary by offering fans a coupon for a free lettuce wrap and increase engagement levels with existing, new, and potential fans. The chain made an app that allowed fans to print off the coupon, and it advertised the coupon with Marketplace Like Ads.
It targeted fans, friends of fans, and people living in areas with a P. The company also used Sponsored Stories to reach friends of fans as well.
Results:40% of the people that redeemed the coupon were new guestsBy the end of the campaign, the Facebook fan based had doubled to 420,000 fansThere was a 3,300% increase in engagement levels with page posts71. PrigatPrigat is a leading fruit beverage brand in Israel.
The brand was looking to recruit more fans to its Facebook page and create connections with its consumers. It also released a new app on its page that allowed fans to take a picture of themselves.
Once the app recognized their smile, oranges would be juiced in real life. The fan could then choose which charity to send the juice.
Prigat implemented Marketplace Like Ads targeting Israelis aged 25 and older, two Reach Blocks, and Sponsored Stories to reach its consumers. Results:The page received over 16,000 likesThe Facebook Ads received over 24 million viewsThe campaign received press coverage in Israeli publications72.
RBS InsuranceRBS Insurance is the second largest insurance provider in the UK. The company used Facebook as a way to help them decided which features to include in their new iPhone app.
RBS ran a four-week Facebook ad campaign targeting users based on age, gender, location and keywords. The ads led users to the RBS Facebook Page where they were introduced to the new app and asked for their suggestions on features.
Results:The campaign received nearly 6,500 clicksAlmost 200 users completed the survey while almost 350 started the survey631 unique comments about the app features, naming, and other ideas were posted73. (RED)™(RED) is a nonprofit organization that has teams up with large brand names like Nike, Apple, and Starbucks.
The organization’s main objective is to bring awareness and help fight AIDs in Africa. (RED) launched a Facebook campaign to spread awareness to and induce engagement in users and businesses on Facebook.
It used Facebook targeting to put its ads out to people who had specific Likes and Interests listed in their profiles. Results:Over the course of the campaign, the fan count rose 117%On World AIDs Day, the (RED) Facebook Page was the third-highest Page gaining fans at 148 likes per minuteOver 100,000 changed their profile pictures to a (RED) photo or shared the (RED) Awareness Video74.
Rugby World Cup 2011The Rugby World Cup 2011 was hosted in New Zealand, and the event wanted to build a large, international audience. They also wanted to sell tickets for the tournament as well.
After the Facebook Page was created hosting several custom applications, the event ran several Facebook Ad campaigns. The Marketplace Ads used several targeting demographics including Likes and Interests in rugby, large sports events or New Zealand, friends of fans and geographic locations.
The event also ran Reach Blocks to reach all of New Zealand on Facebook.
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They then ran a third Reach Block and Poll Ads campaign to maintain momentum in ticket sells and fans.
Results:No one country comprises more than 20% of the fan populationDuring the campaign the event reached 70% of its ticket sales targetAfter search engines, Facebook was the number 1 platform to drive people to the Rugby World Cup websiteThe Facebook Ads were seen over 397 million times throughout the 15 separate campaigns run by the event75 3 days ago - Riddle me this: Why do people buy quarter-inch drill bits? In other words, we don't want to know what brands are selling -- we want to hear, read Their video promoting the #HonorYourDays campaign doesn't contain any .
ScotiabankScotiabank is a Canadian bank with over 18 million customers in 50 countries. The bank wanted to raise awareness on Facebook and provide a place where Canadians could talk out financial situations.
The bank also teams up with Valerie Pringle, a journalist on a tour talking about saving and personal finances. Scotiabank ran Premium Like Ads to bring users to the page and Event Ads to draw audiences to the Valerie Pringle roundtable discussions.
The ads targeted both men and women who would be interested in banking and geographical locations where Pringle would be visiting. They then ran a Reach Block to encourage people to listen to the live-stream discussion.
Results:During the live stream event, there were over 5,500 viewers at one timeThe ads reached over 30 million peopleFive months after the ad campaign, Scotiabanks fan base grew from 300 to 10,000Engagement has increased on the Scotiabank Facebook Page76. SephoraSephora is a leading makeup and beauty product company in North America.
The company wanted to increase its fan count on Facebook and provide a forum where it could engage with its consumers. The company has continuously put out Premium Page Ads, Premium Event Ads, and ads targeting its target demographic, women ages 25 to 45 living in specific areas.
The company also gave their products individual like buttons. Results:Since running its Facebook ads, Sephora has seen an impact on in-store and on-line salesSome of Sephora’s products have received over 3,000 likesThe company’s continuing campaigns have produced a heavily engaged atmosphere on their Facebook page77.
(jeweler)Shane Company is the largest, family-owned jeweler in North America with 20 stores in 14 major metropolitan areas in the United States.
The company wanted to update its advertising campaigns and reach its target audience, people ages 18 to 34 in relationships. created a Facebook page, and ran two Premium Poll Ads in order to instigate discussion. Results:The ads had garnered 28 million impressionsThe Premium Poll Ads received 20,000 responses78.
Silly BandzSilly Bandz is a successful youth accessory company. Since its launch, the rubber bands shaped like different figures have become very popular.
The company decided to launch a Facebook Ad campaign in order to obtain 1 million fans on the Silly Bandz Facebook Page. Silly Bandz ran 15 ads over two months targeting people who had listed Sponge Bob, Justin Beiber and Hello Kitty in their Likes and Interests. The company also integrated Facebook onto their website supplying people with the option to like different pages.
They wanted to create opportunities for engagement from their fans. Results:The Facebook page gained 250,000 fans at an average daily cost-per-click of $0.
04The company reached 1 million fans two months after it began to advertise, and its engagement rates have increasedBrand awareness has increased amongst its target demographic79. SquishableSquishable is a company that sells unique stuffed animals for children and adults such as the narwhal, platypus, and panda. The company wanted to build its word-of-mouth marketing and product awareness through its Facebook page.
Squishable put out Marketplace Ads that brought users to their Facebook page targeted at young adults in high school and college who liked Anime, Joss Whedon, and science fiction shows. They also enabled their fans to share with their friends, and they used promising discounts after reaching certain fan number milestones to get people to share.
Results:29% of the company’s website now comes from Facebook15% of the company’s sales come from its Facebook ecommerce site81. Singapore Health Promotion BoardThe Health Promotion Board (HPB Singapore) is a board under Singapore’s Ministry of Health.
The Board’s main objective is to promote healthy living. HPB Singapore went to Facebook in order to gain better brand awareness by connecting and interacting with Singaporeans.
The board has used a variety of ads including Reach Blocks, Premium Video and Like Ads and Marketplace Video and Like Ads. The ads are targeted at Singaporeans ages 13 to 34 or 25 and older.
HPB Singapore also introduced a mobile application “Diet Tracker” that allowed fans to keep track of what they eat and get an overview of of their diets. Results:Tens of millions saw the board’s Facebook adsThe ad campaigns received a 0.
32% engagement rateThe “Diet Tracker” application was downloaded 70,000 times on the iPhone82. Sofia Nizharadze (singer)Sofia Nizharadze was a contestant from Georgia in the Eurovision Song Contest in 2010.
Nizharadze wanted to increase her Facebook page fans and video views. She also wanted to drive more people to vote for her in the competition.
The advertising campaign was to spread across 32 countries. The campaign included Marketplace Ads in 32 key countries in 18 different languages.
The beginning ads directed people to Nizharadze’s Facebook Page, and the second phase directed people to watch her video singing. The final phase was to persuade people to vote for Sofia.
Each ad broadly targeted an audience in an effort to reach as many people as possible in the 32 countries. Results:The Facebook page reached 80,000 fans during the campaignNizharadze’s video was viewed more than 580,000 timesThe ads were viewed more than 428 million timesThe ads received more than 379,000 clicks83.
Sony PicturesWhen the film Dear John was going to be released, Sony Pictures ran a Facebook ad campaign in order to gain awareness and increase the fan base. Sony ran a Reach Block ad to include a large population, and then they ran Premium Engagement Ads to allow users the chance to interact with the film.
Sony then ran Premium Event Ads and Premium Poll Ads targeted at 13- to 24-year old females. Results:Dear John‘s Facebook Page during the Reach Block dayMore than 1 million people connected to the Facebook page by the release of Dear JohnThe same study found that the ads increased people’s purchase consideration by 2%84.
Sony VAIOVAIO is Sony’s leading PC brand on the market for personal and professional use. Sony wanted to increase VAIO’s fan base on Facebook, and they wanted to increase engagement with consumers through an application-based contest.
It targeted Latin Americans between 18 and 34 years old with an array of Premium Ads that called users to go to the Sony VAIO Facebook Page. After users liked the brand’s page, they were able to go to an application that allowed them to build a playlist of music based on their mood.
The contest came into play when users shared their playlist with others. Users that had playlists with the most likes were offered trips to five different places in Latin America.
Results:About 220,000 users voted on the more than 10,000 playlistsUsers spent an average of 7 minutes interacting with the Sony VAIO Facebook PageThe Facebook page was viewed over 430,000 times85.
State Bicycle CompanyState Bicycle tested to see if Facebook users passionate about music would purchase their bikes Few studies have determined whether social media advertising is effective when (2013) found that the attitudes of US college students towards Facebook Hudson and Hudson (2013) used a case study research design to explore the .
They used Broad Category targeting to send ads to fans of music groups.
Advertising effectiveness case studies | case finder | warc
They promoted cycling related events to Facebook users with the above interests in the cities those events were taking place, like promoting a specific bike ride in Austin Texas. website came from Facebook1/5th cost per click on Facebook compared to other advertising platforms10x growth in fan base, from 4,600 to 46,000-plus within 12 months86. StorQuestNo link – Facebook occasionally features this case study in the US Facebook ad dashboardStorQuest, a self service storage facilities company, set up a series of Facebook Ad campaigns targeted to college students at 21 campuses prior to Summer break.
Their ads used targeting criteria such as age, college level and location. Restuls:10% conversion rate from visits originating from Facebook Ads.
On par with Google AdWords on a cost-per-lead and cost-per-customer basis. $100 average rentals; $600 average life time value per customer. Sub-Zero and Wolf (appliances)Sub-Zero and Wolf Appliance are leaders in refrigeration, wine storage and cooking equipment. The company decided in 2009 to establish its brand on Facebook with a Facebook page.
They then wanted to increase the connections and engagements on the Facebook page. Sub-Zero and Wolf began to run ads targeted at friends of fans and people who had keywords listed in their profiles like kitchen, cooking, HGTV and refrigerators.
The company then allowed fans to like select content on the Facebook page which was then shared with their friends through posts. Results:The company’s website saw an increase in traffic being driven from Facebook88.
The Sudden Lovelys (music group)They created 25 different ads (5 unique images matched to 5 unique sets of copy) and targeted fans of She & Him, a similar band with over 150,000 fans. Facebook users landed on a Like gated tab that teased “6 free song downloads” in exchange for liking the page.
They spent a total of $250 on the entire campaign. Results:The Facebook page went from 300 to over 2,00089.
SumoKhan (game)Results:Within 3 weeks of launching, the SumoKhan user base grew from zero to over 1,500 daily active users. Consistent and targeted advertising resulted in an average user spending 18 minutes per day in SumoKhan.
Sydney Opera HouseThe Sydney Opera House is a major destination for domestic and international artists in Sydney, Australia.
The House wanted to use Facebook to grow up a community that appreciates the arts by using contests and special offers. The House put out Reach Block ads featuring top performer appearances and offering free tickets.
Sydney Opera House then used ads to target its main demographic, women ages 25 to 45 by promoting the play, “Love, Loss and What I Wore. ” The House then ran a third campaign that allowed fans to submit their photos and why they loved the landmark.
Winners would be displayed in a photographic exhibition outside the House. The ads for the contest targeted people 18 and over with Premium Like Ads.
The House also used Sponsored Links so friends of fans could see their activity with Sydney Opera House. Results:The Sydney Opera House Facebook Page gained almost 22,000 fans from the three campaignsThe page then began to grow an average of 1,000 fans every weekThe photo contest’s awareness rose 17 points after the ad campaign on FacebookOver 1,000 fans submitted their photosAbout 6,000 people entered for free tickets to see Oprah Winfrey5,100 new fans were acquired during the “Love, Loss and What I Wore” campaign73.
4% of the ads’ overall impressions came from the Sponsored Stories91. Sylvan Learning CenterSylvan Learning Center is an education company that offers in-person and live, online tutoring services to people of all ages and genders.
The company wanted to produce highly qualified direct response leads through Facebook advertising. The main objective was the get people to leave their information on the landing page and have a Sylvan advisor contact them about tutoring.
Sylvan targeted its ads based on age, gender, and location. It also ran the ads on specific days of the week when the ads would have more impact.
Results:The cost-per-aquisition goal was met92. Tasting TableTasting Table is an online newsletter featuring local recommendations to subscribers for dining, wine, cocktails, cooking, and food travel.
The company wanted to use Facebook to connect with foodies and get them to sign up for the newsletter. The company targets a wide range of people including college-educated users with restaurant or bar-related terms on their profiles, men between 21 and 39 years old who have bartending keywords, and people who have food-related movies, TV shows or magazines in their favorites.
ResultsTasting Table grew from 50,000 subscribers to 400,000 subscribers in two yearsTasting Table’s page received double the amount of connections in its two years of running ads93. Threader (apparel)Results: Of the visitors, 87% were new customers, which they were able to leverage towards sales.
Toyota Hybrid Synergy Drive Toyota wanted to create a community focused on its hybrid technologies and provide educational material to that community about energy saving technologies.
The company created the Facebook page Toyota Hybrid Solutions, and they ran target filtered Facebook Ads to push the page. Toyota targeted 21- to 35-year-olds living in Taiwan, Singapore, Indonesia, Thailand, and the Philippines.
The Premium Video Ads featured two different videos advertising Toyota Hybrid Synergy Drive. Toyota followed up with Sponsored Stories that allowed friends of fans to see Toyota Hybrid Solutions on the right of their News Feed.
Results:Page fans went from 0 to 50,000 in three weeks7. 4 million people were reached in the respected countriesToyota engaged with 45,000 fans from Taiwan, Indonesia, and Singapore95.
Truth® (PSA)Truth is a national campaign aimed at teens providing information on tobacco and addiction. Truth wanted to start a Facebook ad campaign to create more awareness about their campaign to teens.
The campaign ran for one day targeted at 12- to 17-year olds using a Reach Block, a Premium Video Comment Ad and a Premium Poll Ad. Truth wanted to bring teens to their Facebook page and induce engagement through likes, video views, and poll responses.
Results:Two weeks after the campaign, the page had gained over 32,000 connectionsThe campaign generated a 0. 46% enagagement rate99% of the truth Facebook page connections were in the targeted demographic96.
TVNZ UU is a New Zealand television channel under TVNZ, the country’s leading television and digital media company. When U was launched, the channel wanted to build a large fan base and promote its new show U Live. The channel created an informational Facebook page and application that viewers could use to participate in the U Live show.
The channel used Facebook Premium Poll an Like Ads, Reach Blocks, and Marketplace ads to reach their target demographic and New Zealanders for three weeks leading up to the channel’s launch.
Marketing, advertising and branding (ba hons) | undergraduate
This is more than the channel’s two main competitors If you can make the math work with paid advertising then you have something who have done well with this platform (there are case studies abound), I have .
The U Live app is used 3,000 uses a weekThe Facebook ads were viewed 10.
4 million timesThe ads received 19,460 engagements with rates reaching as high as 0. 44%The videos featured in the ads were played over 5,500 times97. UmbroUmbro is an English sportswear and equipment brand.
The company wanted to increase its brand awareness and connections on its Facebook page. Umbro took its “Tailored by England” campaign to Facebook.
It bought a Reach Block in order to reach 100% of its target audience. The company used the 2010 World Cup in order to generate excitement about the brand.
After the Reach Block, Umbro ran four Like Ads and one Poll Ad. Results:33,000 people connected to the Umbro Facebook Page the day of its Reach Block, 20,000 people connected in the following weeks, these connections raised the fan count from 55,000 to 120,000The Reach block generated almost 242,000 engagements, 51.
6 million impressions, almost 134,000 poll responses, and almost 15,000 video plays on the Facebook pageThe campaign reached hard-to-reach demographics, there was a 7% increase in awareness in females and 17% increase in awareness in people older than 25Intentions to buy Umbro products from Facebook users raised 6%98. Veterans Affairs CanadaVeterans Affairs Canada is a Canadian federal government department that supplies support and benefits to Canadian veteran’s and their families.
The department also runs a remembrance program that honors veterans and educated young people about remembrance. Veterans Affairs Canada wanted to reach Canadians in order to promote their remembrance program and Veteran’s Week on Facebook.
The department ran two Reach Block ads targeting all Canadians on Facebook. They then ran Premium Like and Video ads targeting all Canadians as well.
Results:The Veterans Affairs Canada Facebook Page grew 75% going from about 247,000 fans to 438,000 fansIn the month after the campaign, the department’s Facebook page received 15. 6 million impressionsThe video on the Premium Video ad was watched 64,000 timesThe user connections continued to grow after the campaign99.
Victory Motorcycles Victory Motorcycles ran a nationwide demo tour showcasing their motorcycles in an attempt to connect existing owners and potential customers. They ran the “test ride” campaign on Facebook along side with the demo tour.
Victory ran two ads during the campaign targeting males aged 35 to 54 and whoever had “motorcycles” listed in their interests. They also focused the targeted population based on geographic locations where the demo tour would be going.
The ads ran two months in those areas before the demo came. Results:The Victory Motorcycles page grew to 8,000 fans during the campaignVictory had 119 people sign up for a test ride on Facebook, the most conversions Victory had received on any site that year100.
Vionnet (fashion)Vionnet is a fashion brand now in the contemporary luxury market. The company wanted to build a web presence after the launch of its new website. It also wanted to build its presence quickly and cost-effectively.
Its goal was to reach 15,000 fans on its Facebook page in three months. Vionnet ran over 1,500 Marketplace Ads in two months targeted to English and Italian speaking people.
Results:It was able to achieve a cost-per-fan of as little as 11 centsFacebook became the third highest driver to the Vionnet websiteThe Facebook page has become an important engagement area between company and consumer101. VisitBritain 2011VisitBritain is the UK’s tourism agency.
” VisitBritain wanted to increase the amount of fans to the Love UK Facebook Page.
It used the wedding between Prince Phillip and Catherine Middleton to promote the UK through Page Like and Page Post Sponsored Stories. It also used Marketplace Ads to run polls asking for people’s predictions about the wedding.
Results:In one day, 42,000 people liked the Facebook page through Sponsored StoriesFeedback on Page Post increased by 29%102. Watsons (retail)Watsons Personal Care Stores is a leading beauty and health retailer in Singapore.
Watsons decided to build its social media presence, and began a multi-phase program to do just that.
An application called “Spin the Wheel” was created on their Facebook page where fans could spin a wheel to win different prizes. This contest was promoted through Marketplace Ads, Premium Ads, and Reach Blocks targeted towards female Singapore residents ages 18 to 34.
The company also used Sponsored Stories in order to reach friends of fans. Results:Sponsored Stories reached the highest engagement rate at 0.
26%The “Spin the Wheel” contest generated over 10 spins per second on average in its first dayOver the course of the contest, the application received an average of 33,000 spins per dayThe game brought 1 million spins in totalBy the end of the campaign the Watsons Facebook Page had almost 22,000 fansThe target audience grew 214%Average daily active users increased 563% during the campaign103. Wedding Paper Divas“Wedding Paper Divas offers exclusive designs by well-known and up-and- coming artists who design wedding invitations, bridal shower invitations, thank you cards, and other stationery.
Facebook Ads provided Wedding Paper Divas the ability to target their exact demographic whichwas 24 – 44 year old women whose relationship status on Facebook indicated that they were engaged. ”Results:Wedding Paper Divas saw a nearly 1% conversion rate from Facebook Ads and about a 110% return on investment.
Results:45% of the Facebook users who started the survey completed it versus only 28% from other marketing channels.
ZipZipPlayZipZapPlay is a gaming start-up company.
The company released its second game, Happy Habitat, and decided to move into Facebook social gaming. ZipZapPlay wanted to encourage user acquisition with the game, and they used keyword targeting Facebook ads to accomplish it.
The ads targeted people who had animals, pets, and green issues somewhere in their Likes or Interests. The company also targeted women because they responded to the nurturing side of the game more.
09%The company has been able to extend its ads across the English-speaking world like the USA, UK, Canada, Australia, New Zealand, Sweden, Finland, Norway, and the Netherlands Post Author