A true and complete Facebook ad marketing case
Joao Rodriguez sat there just listening, saying no words for the day and a half. Brand Manager, Creative Manager, Facebook The advertising planner, a roomful of people, stuffed Facebook An office on Madison Avenue. The air conditioners in the house were buzzing, they sat around the cafeteria-style table, talking about it, and the whiteboards and tablets were all full of keywords. Discuss how quickly will The MegaRed brand is effectively brought to market, specifically to the perspective of Internet users. MegaRed It is a nutrient that can replace fish liver oil flakes. Now, they are tried to figure out, want netizens in the constant mouse click, hungry to find the next second of fresh topics and news process, can pause the action, attention MegaRed brand. Allows users to pause and focus on the ad itself. Facebook. Give it a name called thumbstopper. (meaning mouse click Terminator)
But while people are turning heads and busy making to-dos for upcoming advertising campaigns, Rudigers thinks the crowd is coming from Facebook's staff seem to be going in the wrong direction, ignoring the very essential and important point. He thinks: Facebook The advantage is the ability to use sophisticated analytical calculations to figure out whether people have been buying fish liver oil, or to buy nutrients that can infer that they are extremely concerned about their health. By being able to identify and refine this segment of the population in the market, you're likely to turn them into your customers. This advantage is unmatched by television advertising.
And in fact, Facebook People didn't follow Rudigers' ideas. At the event, the company's advertising planner wanted him to throw money in so that he could push ads to all ages on Facebook, or equal to For 45-year-old American women, the number is 32 million. Mr. Rudigers has been suppressing his emotions, working for Reckitt Benckiser The company, which owns MegaRed Brand), the marketing director responsible for promoting vitamins, minerals and complementary elements, finally roared out the questions he had been thinking about. "A quarter of this offer will allow me to advertise on TV!" he said. "
On the far left is Joe Rudigers, with his boss, Laurent Faraci, standing in the middle.
Facebook with both bear palms and fish
Since. 10 years ago on Facebook Since they started selling ads, there have been doubts about whether they can really bring value to their customers. For a decade, they have also been fighting tirelessly to prove this statement wrong. Such as Google Such a search engine would provide advertisers with a link that would lead directly to people searching for a particular product, while television still dominates the advertising industry by its ability to deliver content to the public. Now, Facebook Claim that it can break down people like Google, and it can be as inclusive as television.
Facebook is based on a worldwide 13 Hundreds of millions of users' preferences, browsing history, social relationships and other aspects of continuous analysis, advertisers will be able to accurately find the most correct audience, accurate evaluation of the spread of advertising effects, at the same time, like television, can spread information that can reach the widest range of people. Last year, Facebook Revenue was $7.9 billion and profit was $1.5 billion. Given that advertisers are spending $200 billion a year on television, Facebook How much of that $200 billion will go to them if you can improve your advertising quality and achieve the same level of communication as TV? All this, full of imagination space.
Facebook. Carolyn Iverson, vice president of global marketing "I think we can deliver the most concrete and tangible results for our customers, " Everson said in a recent interview. It's not ambiguous, it's like words that seem to work, and words that don't seem to work. He also worked for Omnicom Media Group Media Group, which is in charge of North American media acquisitions, believes that in the short term, Facebook and will not replace television. But it does offer a unique approach to the way it spreads to consumers. All in all, both Facebook and advertisers believe that the future is huge.
Consumer brands, from beer giants Budweiser went to clothing store Trunk Club Such start-ups want to see their ads where people are willing to spend their time. Now, it's becoming clearer that this place is Facebook. According to a research firm In June, Americans who surfed the Internet stayed on Facebook for one minute every six minutes, and on the mobile network for one minute every five minutes, according to comScore On Facebook. Among them, Housewives, who have the most prominent needs for consumer products, are the most active online users, compared to the average person on Facebook It takes three times more time! Advertisers can also trust Facebook's role in transferring more and more budgets, from printing publications to delivering mail directly Facebook. Facebook. It just announced an unexpectedly strong second-quarter increase in revenue and profits, prompting investors to boost confidence in its shares, which are again at record highs.
But Facebook Changing their advertising products and how often and how they are delivered is a headache for many marketing managers. Just a few years ago, the company was constantly explaining to major brands that it was important to get people to pay attention to your brand pages. Now it says that the so-called fans don't really matter. By the end of last year, it was trying to make advertising more shared and possible, making people who liked and commented on it more likely to share it with friends and family. After a flood of individual complaints and class-action lawsuits, Facebook Turn the boat head again. Now it claims to have the ability to use its users' data to pinpoint Facebook users, as well as the mobile client version.
Now Facebook The company's latest advertising plan is to package these segmented target customer profiles and combine them with built-in ads from other apps on your phone. Meanwhile, Facebook New video ads are also being launched, hoping to match television when it's spreading big events and events, such as movie trailers.
Given the social network's ever-changing caliber, it's no wonder Mr Rudigers is annoyed. He came before Facebook. The reason is to believe that the company's commitment to accurate customer positioning. He commented at the brainstorming session: "If you follow the plan you offer and put it to a large population, we will miss out on fish liver oil users, not to get the attention of those who are concerned about their health." "A few others R.B.'s manager also agreed.
Brett Prescott, Facebook's advertising planner who is in charge of the two-day conference, said: "It's a great deal of work Prescott's response to the opposition was calm. "Please rest assured, on Facebook," he said mildly Advertising is like hunting with a two-tube shotgun. You know where every shot struck, the bullet fell. "The last person to clap was Rudigers and R.B.'s chief marketing officer, Laurent Faraci Faracci). He was there, and he was willing to give Prescott a chance to prove himself right.
MegaRed Krill oil differs from Oreo Cookie this easy on Facebook The product that creates the momentum, it is not easy to be understood by the public, it is not easy to get attention, which brings greater difficulty to the sale invisibly. Actually, MegaRed It's essentially a derivative of fish liver oil, but it's just more advanced. About one in six American households buy fish liver oil as a nutritional supplement that is believed to give people a healthier heart. Mr Faraci said: "Eating fish liver oil is not a pleasant experience. That is a good big piece, after eating also feel that there is a fishy smell up, but also let people hiccup. And MegaRed It's a capsule, no doubt smaller. It is also more easily absorbed by the human body. It comes from the Antarctic krill, an extremely small crustacean, and fish larger than it tend to accumulate toxins in their bodies. "
But the product isn't cheap enough to cost $57 a year to eat, more than double the $25 a year typically spent on fish liver oil. Other big retailers, such as Walgreens and Costoco, have followed suit, launching their own krill oil brands, which has further depressed MegaRed's prices.
In addition to increased competition on the market, the conclusions of scientific studies on this nutrient are also contradictory. The National Institute of Health They say they have evidence that fish liver oil lowers triglycerides, which cause high cholesterol, heart disease and stroke. But researchers at the University of Auckland in New Zealand, in December last year JAMA Internal Medicine Fish liver oil has nothing to do with health, according to a report published online. Other researchers say that if you eat too much, it's actually bad for the body. Indeed, R.B The company's lawyers would never let the ad say MegaRed It can make your heart healthier. It can only be suggestive, in a seemingly scientific tone: "It makes the three indicators that reflect heart health look good: triglycerides, C- Reaction proteins as well as omega-3 index. "
R.B. owns large consumer brands such as Lysol Cleaners Durex condoms. It acquired Schiff Nutrition in December 2012 by acquiring schiff Nutrition for $1.4 billion MegaRed brand. It is believed that with its previous understanding and execution of the brand, it can give MegaRed bring spring. So, there's only one question left, can Facebook really overcome all of these challenges and make the MegaRed brand a success?
When MegaRed met Facebook
Mr. Faraci is Discover the value of Facebook in 2012. At that time he observed it as Lysol Power and Free promotional activities. The brand is designed to provide home cleaning solutions to reduce the residue of harmful substances in the home. The campaign targets the mother and highlights how much health benefits such a lightweight product can bring. Later, according to According to Nielsen, the ad made 8% of people who saw it more likely to buy such a product. So Mr. Faraci also believes in Facebook The magic of advertising can also be applied to MegaRed.
The workshop on the promotion of the product lasted approximately two days. The purpose is to let MegaRed ads have become more infectious and persuasive, allowing all supermarkets to shop while holding Facebook on their phones Mothers or grandmothers who brush all kinds of dynamics can be attracted to the first time and eventually let them buy the product. Facebook has targeted more than 100 people over the past few years The company conducted approximately 200 seminars. The seminar brought together about 20 people from R.B., Facebook, and the brand's advertising agency, MRY.
The man standing in front of the blackboard was Brett Prescott, Facebook's advertising planner, who led the two-day seminar
Before the meeting began, R.B. The company and its agents identified the topic of discussion: "What is the meaning of your heart beating?" "The idea is to take it every day MegaRed works hard to make sure you can do what's most important to you. Previously, MegaRed advertised on Facebook, probably every time When 260 people have seen it, one person likes it or acts otherly interactively. Obviously, the company wants to do better now.
The people in the room began to have a heated discussion. Is it a wave image caused by a heartbeat? Or is it a story of love? Or is it played with a song from the "Heart"? No, it's all too superficial. MegaReds The ad needs to include emotional appeal. Eric Schnabel, Facebook's creative planner in Chicago, said: "We're in What's shared on Facebook is a story about the heart. "
So the team began to freely associate scenarios. Son's wedding. Tennis every week. Go to a jazz concert. Soon, the whiteboard was plastered with ideas. Next, the team starts with Two representative customers selected on Facebook, both women, are at different ages. Doing so helps advertisers further refine their target audience.
Agnes, 65 years old, obviously the baby boomer generation. The team looked at her profile. She regularly does yoga, golfs and travels a lot. She likes to take pictures of her grandchildren, and she's on Facebook The friend on was her nephew, but her son and she didn't make friends on it. Lynda, 50. She is eager to raise her children and worry about the health of her parents. Maybe she got divorced because she went Match.com looking for online appointments above.
Schnaber outlines some framework advice: "A picture, with a classic statement, should be the purest and most moving expression." "On this basis, the team finally reached a consensus to use multiple ads to show different pieces of life, spread them over a few days or weeks, so that viewers can finally see a person's lifeline, so that the resulting advertising results should also be satisfactory." One of the advertising planners said: "We want this ad to look more like the TV series Law." and Order (Law and Order) instead of Game of Thrones Thrones (Song of Ice and Fire). "But remember not to go too far in this regard.
Because the ads that keep popping up look like spam. In general, Facebook tends to be every one when a person is constantly brushing the latest news 20。 An ad is inserted in the update. However, if the user is willing to like or leave a message for an ad, the user may see more ads. When it comes to Aggies's image as a client, the team focuses on the flaws in her life that she has never shown her passion for life. In one of the ads, a couple, at her age, carry shoulder straps in front of the Eiffel Tower for a photo. There is also a woman her age who is learning to cook the best meatballs in Italy. Finally, they made clips on the theme of "The Road home", a topic that resonates easily with people who are willing to share it with their friends and family. These are free for advertising secondary dissemination.
The differences encountered by the advertising team
Determining the content of your ads is the most interesting part. But it's here How MegaRed should spend its own advertising expenses on Facebook and R.B Tensions between the companies were high. Modern data collection technology makes it easy to target individual individual consumers and predict what they will buy. Online shopping carts, as well as two-dimensional code scanners for the last checkout in a brick-and-mortar store, record consumer purchases. Facebook. Competitors are able to re-integrate offline data with their own databases, helping advertisers accurately refine target audiences and assess the effectiveness of the ads they serve. While this integration of data is a bit of a Big Brother (i.e. invasion of privacy), Facebook It says it has worked very hard to protect users' privacy and has used sophisticated algorithmic processing to completely anonymize personal files before consolidating data.
This contains an advertisement for the product description, in The ad was posted on Facebook to 18.1 million women 45 and older. At the meeting, Rudigers's opinion was megaRed Money is best used in the link of locking in refined consumer groups. Combined with Datalogix's retail database, MegaRed Not only do you want to find consumers who are buying fish oil now, but you also want to find consumers who are particularly concerned about their heart health. They may be selected for the following behaviors, such as canned salmon meat, oatmeal, healthy element supplements, aspirin, blood pressure monitors, and so on Like the heart-related topic page on Facebook.
But Facebook Staff members do not agree with the above. Such a large cost of the detailed consumer population, will bring extremely high costs. On Facebook In the internal auction system, advertisers compete for an ad slot among users' feeds. If you're really so granular about your user base, your ads cover 1000 per ad Personally, the cost is getting higher and higher. Maybe for such a small group of people, you have to face competition from other brands because they also want to get ads to these people, which means your prices have to keep going up. Facebook. Mr. Presgett also argues that MegaRed's emotional ads may not necessarily appeal to people interested in fish liver oil.
MegaRed should do more to make every 45 American women, old or older, see the ads and then see who's interested in them. Adjust your ad delivery accordingly and place your ads in these people's subscription updates.
In the face of both, Mr Farage's experience has led him to believe the latter is more realistic, arguing that Facebook's biggest advantage is its ability to make rapid ad adjustments based on real-time feedback. But Rudigers wondered: "We don't even know if Facebook is a useful tool!" "
Over the next few months, the creative team created dozens of unique ads, which were then placed in feed updates for fish oil buyers and in front of a wider general public. Eight weeks have passed since the ad started, and more than a dozen members of the original advertising team have been assigned to write progress reports.
One of the first sets of ads for the public to spread without difference was a picture of a boy and his grandfather. With the text: "To enable him to ride successfully for the first time, push him in the right direction!" " The ad has received more than 18,000 likes and 600 comments. But another ad, with a scene of snow and ice, was meant to show MegaRed It's a product from Antarctica, but the market is very flat. Carolyn Davis, a Facebook user in Tennessee, wrote online: 'I think MegaRed smells, or eats worse than regular fish oil capsules.
Mr. Faraci, R.B., said it would be fine if the ads didn't work as they should. That's a lot cheaper than what it costs to research in the market. In fact, in any case, even if the content of the advertisement will cause some controversy. But. The ultimate question Facebook needs to face is whether the ads really bring customers to its products, on key marketing metrics.
When 12 At the end of the month, the ad campaign is over. Obviously there was a goal that it didn't accomplish, and once MegaRed wanted to use this campaign to make it on Facebook The page on has an increase of 100,000 followers, but unfortunately it's far from that goal. So what is the final feedback from the market for this advertising campaign? It takes months to really look at the ads and get them to buy the product. Because it takes Nielsen The company surveyed the true and specific number of people who saw the ads and also needed MegaRed's Datalogix to analyze how Facebook users buy in supermarkets.
In April of this year, the results came out of the water.
Nielsen In eight weeks of advertising campaigns, 18.1 million women aged 45 and over saw at least one of the ads, according to the study. This is 56% of your target audience. Of these, 2% People look at it and think they want to buy MegaRed. About one in 84 people who have seen the ad either liked it, commented on it, or shared it. This is. MegaRed's previous ad audience was three times more interactive. This greatly increases the chances of secondary advertising.
Then the next step is the most critical. What is the sale of the product? The advertising campaign generated twice as much revenue as the company committed to advertising. That's better than that R.B. is advertising on TELEVISION much better. MegaRed also received 1% more thanks to this ad campaign, according to R.B.'s IRI Shopping Data market share. R.B. has also done some television ads, some trial supplies, and in-store promotions, but the company says the market share improvement is due Facebook.
The desired sales results also directly made Mr. Rudigers a fan of Facebook. "We just need to rely on it," he said in a recent interview Facebook, where consumers congree. "However, whether for the MegaRed brand or other R.B. For the company's brands, there is no doubt that television advertising will still account for a large proportion of the budget. "We're not going to stop advertising on TV," Mr. Faraci said. It's still the primary marketing role, it has the widest audience, and the return on investment ratio is ideal. But at the same time, Facebook It also makes itself a powerful complement to television advertising, making the brand's tentacles reach millions of consumers who don't touch television at all.
R.B. The company also announced plans to adjust its advertising budget to 1 on Facebook over the next few years billions of dollars. As more and more companies benefit from online advertising, Facebook Now it's increasingly moving to every corner of the world, offering creative consulting services to advertisers and big brands. However, Facebook has about 150 advertisers and most of them are small. But Carolyn Everson, Facebook's vice president of global marketing, said in an interview that she hoped Facebook. Companies can let each customer spend their advertising budget, in return for real money. "It's a long journey, " she said with a laugh. Polaris guides all our forwards. "
Go to "Discovery" - "Take a look" browse "Friends are watching"
sent to have a look