Showing posts with label Facebook. Show all posts
Showing posts with label Facebook. Show all posts

17.10.20

It's Between You| WhatsApp


Agency: AlmapBBDO

Client: Facebook

Country: Brazil


This film had a great responsibility as the first WhatsApp film in the world. Facebook and AlmapBBDO decided to tell a real story focused on Brazilian carnival, showing a relationship between carnival rivals and a great fire that changes this relationship through the app. 

To bring more reality to the story, they filmed in real samba communities in Rio, with real fire and with actors who are actually residents of these communities.

4.10.20

Increase Your Facebook Ads ROAS With targeting ideas, and secondary metrics

 You can grow your business like crazy if you know how to increase your Return-On-Ad-Spend with Facebook Ads.

My experience


1) Use Lookalike Audiences Instead of Cold Targeting


2) Target Worldwide


3) Test All Placements

Image for post
Facebook Placements

4) Test All Ages & Genders


5) Start a Conversion and a PPE Ad at the Same Time


6) Improve Your “Positive Feedback” Score


7) Only Keep the Profitable Ads


8) Create Stronger Retargeting


9) Improve Your Landing Page Design


10) Understand the ABT of Facebook Ads


Final Words on Improving Your ROAS

12.9.16

NASA | #GlobalSelfie

In 2014, NASA found a way to get people excited about collaborating on a creative project it called the Global Selfie. By gathering photos that people posted of their environment, NASA created a mosaic of the entire world. The result is pretty incredible.
http://www.nasa.gov/content/goddard/2014-globalselfie-wrap-up/#.V9blJjtfSF5




Kraft Foods A.1. |For Almost Everything. Almost.

Kraft Foods has decided to re-brand A.1. by removing "steak" from their name and encouraging people to use the sauce on almost everything.
The posted this screenshot of their Facebook fan page changing their relationship with steak to "it's complicated."
Consumers can be resistant to a re-branding if your product has been solidified in their mind as one thing, but using humor and social media is a great way to build awareness and get people excited.

11.9.16

Essence | Justin Bieber Believe Tour Sponsorship

The European beauty brand Essence made the most of their sponsorship of Justin Bieber's Believe Tour by creating social media events around each show.
They gave away free products at shows and offered various sweepstakes that highlighted user-generated content as contest entries for free tickets and other prizes.
Not only did they generate a lot of interest in their own brand, but they helped build buzz around each of the shows on the tour. The campaign resulted in 263 million brand impressions, 82,615 brand expressions, and 35 percent of on-site activation through social.


National Geographic | My Nat Geo Covershot

National Geographic launched a Facebook contest where their fans had a chance to have their own photo featured on the cover of the magazine and win two tickets for a free vacation. All the fans had to do was upload their photos and caption it and they were automatically entered to win.


Honey Bunches of Oats | 50 Million Smiles and Counting

Honey Bunches of Oats ran a campaign with the tagline “50 Million Smiles and Counting,” during which they shared the testimonial videos, images, and quotes from fans they had "made smile" across the country in exchange for a chance to win an all-expenses paid trip. By sharing the user-submitted content across Facebook and Instagram, they were able to add 162,000 new fans (a 721% increase) and increase engagement and traffic to their pages.


Qdoba | Queso Bliss Showdown


Popular restaurant chain, Qdoba, created a campaign where their fans could vote for their favorite queso, deciding which one the company would keep and which one would have to go.
The best part about this social media campaign was that the Qdoba team updated the results in real-time, keeping everyone engaged, and building suspense around the showdown. 

Biltwell | Fan Helmet Art

Biltwell sells motorcycling accessories and does a great job of keeping their fans engaged and passionate about their brand using their Facebook fan page. 

One way they do this is by sharing fan-shared helmet art on their timeline. Fans get their 15 minutes of fame and Biltwell gets to show off the awesome things people do with their products and "delight" their fans in the process.



9.9.16

Volkswagen | Trailer Assist

BRAND:
VW
CATEGORY:
Automotive
REGION:
Norway
DATE:
January - March 2016
AGENCY:
MediaCom
MEDIA CHANNEL:
Branded Content,Online


Insight 

The market for large family cars is very competitive, and the launch of the new Passat was somewhat a challenge, as the design was not indicating this was a completely new car. 
Advanced driving assist systems, though, are main features in the new Passat including Trailer Assist. The optional Trailer Assist steers automatically while the driver is still responsible for gear shifting, acceleration and braking.  

The target audience was adult men with a family and the need for a roomy car, which often also means from time to time a need of a trailer. Passat is segment leader among family cars, and most of them are equipped with a trailer hitch. 
The agency also build on one basic insight: Most people find it difficult to reverse with a trailer and hate to do it. A system that will help them out will obviously create attention. However, MediaCom needed to demonstrate it in an exceptional way, to ensure that the target group would find it worthwhile seeing and sharing. 
Since social media to a large degree is about entertainment, and surprising videos always create a large number of viewers and involvement it decided to move along that path. 
This gave MediaCom the communication strategy and the idea for the campaign. 

Strategy 

The fight for attention is hard even for entertaining video content. MediaCom believed it had content with a potential for sharing, but in order to make it happen it had it to get it right from the start, and decided to make the content look less like a commercial thus increasing the potential for sharing. 
Most importantly it decided to focus its paid digital media towards young adult men even though the average car buyer is 40 years +. By targeting influencers rather than the actual car buyer, it expected to achieve far higher sharing and thus organic views of the video, and the car buyers would get the video from their younger colleagues and children rather than from Volkswagen directly.  
Even though it was tempting to use TV from the start, the agency decided to place TV at the end of the campaign period, to create as many organic views as possible before launching the TV ad. 
At the start it sponsored Facebook posts and placed the video on selected sites in the BeOn network. It made the content easy to share and used YouTube as the hub for organic viewing and sharing.  
The content lived up to its potential and was shared even faster than assumed. This gave a good story to use in PR, and the 250 online articles in 46 countries further increased the engagement. 

Execution 

The creative solution was to perform a stunt where the agency wanted to demonstrate an exceptional maneuvering with a trailer in reverse at high speed.  
In ordinary streets and along ordinary roads where the public should believe they observed a 100% real reverse driving with a trailer.  
In order for the illusion to be realistic, it built a trailer around a car, which it stripped for the body. This way it allowed the “trailer” to reverse with a new Passat, giving the illusion that the Passat was reversing. 
Stuntmen drove the trailer and the car and everything was recorded on video, which gave two films: One that shows the actual stunt and one behind-the-scenes film. Both produced primarily for the use in social media. 

Results 

The campaign reached the following global results initiated from a country with only five million people: 
 Created a Facebook reach of more than 55 million,   Achieved more than 28 million video views so far, 69% of these were organic.  The videos were watched in 125 different countries  Close to 1,800,000 engagements with the campaign: - 1.190.000 likes - 470.000 shares - 133.000 comments. 
 Reached 2.4 million views on YouTube, all of these were organic  The stunt was described in more than 250 online articles in more than 46 countries with more than 396 million potential readers  The campaign was launched in a post diesel gate atmosphere with a lot of negative buzz around the brand, and managed to break the negative curve  The sale of Volkswagen Passat in Norway increased 15% the following month.

13.9.14

McDonald's | Fryfutbol McDonald's


Insight

Despite 30 years of major sponsorships, McDonald’s is still not perceived to be an entirely ‘appropriate’ sponsor of the FIFA World Cup. The brand had to find a positioning which stayed true to the brand with its core values of fun and entertainment, but also brought its global sponsorship of the FIFA World Cup 2014, to life.
Unfortunately for McDonald’s, lacking appropriateness during the most cluttered time for brands, also meant simple

association with the event was a challenge. It was spending millions of dollars sponsoring events which people did not know it sponsored, or why it sponsored them. McDonald’s had to find a way to compete with the daily communication from the sponsors who were viewed as being ‘appropriate’, in a credible and fun way.
To do this, McDonald’s had to move away from talking about “Passion” or “The Fans”, and find its own space in sport. The final hurdle was to drive footfall to McDonald’s during the tournament period. To meet this challenge, McDonald’s changed its Fry Boxes Globally, for the first time. It created 12 country designs from famous designers across the world. It was OMD’s challenge to hero these new designs and ensure they would make an impact outside of the restaurant, whilst also making them appealing enough to get people to visit the restaurant.
In short, OMD had to create content which credibly associated McDonald’s with the FIFA World Cup before the tournament and redefine its sports sponsorship positioning… whilst selling products globally.

Strategy

To improve McDonald’s perceived appropriateness it had to become more relevant to sports fans. However, this couldn’t be done with a traditional McDonald’s campaign: research from previous tournaments showed that talking about McDonald’s World Cup association generically did not cut through the clutter. The brand had to associate itself with the most relevant World Cup moments at the most relevant time: ‘authentic in real-time’ became McDonald’s new FIFA strategy.
OMD created FryFutbol. In the lead-up to the tournament McDonald’s would recreate famous World Cup moments and 2014 plays using their famous fries. The strategy needed to be flexible and quick enough to make an impact every day, with scale; however, the relevance of a sporting moment differs by country, so this flexible strategy ensured the agency could create neutral content when necessary, speak to its audience in a locally relevant tone and up-weight media activity based on each country’s view of the moment.
A team was available 24/7 to create high quality content throughout the tournament that was, crucially, exclusively ownable by McDonald’s. Pre-tournament videos were created after extensive research into the three most iconic moments relevant across every European market and it launched heavily with these moments just as excitement for the World Cup reached fever pitch.
McDonald’s also needed to be in people’s News Feed the day after a match as they were catching up on the action and commentary, otherwise the relevance of the content would diminish rapidly. It was this dynamic, fun strategy which would readdress McDonald’s association with the World Cup. 
The content also drove people in-store by allowing them to interact with football content in restaurants – it provided them with something fun to do so that they wouldn’t want to leave and thought of McDonald’s as a great place to be during the World Cup.

Execution

FryFutbol recreated iconic moments in the build up to the World Cup and then recreated the major moments of every day’s play during the World Cup, all in an entertaining Fry World.
In all, McDonald’s used 10,000 fries as supporters and players, 10 hand puppeteers and more than 1,000 Fry props to create the videos. All of this helped to create 30 FryFutbol videos depicting famous and current football moments. All videos were distributed and optimised by market. This meant no support for videos depicting moments which were ‘against’ a given country, whilst up-weighting strong moments.
The strategy was played out to perfection across the World’s Facebook News Feeds, YouTube mastheads, Sports websites and blogs across Europe. Everyone was checking to see the FryFutbol action, before they wanted to see the real-life highlights!
This was the first time Facebook had created content for a partner, the first time the media agency had created content for all Global McDonald’s markets and the first time McDonald’s had activated one consistent campaign with video content, across the world.    
OMD also had to ensure that everything linked back to new Fry Boxes in-store. Therefore, McDonald’s created an augmented reality app which interacted with all 1.2 billion new boxes and allowed users to create trickshots using obstacles in-store e.g. their drinks carton. These were featured in the FryFutbol videos. For the first time, it created a reason for McDonald’s to be associated with the World Cup and created interaction with results in-store.


 



Results

Over 1 billion Fry Boxes sold! This is the most sold in a comparable period, ever.
Appropriateness scores had the greatest change between pre and during the campaign (+5%), with expected post tournament scores higher than any other major sponsorship for McDonald’s (+10%). 
What started as a European campaign in 39 countries, was taken in every major continent and all major McDonald’s markets. It was the campaign of ‘firsts’, and the results reflected the huge impact that this campaign had on the McDonald’s brand globally;
• Leading up to the World Cup, McDonald’s had the highest ranked app in a number of markets globally - the first time it had ever done this across more than one country at any given time.
• FryFutbol videos were the most viewed single piece of content for McDonald’s ever (50m+ views)
• Most ‘Liked’ campaign content in McDonald’s history (+5m Likes).



BRAND:
McDonald's
CATEGORY:
Food
REGION:
Europe
DATE:
May - May 2013
AGENCY:
OMD
MEDIA OWNER:
Facebook
MEDIA CHANNEL:
Experiential,Events,Integrated,Online,Sponsorship

19.2.13

Social platform



Businesses today are starting to understand the value of social media for marketing and are turning their attention to integrating these various platforms into their strategy. Marketing plans that continue to solely focus on traditional methods and do not include social strategies are archaic and ineffective in today's social world. However, with multiple social platforms to choose from, it can be difficult to understand how to manage each account.
When managing multiple social media accounts, it's important to understand that not all platforms were created equal. Each platform (though there are some similarities) functions independently with its own unique qualities. As a result, social media managers must treat each platform as such. Let's take a closer look at the best ways to integrate the most popular social networks that businesses use today.

Facebook

With more than 1 billion active users, it's a no-brainer that businesses should have a Facebook presence, but keep in mind that Facebook is about more than just the number of "likes" a company has. Facebook is a great way to build brand persona and awareness through updates, contests, and sharing videos or pictures. It's a place to showcase a company's culture and vision, so be cognizant of the content posted on a business page. Businesses should also take advantage of the location information users provide in their profiles, allowing for targeted advertising based on city and the option to offer deals through Facebook Places when a users "checks in" to a particular business or location.

Twitter

Twitter began as a way to quickly share "what's happening." Now with more than 170 million active users, the microsite has evolved into a successful marketing tool when used strategically. Twitter is a free way to monitor conversations happening about your brand as they are happening. This allows businesses to extend their customer service efforts, as they can detect problems early and act timely, rectifying brewing situations before they can spill over. Twitter is also a great place to find hot leads, as people constantly tweet about things they need or want. Reach out to those who are at the point of decision making and introduce them to your product or service. And because many users follow their favorite brands and businesses, Twitter is a great platform to share deals and discounts or announce sales and new products.

LinkedIn

Last year, 10 million to 15 million users per quarter joined LinkedIn. Known as the social network for professionals, LinkedIn has plenty of benefits for business. At the basis of a successful business, there are employees that keep the wheels turning and business moving forward. LinkedIn is the preferred platform to recruit top-level employees. Employers can search for candidates based on job requirements, as users publicly offer their resumes and skill sets. LinkedIn Groups is also a great place for a business to grow its network while building rapport through offering advice or helpful content.

Google+

With more than 100 million active users, Google+ is a huge success compared to its predecessor, Google Buzz. One of the biggest benefits of Google+ for businesses is improved results in Google Search, increasing your visibility and helping customers find your business faster. The +1 button also increases the chance of this visibility, as the more +1s a link has, the more attention it gets in search results. Additionally, Google+ Circles create more personal relationships with consumers, even allowing businesses to have live video chat sessions with their audience through Hangouts.

Pinterest

Hailed as the "the fastest growing social site" ever, Pinterest is a great place for businesses to focus some of their social media efforts. Consumers love pictures, especially when they are looking to purchase a product or service. But beyond posting pictures of products to drive sales, Pinterest is also the platform to build your brand and showcase your mission. Dedicate a board to the company culture or lifestyle, and pin content that shows the company's unique personality. Pinterest also drives traffic to your site, so make sure you are detailed in the description and include a link back to your site.

Because social media is an essential part of successful marketing today, marketing, community, and social media managers must be well versed in the social media platforms most used. Effectively using social media begins with proper education of the platform, as each of the ones above has the potential to be a valuable asset, not only in the success of a social media plan, but also in the success of the business overall.

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