Facebook casebook: a collection of brand campaigns on facebook, Large and Small. Nutella's facebook ads outperformed television. Applebee's: Fucebook bested other digittul ads.
Facebook casebook: a collection of brand campaigns on facebook, Large and Small. Nutella's facebook ads outperformed television. Applebee's: Fucebook bested other digittul ads.
Facebook casebook: a collection of brand campaigns on facebook, Large and Small. Nutella's facebook ads outperformed television. Applebee's: Fucebook bested other digittul ads.
by Christopher Heine For more expert insight, visit us: www.clickz.com Follow ClickZ on Twitter: @ClickZ About ClickZ ClickZ is the largest resource of interactive marketing news, infor- mation, commentary, advice, opin- ion, research, and reference in the wor|o, on||ne or on-. |rom :eerch to social, technology to trends, our coverage is expert, exclusive, and |n-oepth. lnclslve lnteractlve Marketlng LLC. C zoz ^ll rlghts reserved. __ road St, zznd Floor, New ork, N ooo( TABLE OF CONTENTS j Nutellas Facebook Ads Outperformed TV q Facebook Pans Out Worldwide for Dominos j New Action Buttons Trump Likes For Payvment j Social Ads Can Bolster Lead-Gen, Says HubSpot How u |z8 Fucebook Ad Buy Trunslormed Orubrush y Taco Bell Turns Lawsuit Into Likes y Applebee`s: Fucebook Bested Other Digitul Ads 8 How ndie Film "Certiubly ]onuthun" Used Fucebook Ads lor High CTRs How Amway Took Facebook Global 1o CNETs Smart Tactics Produce Social Explosion 11 Sponsored Cuse Studies lrom Murin Sowure Marketing News & Expert Advice rtcreook ctsreook - _ Challenge For the holiduys, Ferrero, the parent company for Nutella, a chocoluty huzelnut spreud, sought to increase awareness and sales with Fucebook uds, TV und other puid mediu lrom Dec. 1 through Dec. zq, zo11. Campaign Nutellu bought Fucebook`s Reuch Block uds, which ure designed to create a predetermined number of impressions within u demogruphic, und Premium Ads lor the eort. Five dierent versions ol the Fucebook uds were used. The creutive encouruged people to like the Fucebook. com/nutelludeutschlund puge und to try out its "Advent Culendur" upp, where they could open culendur doors in the Germun Christmus trudition. Nutellu employed the decudes-old murketing mix model (MMM) a nuanced sales attribution system lor integruted cumpuigns - to meusure the eectiveness ol Fucebook uds. Results Ferrero suid the Fucebook uds got the lurgest return on investment when compured to the other puid mediu chunnels, including TV. The compuny uttributed 1_ percent ol sules lrom the yuletide cumpuign to its Fucebook uds. n terms ol return on investment, the brund suid Fucebook uds outperlormed the TV spend, uccording to its MMM dutu. The sociul promos reuched _o percent ol the online populution in the country, equuling _.8 million unique impressions, uccording to Glk Group, a Germany-based online consumer panel provider. Angelu Kim, u new mediu munuger lor the tuly- based Ferrero, said, As well as proven incremental reuch und u positive cross-mediu eect between TV und Fucebook, we demonstruted thut Fucebook lis sules lor [CPG brunds] in brick und mortur stores." NUTELLAS FACEBOOK ADS OUTPERFORMED TV ( - rtcreook ctsreook Challenge Multinational retailers like Domino`s Pizzu huve been looking lor the right digitul plutlorm to run their globul cumpuigns. But issues such us lunguuge und nution-specic regulutions huve mude the ideu seem duunting. Dennis Muloney, Domino`s VP ol digitul murketing, und his teum decided to work closely with Fucebook`s Murketing Solutions depurtment to see il the sociul site could pun out internutionully. They creuted u one-duy promotion celebruting Domino`s _1st birthduy, oering hull-price pizzus in 1p countries. Campaign Dubbed "Globul Domino`s Duy," the cumpuign used 1p country-specic Fucebook puges. And like-gute uds - requiring users to like the brund - were served in 1o lunguuges. Muloney suid his brands one-day promotion from concept to luunch - took six months to prepure, much longer thun normul digitul cumpuigns, becuuse ol lun- guuge issues und nution-specic regulutions. St. Louis-bused ud ugency Ansiru ussisted with the eort. "t denitely took some time und coordinution," Muloney suid. "Going through thut process lor 1p countries is literully 1p times hurder thun only doing u promotion lor one country.We hud to prepure the [ud und upp] lunguuge lor euch country sepurutely." Here`s how the promotion unfolded: During the week leuding up to the cumpuign, u tub on the Domino`s Fucebook puge ulerted viewers thut "some- thing big is ubout to huppen," und leutured u shure button. A second version ol the tub wus luunched three duys belore the event, reveuling the hull-price oer und ullowing Fucebook users to shure the messuge in 1q lunguuges. n duys prior to the cumpuign, Fucebook Murket- place and Sponsored Stories ads were posted to creute uwureness. Premium uds on the sociul site encouruged users to RSVP to the event. Premium und Sponsored Stories uds run on Dec. 8, zo11, driv- ing click-throughs to the upp, where users could select their country und go to their locul/regionul Dominos ordering site. Once users liked the brund, the upp udded the discount oer to their Dominos.com shopping curt. Then, u pop-up encouruged people to shure the oer with their lriends. Results Fucebook drove _qz,ooo users to the Domino`s ordering sites on Dec. 8, zo11. "t wus wildly successlul," suid Muloney. He suid the promo- tion broke sales records in multiple countries for the brund. "t wus the rst time we uctivuted u single promotion worldwide. We uctuully think it`s the rst time uny [quick-serve restuurunt] compuny hus been uble to do thut, which is reully exciting. t got greut purticipution uround the world." While _o percent ol Domino`s stores ure in the U.S., Muloney suid his Fucebook cumpuign suw terric sules results in Koreu, sruel, the U.K., und Cunudu. The sociul plutlorm hus evolved into u worldwide digitul broudcust center lor brunds, he suid. "Fucebook hus become u single point und lunguuge thut trunslutes ulmost ucross the entire globe," Maloney said. In almost every market, it was a record-breuking duy. t either broke the record lor orders or lor how muny people visited [thut coun- try`s] Fucebook puge." FACEBOOK PANS OUT WORLDWIDE FOR DOMINOS rtcreook ctsreook - _ Challenge Puyvment Shopping Mull, u Facebook e-commerce player, was suering lrom the sume plight us muny other brunds on Fucebook - the like button wus not driving sules. "We huve ulwuys hud the like button on every single product lrom ull 1_o,ooo ol our sellers," suid Puyvment CEO Christiun Tuylor. "Essentiully the like button never worked lor shopping." Campaign When Fucebook begun letting developers creute other uction buttons on the sociul site during October zo11, Puvyment jumped on bourd, implementing "wunt" und "own" buttons belore the holiduys. The compuny - modeled uer Amuzon - put the new buttons next to its hundreds ol thousunds ol SKUs. Then, Tuylor und his teum sut buck und wuited lor the dutu. Results Aer implementing wunt und own buttons, Payvment saw customers rise lrom _oo,ooo to 1.1 million during November und December zo11 without muking un ud buy. The holiduys certuinly helped uchieve such growth, Tuylor udmitted. But he suid the "wunt" und "own" buttons drumuticully spreud the word ubout his business. When Fucebook users tup the buttons, the uction uppeurs in their lriends` news leed or news ticker. "Without u doubt, likes dropped signicuntly," Tuy- lor suid. "Whut we see now is people creuting wish lists." When usked il the buttons were increusing sules, the CEO replied, "Oh, without u doubt." NEW ACTtCN BUTTCN5 TPUMP LtKE5 FCP E-PETAtLEP Challenge HubSpot, u BzB murketing sowure rm, wunted to stir up quulied leuds through Fucebook uds. "t`s u lullucy thut puid leuds ure eusy," suid Dun Slugen, heud ol puid leud generution eorts lor HubSpot. Campaign His teum`s Fucebook eort involved a slew of ad creative variations, tuking uim ut murketing munuge- ment decision-makers in numerous geogruphic locutions. They like-guted oers, such us ebooks on sociul murketing und lree product triuls, turgeting people lrom the top, middle, und bottom ol the sules lunnels. "t took time," Slugen suid. "We looked ut plunning. We looked at post-click issues. We looked at market seusonulity und duy-purting." HubSpot ulso identied murketing directors und/or murketing munugers ut their respective compunies bused on their likes uctivity und turgeted dedicuted uds to three uge groups - zq-_q, __-qq, und q_-_q, The rm used cull-to-uction copy in uds, such us "Like HubSpot lor exclusive webinur invites, blog updutes, lree new ebooks & more!" Hubspot ulso employed Sponsored Stories, inlorming Fucebook users when one ol their lriends hud liked the HubSpot puge, n uddition, u "Try HubSpot!" tub wus creuted lor the brund`s Fucebook puge, oering u _o-duy lree triul. Results HubSpot`s Fucebook uds during Q1 zo1z lied its sules lrom the sociul site by ;1 percent when compured to zo11 overull. Slugen suid RO lor the Fucebook uds wus 1_ percent better thun other digitul eorts during the yeur`s rst quurter. He ulso suid trumc driven to HubSpot.com lrom Fucebook. com increused _p percent becuuse ol the uds. 5CCtAL AD5 CAN BCL5TEP LEAD-CEN, 5AY5 HUB5PCT 6 - rtcreook ctsreook Challenge Orubrush, u tongue scruper invented by Dr. Bob Wugstu, wusn`t growing quickly enough with print uds in retuil/wholesule trude publicutions. Smull retuilers were currying the product, but Wugstu und his murketing teum - led by CMO ]e Hurmon - wunted to reel in bigger sh. They were uble to sturt u conversution with Wulmurt, but only u lew weeks luter Hurmon lelt like the big box retuiler wus ignoring his brund. "They stopped returning our emuils. For weeks und weeks, they weren`t responding. And we didn`t wunt the thing to go cold." Campaign Thut`s when Hurmon bought uds on Facebooks self-service platform turgeting college gruduutes in Bentonville, AR, where Wulmurt is heudquurtered. The ud copy stuted thut Wulmurt employees hud bud breuth. The totul spend wus just |z8. Results Within q8 hours, u Wulmurt VP und one ol its chiel wholesule products buyers suw the ud und reuched out to Orubrush. "t shocked us," Hurmon suid, uddressing the swi response by the giguntic retuiler. He suid the execs were ulruid the ud wus turgeted to ull Wulmurt employees und hud culled to usk thut it be tuken down. Not to worry, lolks, the Orubrush CMO ussured them, only u thousund or so Bentonville residents could huve been served the tongue-in-cheek promo lor the tongue brushes. Severul weeks luter, the two-yeur-old sturtup`s product hud u spot on the shelves ol Americu`s lurgest retuiler - in _,_oo Walmart stores. "t worked," Hurmon suid, chuckling. HCW A $28 FACEBCCK AD BUY TPAN5FCPMED A 5TAPT-UP rtcreook ctsreook - ; Challenge Applebee`s Neighborhood Grill & Bar, probably best known for steaks, shrimp, und burgers, wunted to creute uwureness umong consum- ers who were counting their culories. So with the help ol murketing ugency Expion, the brund developed un integruted eort culled "Under __o" thut included u heulthy dose ol Fucebook. Campaign Applebees ran a series of Facebook uds, including sponsored stories, during Qq zo11. The puid promo- tions involved u hundlul ol creutive vuriutions, using Fucebook`s Premium und Murket- pluce ud-buying plutlorms. n uddition, Applebee`s tested out u poll ud lor the rst time, usking viewers how they would exercise to burn o __o culories, letting them choose one ol three unswers. Results Bill Leibengood, executive director ol nutionul murketing ut Applebee`s, suid the Fucebook uds outper- lormed other puid digitul promotions, uchieving u _X RO. Leibengood suid the Fucebook uds helped the brund uchieve u _ percent li in revenue. "We did see thut trunslute into incrementul sules, which wus luntustic," Leibengood expluined. "We don`t uttribute ull ol thut to Fucebook, it involved un integruted plun with u good messuge. But whut we did with Fucebook hud u role in getting thut messuge out there. You suw thut ull pluy out with the vurious RO numbers lrom the dierent chunnels." The poll ud in purticulur increused the brund uwureness ol "Under __o" signicuntly, he suid, while bringing in zp,ooo responses. "We`ve seen thut [Fucebook uds ure] u greut wuy to supplement the reuch ol television," Leibengood suid. "As importuntly, it reully gives us the oppor- tunity to build engugement uround those messuges und turget specic customer segments." Challenge Whut cun u compuny do ubout u cluss uction luwsuit thut cuts to the core of its business? Taco Bell looked ut the PR crisis us u sociul mediu murketing opportunity. The tuco chuin brund wus chullenged lust yeur by un Alubumu suit thut suid its seusoned beel wus only __ percent uctuul beel. Tuco Bell lought buck with u Fucebook cumpuign. Campaign Beginning on Februury 8, zo11, the brund oered u lree beel tuco to Fucebook users who liked Tuco Bell on the sociul site. The rvine, CA-based brand ran ads on Facebook to drive more likes und coupon downlouds. The ud copy reud "Thunks so much lor your support!" The oer wus good lor consumers who hud ulreudy liked Tuco Bell - _.q million ut the time - us well us newcomers. The lust-lood brund committed to giv- ing uwuy 1o million coupons lor the tucos, which typicully retuil lrom |.pp to |1.op. Consumers hud until Februury 1_ to uccess und use the coupons. Results By the end ol the one-week promotion, Tuco Bell hud u totul ol _.o_ million likes, u net guin ol z_o,ooo. Although Tuco Bell did not disclose how muny coupons were redeemed, brund spokesperson Rob Poetsch wrote in un e-muil thut the promotion "wus un eective wuy to leveruge the power ol sociul mediu by thunking und rewurd- ing our most loyul customers lor their support." TACO BELL TURNS LAWSUIT INTO LIKES APPLEBEE'5: FACEBCCK BE5TED CTHEP DtCtTAL AD5 8 - rtcreook ctsreook HCW AN tNDtE FtLM'5 FACEBCCK AD5 CCT HtCH CTP5 Challenge When the movie murketers behind "Certiubly ]onuthun" begun testing Facebooks self-serve ad platform during Februury zo11, they mod- estly hoped to build up z_,ooo likes. At thut point, they hud none, und creuting uwureness lor the independent lm wusn`t going to be eusy. Campaign Chundos Erwin, munuging director ut Outmeul Beuch, the digitul ugency ol record lor the lm - u mocumentary about comedian ]onuthon Winters - suid his teum originully did not huve u set budget lor puid Fucebook mediu. So they tested spending |_o, |1oo, und |zoo u duy on Fucebook uds, turgeting vurious types ol users ol the sociul site. Most ol the uds utilized un imuge ol Winters, perhups best known lor his role on TV`s Mork and Mindy. "We run u lot ol uds with u wide vuriety ol turgets," Erwin expluined. "We sturted turgeting ]ohnny Cur- son, 'Tonight Show` luns [on Fucebook] combined with Robin Williums luns. We tested running uds to luns ol some ol the celebrities thut uppeur in the lm. We`ve run uds to people who like the shows thut ]onuthun uppeured on - 'Luugh n,` 'Deun Murtin Rousts.`" Results The lm opened in theuters u lew weeks luter with _q,ooo likes, doubling the murketing teum`s originul goul. During the tests, Erwin suid he leurned the most eective uds turgeted lriends ol people who hud ulreudy liked the movie`s puge. Erwin suid those ud buys got un impressive click-through rute ol z percent. "n luct, one duy we hud u click-through rute ol q.8 percent," suid Mutt Fortnow, executive producer ol "Certiubly ]onuthun." Erwin suid, "The most eective uds used the imuge ol [Winters] holding u gun to his heud. We would huve run this imuge lor every vuriution, but the Fucebook ud upprovul teum rejected it u number ol times becuuse they deemed it inuppropriute. t depended on who you got [lrom Fucebook]." Eurly on, Erwin suid, they "were blown uwuy" by the results they were getting lrom |_o per duy. "We decided to extend the test und ruised the bud- get to |1oo.und then |zoo per duy," he expluined. "We then udjusted it buck to |1oo per duy uer see- ing thut thut cumpuign wus more eective with u lower spend." Erwin suid the results led his teum to locus on optimizing Fucebook uds, insteud ol potentiully spreuding themselves thin by ulso testing Google Adwords und Twitter promos. "The sume |o.1o to |o.zo per click you spend [in other pluces] goes u lot u lurther on Fucebook," he suid. "One |o.1o click cun keep you communicuting with u lun lor us long us they remuin u lun." rtcreook ctsreook - HCW AMWAY TCCK FACEBCCK CLCBAL Challenge t seems only nuturul thut Amwuy - built on networking during the lust _o yeurs - should welcome the sociul mediu uge with greut enthusiusm. But turning u juggernuut ol its scule into un emciently run sociul mediu enterprise hud its globul teum deuling with u number ol obstucles. Campaign The brund locused on how it cun best leveruge Fucebook to help open doors lor its globul network ol sellers. It embarked on a country- by-country process, including z_ Fucebook brund puges locused on specic cultures. Michuel Edwurds, director ol digitul und experi- entiul murketing lor the compuny, expluined the importunce ol loculizing the puges in terms ol lunguuge, customs, und merchundise. "Being locully relevunt is the muin reuson why u compuny like ours needs u unique Fucebook loot- print in muny murkets," Edwurds suid. For instunce, he suid, in purts ol South Asiu und Southeust Asiu, skin-whitening cosmetics ure umong Amwuy`s most populur products. Edwurds udded thut the products "huve been reseurched, lormuluted und promoted to turget u demogruphic lor which skin pigmentution [is un importunt considerution]. So on the Thuilund puge, the tips, promotions, expert commentary, and posts will oen...uddress this unique skin issue - just like our products do. Aguin, it`s turgeting our content so it`s relevunt und vuluuble to our muny dierent uudi- ences in dierent regions." A teum ol roughly _o stuers wus put on sociul mediu murketing lor Amwuy. While regionul omces munuge some ol its Fucebook puges, the rm`s internutionul teum hus overseen the others. Hull ol Amwuy`s direct sellers ure under the uge ol _o in Austruliu. There, they`ve developed u sociul mediu churucter, "Zuc," to be u voice lor the brund`s sociul mediu eorts. The churucter supports direct- selling competitions on Fucebook, enguges event uttendees on the site, und evungelizes ubout how sociul mediu cun help individuul sellers` murketing und networking eorts. For instunce Zuc inlorms Fucebook users ubout how to creute groups on the platform to discuss business matters. Multiple people from Amways Australia/New Zeulund division munuge how the churucter inter- ucts with his uudience while posting items like photos ol events put on by the brund. The sume sociul mediu stuers uuthor wull posts in the nume ol Amwuy. One lrom ]uly zo11: "Huppy WORLD SOCAL MEDA DAY! To celebrute we huve come up with some exclusive oers lor our Fucebook luns! Simply enter the VS ol the product directly into your shopping busket. Oers upply to AUS online orders only, while stocks lust. BUY NOW. Results Marketers can learn plenty from Amways worldwide Facebook orgunizutionul skills. "Fucebook helps us tell thut story like no other globul plutlorm ever hus," suid Edwurds. "We huve always and still do send our executives and our distributor leuders ull over the world to meet distributors ut every level ol the business, whether they received u sturter kit yesterduy or z_ yeurs ugo. Now we huve u wuy to do thut online. t`s transformative for us because we can provide a globul view.. t is u technology thut connects the globul, regionul und locul dots." o - rtcreook ctsreook CNETS SMART TACTICS PRODUCE SOCIAL EXPLOSION Challenge CNET brought Nuthun Brunslord on bourd lute in zo1o us sociul mediu munuger to revitulize the consumer tech site`s stugnunt presence in the spuce. Brudlord hud very little, il uny, budget to work with, so he wus churged with turning uround CNET`s lortunes on Fucebook und Twitter with orgunic tuctics. Campaign Bransford used several key tactics: - Included Facebook like and Twitter Follow buttons in the site toolbur und mude them uvuiluble on every puge. - Optimized the size und look ol the buttons. - Regulurly monitored whut worked und whut didn`t. n other words, he tested und observed. Another tip: Don`t overdo the messuging. He posted lour to six times u duy on Fucebook, while tweet- ing 1o to zo times. "You cun denitely muke people unlollow you by posting too much in u briel spun," Brunslord expluined. "Sociul is not just ubout broudcusting. t`s ubout interucting with people." He used tools like HootSuite to schedule posts und Bit.ly to truck links, us well us Wildre lor insights on how the competition is doing on Fucebook und Twitter. "You cun see il your competitors hud u spike," he suid. l so, he then leurns "il they run some cumpuign. Did they get mentioned some- where You cun benchmurk yoursell uguinst your competitors." Results Bransford dramatically increased CNET`s Fucebook likes lrom op,ooo to 8qz,ooo, while pushing Twitter lollowers lrom zq,ooo to z1z,ooo. "t`s not the result ol some huge ud cumpuign or unything we`ve done spending u bunch ol money," he suid. "t`s ull ubout orgunic growth. My philoso- phy is thut there is not u sociul mediu bullet. You cun`t do 'X` to get to 'Y.` People ulwuys suy, 'Whut do need to do Whut do need to do` There`s not u mugic to it. Whut`s importunt is being consis- tently good, und consistently giving people things thut they wunt.. think you cun get in the weeds ol sociul mediu und lorget the importunt things." rtcreook ctsreook - PATH tNTEPACTtVE Challenge Puth nteructive, un udvertising ugency thut munuges cumpuigns lor over 1oo nutionul und locul brunds, needed u solution thut would enuble their teum to work more eectively between murketing chunnels und spend less time unulyzing dispurute dutu sets in Excel. To combut declining perlormunce due to ud-lutigue, they ulso needed u solution to uutomute Fucebook bidding und to ulert them ol drops in click-through-rute (CTR). Campaign The ugency implemented Murin Sowure to munuge their Fucebook progrum und puid seurch progrum. This enubled the ugency to eusily unulyze cross-chunnel inteructions lor customers und build holistic reports lrom u single interluce. Murin`s dynumic ud rotution leuture ullowed Puth nteructive to keep their Fucebook creutive lresh und muintuin heulthy CTRs, while Murin`s bidding ulgorithm uutomuted bid culculutions to help them ucquire more revenue. Results Through cross-chunnel integrution, Puth nteructive now spends zo less time building out client dushbourds und reports. Using dynumic ud rotution, Puth nteructive increused CTRs by __ und now spends less time munuully upduting creutive. They ure ulso uble to meet their Fucebook "lun" gouls by uutomuting bids bused on perlormunce by uudience segment. With one lurge retuil client, Puth nteructive wus uble to uchieve u _o brund puge conversion rute lor "likes". Further- more, Murin`s bidding ulgorithm decreused this client`s cost-per-like by over _o. 5TYLt5TPtCK Challenge Fushion retuiler Stylistpick needed u solution to combut declining performance due to ad blindness und uutomute bidding bused on return-on-investment (RO) gouls. They wunted to expund their online udvertising cumpuigns to puid seurch und the Google Displuy Network (GDN), und understund whut impuct their Fucebook progrum hud on the puth-to-conversion ucross their murket- ing chunnels. n purticulur, they needed u solution to bridge the gup between Fucebook uctions und website conversions. Campaign Stylistpick chose Murin Sowure to munuge their online udvertising progrums. Murin`s dynumic ud rotution leuture reduces the impuct ol ud blindness on Fucebook creutive. They lever- uge Murin`s bidding ulgorithm to muximize volume bused on RO gouls. Linking their Fucebook, puid seurch und GDN cumpuigns into Murin, Stylistpick is now uble to munuge ull their murketing chunnels in one interluce. Furthermore, Stylistpick inte- grutes their click dutu into Murin`s puth-to-conver- sion report to understund how euch online chunnel assists in a website conversion. Results Dynamic ad rotation saved Stylist- pick u signicunt umount ol time on Fucebook cumpuign munuge- ment und generuted u _o increuse in click-through-rute within the rst month. Murin`s bidding ulgorithm ullowed Stylistpick to muximize their Fucebook volume while meeting or exceeding their RO turgets. With Murin`s puth-to- conversion report, Stylistpick discovered u 1_ conversion rate for Facebook actions taken on a multi-click uttribution model, us opposed to u _ conversion rate for Facebook actions taken on a single-click uttribution model.retuil client, Puth nteructive wus uble to uchieve u _o brund puge conversion rute lor "likes". Furthermore, Murin`s bidding ulgorithm decreused this client`s cost-per- like by over _o. Sponsored Case Studies