Adobe Talks Social: Acer Integrated Social Campaign

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Jamie Mulligan | Social Consultant Acer-A-Day Giveaway!


Changing the world through digital

experiences

2


Adobe is the first and only

Facebook Preferred Marketing

Developer that officially supports

all four Facebook marketing APIs.

End-to-End Facebook Solution

Facebook


The Performance Difference

5

Challenges: • Drive aggressive Facebook fan

growth

• Deliver ongoing engagement opportunities

• Generate increased awareness of the Aspire S3 Ultrabook



6

Solutions: Use Adobe Social tools to: • Develop the Acer-a-Day Giveaway

app on Facebook

• Capture insights into campaigns affinity, audience demographics, and visitor engagement

• Purchase, manage and optimize social ads


Likes and Interest data

7


Ads & Apps: The Data opportunity

Likes & Interests Recommended for Acer based on the data collected from their Sweepstakes app significantly outperformed intuitively generated ones.

8

Mr. Coffee Oneida Alamo Rent A Car SEALY MATTRESS Visa Prepaid Visa Signature Gameloft Chase Freedom

Cost Likes Cost/Like CTR Campaigns (EF recommended targeting) $ 1,544 2,620 $ 0.59 0.098% Other Campaigns $ 4,028 3,651 $ 1.03 0.043%

• 2.3X higher CTR • 43% lower cost/like

$- $0.50 $1.00 $1.50 $2.00 $2.50

Week 1Week 2Week 3Week 4Week 5Week 6Week 7Week 8

Cos

t Per

Lik

e

Cost Per Like: Acer Campaign Initial Segments vs. App Segments


Specific targeting

US - Broad

FR-Geeks

DE-Broad FR 1 UK 1 France Geeks UK Geeks

France- Broad

UK.Gamers UK.Gamers Friends #REF!

Germany Gamers UK - Tech UK Tech 2

Germany Geeks US Geeks

0%

10%

20%

30%

40%

50%

60%

70%

80%

0.00% 0.01% 0.02% 0.03% 0.04% 0.05% 0.06% 0.07%

Con

vers

ion

Rat

e

CTR

Facebook: Cost Per Like by Target

CPL: $.8-$1.7 CPL: $1.7-$2.6 CPL: $2.6-$3.4 CPL: $4.3-$5.1 CPL: $4.3-$5.1

CPL: $5.1-$6. CPL: $6.-$6.8 CPL: $6.8-$7.7 11% Linear (11%)

Broad targeting gets you volume, specific targeting can get you efficiency.


Image 1

Image 2

Optimize Ad Creative


0.00%

0.01%

0.02%

0.03%

0.04%

0.05%

0.06%

0.07%

0.08%

0.09%

Apr 11,2011

Apr 12,2011

Apr 13,2011

Apr 14,2011

Apr 15,2011

Apr 16,2011

Apr 17,2011

Apr 18,2011

Apr 19,2011

Apr 20,2011

Apr 21,2011

Apr 22,2011

Apr 23,2011

Apr 24,2011

Apr 25,2011

CTR: Pauley ad

Pauley

11

• CTRs of Facebook ads drop in 2 weeks • Change creative regularly to avoid creative fatigue

CTR of Facebook ads drop in about 2 weeks.

Shelf life of Facebook ads



12

Results: • Increased U.S. Facebook Fan Base by ten

times

• Doubled Global Facebook fan presence

• Helped increase overall social impressions by 4,400%

• Drove 71% of new fans through paid media

• Achieved over 1.2 million unique visits to the page

• Attained 700,000 unique visitors to the app with a 27% share rate

Adobe Talks Social: Acer Integrated Social Campaign

Technology

Transcript of Adobe Talks Social: Acer Integrated Social Campaign