An Entertainment Brand Used Facebook’s Lookalike Audiences ...€¦ · marketers should consider...
Transcript of An Entertainment Brand Used Facebook’s Lookalike Audiences ...€¦ · marketers should consider...
An Entertainment Brand Used Facebook’s Lookalike Audiences To Push A New Streaming Service To Popularity
C A S E S T U D Y
C H A L L E N G E
An astonishing 62.0% of Americans aged 18-29 have access to streaming video services1.
And with consumers expected to spend 22.0% more on streaming this year, clearly there
is a demand for these services—and a promising opportunity for new ventures2. But how
can a brand-new streaming service make a grand enough entrance to break into this
thriving industry?
A Leading Movie Entertainment Brand faced this question when planning to entice new
users to its recently released, groundbreaking service. Relying on the Unified Platform’s
Optimizer and Pacing Dashboard, marketers planned and executed a Facebook campaign
that earned cost-effective sign-ups.
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S T R A T E G Y
While The Brand was thriving on its particular niche within the movie business,
it wanted to capitalize on the growing consumer appetite for on-demand, online
entertainment. The Brand needed to drive new paid users to sign up for its streaming
service, which had recently been released. Since the success of their service was
closely entwined with the success of securing service adoption, marketers knew they
needed to drive sign-ups—and fast. To promote the service, marketers created a
strategy focusing on two vital aspects of the campaign:
TIGHTENED UP TARGETING:
A CROWD OF CREATIVE:
Marketers compiled over 25 targeting buckets to test,
including a Website Custom Audience (WCA) and a
Lookalike Audience based on the WCA. Marketers also
used the Unified Platform’s Optimizer , which works
as an additional layer of optimization on top of the
native tool, to automatically move the budget to the
highest performing targeting buckets, ensuring that
every dollar was spent efficiently.
Marketers created a wide variety of ads, each tailored to a different
movie or show that The Brand would provide with its streaming
service. Such an extensive array of creative would attract movie
fans of all types. Not only this, but marketers also decreased the
chances of ad fatigue by diversifying the ad formats with link, photo
link, and photo carousel ads. It would have been nearly impossible
for marketers to track the real-time performance of hundreds of
ads manually, but with the Unified Platform’s Optimizer, which
automatically moved budget to the highest performing creative,
and the Pacing Dashboard , which clearly displayed the progress
of the campaign in real-time, marketers could effortlessly track the
campaign and make any adjustments needed.
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73.0%Lower Cost Per
Conversion Than Benchmark
R E S U L T S
The campaign exceeded benchmarks, producing the following results:
53.7%Lower Cost Per Conversion
With Broader Targeting Than Limited
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Breaking into a thriving market can be difficult for a brand—even
if the brand is already well established. To attract new customers,
marketers should consider targeting the most valuable audiences
with highly tailored creative, keeping costs effective while gaining
the attention that a new venture needs. This carefully constructed
strategy, coupled with the ability to increase optimization with the
Unified Platform’s Optimizer and track progress in real-time with
the Pacing Dashboard, was key to The Brand’s success.
C O N C L U S I O N
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Unified delivers technology and services to connect marketing data sets and optimize investments across the customer journey. Unified’s software empowers Fortune 500 companies and agencies to drive marketing success in the context of their business goals. The Unified platform transforms fragmented marketing data into actionable intelligence and real-time activation. Unified has offices in New York City, San Francisco, Los Angeles, and Chicago. For more information visit www.Unified.com.
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A B O U T
------------------------------------------1 VeraQuest, “US Internet Users Who Have Access To Streaming Video Services, By Demographic, July 2016”2 Strategy Analytics as cited in press release, “US Consumer Consumer Spending On Video By Format”
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