SoMax Social Event. 30 oktober 2018

Transcription

1 SoMax Social Event. 30 oktober 2018

2 customer. social animals.

3 Wie ben ik? 3

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6 The Campaign Target: Countries: Audience: Sell more O Neill snow wear through E-com, retailers & wholesale. Germany & Netherlands. Extra countries: Austria, Belgium & France. Male/female, year, interest in snow wear. Including customers. 6

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8 Funnel Strategy Focus on brand O Neill: Target Geo Area (Province) Look-a-likes Audiences (Interest/Contextual): KTT Focus on Product: Target Geo Area (radius targeting) Audiences (In-Market) & Custom Match Retargeting (Non product viewers) Focus on Transactions: Paid Search: Non brand kws (+GEO) Dynamic Product Retargeting - SEE THINK DO Note: Timing can overrule the segmentation of phases vs target audiences. 8

9 Campaign timeline SEE THINK prikkelen/ interesseren/ teasen DO product verleiding/zoveel mogelijk content pull the trigger! oktober november december januari februari maart 9

10 Campaign placements 10

11 Campaign Objectives THINK SEE DO 11

12 SEE Objective REACHING NEW CUSTOMERS Why/How? interest targeting and lookalikes, but not customers, website visitors & fans COLLECTING VIDEO VIEWS (COOKIES) Why/How? with video views we can collect cookies and therefore remarket those in THINK LOW CPM & COST PER 1K PEOPLE REACHED Why/How? With low costs your targeting is spot on. That should always be the case. INCREASE BRAND AWARENESS & REACH Why/How? No need to answer this one. 12

13 SEE Creatives 13

14 SEE Results 1.9M 778K 4.8M Unique Reach (people) 3-Second Video Views Impressions 14

15 THINK Objective GENERATE CONTENT VIEWS PRODUCE HIGH QUALITY TRAFFIC Why/How? We want people to view as many products as possible. Gives us data driven advantage Why/How? Still, quality is important, but it needs to traffic that converts into product views. LOW COST PER WEBSITE CONTENT VIEW Why/How? Again: the lower the cost, the better the targeting is. BUILDING ENGAGING AUDIENCES Why/How? Based upon the customer behaviour, we can build audiences that we can show specific content 15

16 THINK Creatives 16

17 THINK Results 16K 18.6K 0.46 Website Content Views Unique Outbound Clicks Cost per Website Content View 17

18 DO Objective GENERATE (MANY) SALES Why/How? The more sales the better! Pretty obvious GET SALES FOR A LOW COST PER PURCHASE Why/How? Your campaign is paying of, when your CPA is below target A AFFORDABLE RETURN ON AD SPEND Why/How? The higher the better, get more for every euro you invest HAPPY (& RETURNING) CUSTOMERS Why/How? Again: no need to explain this one 18

19 DO Creatives 19

20 DO Results Website Purchases Cost per Website Purchase Return on Ad Spend 20

21 Measurement & Audiences Waarom de Facebook Pixel? 21

22 Measurement & Audiences 22

23 Clicks vs. View Content Clicks Aantal clicks: CPC: View Content: CPVC: Conversions 15K 0,30 1K 2,30 Aantal clicks: CPC: View Content: CPVC: 9K 1, K 0,15 23

24 Measurement & Audiences 24

25 Measurement & Audiences 25

26 Conclusies & Learnings Demographics Instagram Facebook Women Women Facebook Youngest millennials (18-24) had the highest ad recall lift in SEE Generated the most View Content in THINK. Again: millennials (25-34) had the most interaction Viewed the most products for the lowest price (25-34) Generated 62% of all purchases. Also CPA was the lowest Generated the most purchases of all placements in DO 26

27 Conclusies & Learnings Geographics & Technology Full Funnel iphone Desktop Time to view Time to buy South & North Holland generated the most reach, view content & purchases By far the most used device in the funnel, followed by Samsung Still very important in the platform mix. Desktop generated purchases at the lowest price Most popular time to view products is between The most products where sold between & Samsung (42%) vs. iphone (30%) 27

28 Thank you.

29 Heb je vragen naar aanleiding van het SoMax event of wil je dat we je helpen bij het opzetten van een mooie Social campagne? Neem dan contact op met