CASE STUDY See How This Major TV Network Was Able To Predict Reach On Facebook To Earn Off The Charts Engagement
Overview With well over 1,400 active television programs in the U.S., competition in the industry is high, and networks need to get creative when advertising their shows. This was the challenge faced by marketers at a Major TV Network, who wanted to generate awareness and tune-in for their latest show premiere. But there was a catch given the short shelf life of the promotion, they wanted to predict the reach of the campaign without sacrificing relevancy and engagement. Unified, Inc. 2016, All Rights Reserved 2
Approach Traditionally, Facebook s Reach and Frequency feature empowers brands with the ability to control the number of times their ad will be seen by users (i.e. the frequency ) over the course of a campaign and receive an accurate estimation of total reach. Recently, the Book added a One Day Reach and Frequency option, where brands can still gauge their reach based on users viewing their ad one time in a single day. This makes things much easier for marketers, who previous to this enhancement, would have to run a CPM-based campaign for one day. Working with Unified s team of social media experts, the TV Network was able to design a strategy that could identify Facebookers interested in their content within a short time period. Although The Network had run single day CPM campaigns in the past, for this campaign they leveraged the One Day Reach and Frequency tool in effort to boost engagement more effectively. Here are some key components of the campaign: TIMING IS EVERYTHING In an environment where attention spans are short lived, the choice was made to launch a very short but intensive campaign. By running for a 24 hour period, the TV Network made sure that the users interested had enough time to interact and spread the word, but not too much that they would forget to tune-in once the show aired. COMPETITIVE CUNNING The TV Network needed to go beyond their own fanbase to increase reach. To do this effectively, a list of competitive programs was carefully crafted. The Network then added the users interested in these shows to the targeting mix for the campaign to expand awareness without sacrificing relevancy. REAL-TIME, RECURRENT REACH Leveraging the One Day Reach and Frequency tool, The Network was able to precisely generate 4.5MM impressions with a frequency limit of once per user. Unified, Inc. 2016, All Rights Reserved 3
Results The campaign was successful, and delivered the following results: 250% Higher Engagement Rate Compared To CPM-Based Day Campaign 76% Lower Cost Per Engagement Rate Compared To CPM-Based Day Campaign Unified, Inc. 2016, All Rights Reserved 4
Conclusion In this case, the Major TV Network needed to drive a significant amount of engagement and awareness in a short period of time to spark interest and encourage tune-in. To do this effectively, Facebook s One Day Reach and Frequency tool was key to the overall success. The Network was able to ensure that they would have a certain level of reach without worrying about over-serving the ad. Lastly, targeting competitive audiences gave The Network more exposure to users who would be most likely to engage with the content. Unified, Inc. 2016, All Rights Reserved 5
About 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. CONTACT US sales@unified.com SIGN UP FOR A LIVE DEMO www.unified.com Unified, Inc. 2016, All Rights Reserved