adtech sf 2012: facebook - how display works differently in the social environment by bart steiner
TRANSCRIPT
Bart Steiner, Founder & CEO
Geo-Targeted
Paid Digital
http://www.youtube.com/watch?v=VqkyqomVWi4
Objectives
• Build awareness of brand and characters
• Drive engagement with individual characters/products
• Convert visitors to opt-in marketing (like, email, etc.)
• Drive trial through coupon distribution
Paid Digital
Targeted marketplace ads
Pre-roll video with
companion banner
Geo targeted
Category Targeted
Regular FB ads are OK…
• Compelling content
• User-Generated social
content
• Gaming mechanics
What we did
• Facebook Microsite
– Multiple videos
– Strong CTA
– EPEW coupon Everyone Plays, Everyone Wins
– Weekly character/
product takeovers
What we did
• Bulbstorm UGC Challenge
– Pick your favorite characters
– Watch the video for that character
– Comment, vote, and share
– Add your own character
– Earn points and prizes
• Prizes
– EPEW coupon
(improves conversion)
– Branded swag
– Grand prize for a trip
The Facebook ads
• Characters and product shots
• Vote to win CTA
• Coupon and EPEW performed
best
• Spanish did not perform
• Why “like” ads?
– Even non-click throughs generated
opt-in for future contact and social
endorsement
– No “scary” 3’rd party URL
The You Tube ads
• Pre-roll with companion banner 15s & 30s
• See the rest, coupon, and prize…CTAs
– No meaningful difference in performance
• Target
– US & 6 target markets
– 70 consumer-targeted
categories
The results
• 40X ad performance vs. banners
– 250MM impressions
– 3X Facebook CTR
– <$1 CTC
• Astounding Engagement!
– 4.1MM commercial views
– 270,000+ engagements with character profiles
– 13,579 comments on profiles
• Purchase Conversion
– Coupon redemption at 40X industry norm
The moral of the tela-novella
Compelling content
+ User-generated social content
+ Gaming mechanics
+ smart ad strategy
= lower cost of conversion
AND astounding engagement.
Epilogue
And the winner is….
Phoenix | Los Angeles | New York | Milan
________________________________________
Bart Steiner Founder & CEO
Office: 602 688 8020
Email: [email protected]
Twitter: @bulbstorm
phoenix new york milan