benchmarking saves 22%of budget on day one

© 2012 TBG Digital

Benchmarking saves 22%of budget on Day One

© 2012 TBG Digital

What’s the story?

© 2012 TBG Digital

L’Oreal wanted to launch a targetedFacebook campaign during

New York Fashion WeekSpring / Summer 2012

© 2012 TBG Digital

What did we do?

© 2012 TBG Digital

TBG Digital had limited time to optimize mid-campaigndue to the short period when New York Fashion Week was live, instead benchmarked data was used to scale

the right audiences quickly and economically

Pre-launch, TBG analysts used learnings fromhistorical campaigns to set bid prices and targeting, focusing on quantity and quality. TBG also prepared

a set of short, punch ad creative which wasimproving ad engagement at the time

© 2012 TBG Digital

What were the results?

© 2012 TBG Digital

Shorter, simpler ads

saw an improvement in ad engagement of

195%, from worstto best

22%Lower

Average Cost per Fan completed at 66% of target so 30% morefans were deliveredfor the budget

30%more fans

Cost per Fan was 22% less than the target

on DAY ONEthanks to

benchmarking

195%Improvement