benchmarking saves 22%of budget on day one
DESCRIPTION
Benchmarking in L’Oreal’s Maybelline NY campaign saw Day One’s Cost per Fan delivered 22% less than the targetTRANSCRIPT
© 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