Sony Pictures TelevisionAnimax

Facebook Proposal

Simon LowClient PartnerFacebook UK

The Facebook UK Audience

The Facebook UK Audience

The Facebook UK Audience

The Animax Audience on Facebook

Precise Targeting Broad Targeting

A combination of precise and broad targeting is recommended to deliver significant reach for the media campaign and opportunities for optimisation.

The Challenge

• Generate awareness of the service to relevant audience.

• Drive registrations.

• Generate viral distribution of stories from users of the service to their friends via Facebook.

Proposed Solutions

1. Use the Facebook page as the initial distribution point for campaign messaging as will facilitate News Feed delivery of advertising impressions, the most effective way to advertise on Facebook.

2. Use ‘Login with Facebook’ to simplify the registration process and allow sharing.

3. Build Facebook Platform into the service from the outset to generate organic stories from all users to their friends.

4. Amplify all interactions with the service with sustained paid media.

1. Using the Facebook Page

• Post content to the Facebook Page including a link to the registration site.

• Include images and videos to make the content eye-catching and engaging.

• Turn the Page Post into an advertising placement and target it towards the precise and broad audiences.

• Optimise delivery of advertising impressions to News Feed on desktop and mobile to generate highest engagement and response.

2. Use ‘Login with Facebook’

• Allow users to bring their identity to the Animax service.

• Request permissions for automatic sharing when users consumer content.

• Give users the option to share the fact that they have registered for the service with their friends on Facebook.

• Personalise the experience for users every time they visit the service by showing the content that their friends have viewed.

3. Build Facebook into the Service

• Generate stories on Facebook every time somebody watches something on the Animax service.

• Populate users’ News Feeds, the News Feeds of their friends and the users’ Timelines.

• Free, organic distribution of Animax content.

4. Targeted paid media

• Take content from the Page and convert it into an advertising message to target audiences (page Post Ads).

• Amplify user interactions with the service to their friends who are likely to have similar interests (Sponsored Stories).

• Paid, wider distribution of Animax content.

Suggested Media - Launch

A campaign delivered in this way would have the potential to reach a significant proportion of the 3m+ target audience identified in this proposal. Budgets can be increased to deliver a higher frequency of messaging or

wider target audience if required.

Suggested Media - Quarterly

Messaging existing users and target audience groups from the launch phase will encourage re-engagement with the service. This will in turn lead to more potential for amplifying those engagements to users’ friends,

generating more reach and a greater number of total registrations.

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