Facebook Strategy
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Facebook.1150.pptx
Marketing 1150 – Social Media Marketing
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The purpose of the Facebook page is simple: to promote a brand. The goal of the most brands is to have as many individuals like them as possible to best get their message to the masses.
It’s cheaper for coke to reach their followers than with a tv commercial.
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Appeal of Brands on Facebook
Discount
Updates & News
Interacting with like-minded people
Friends are on the page
Following a recommendation
Express their loyalty
Seeking entertainment
Questions
Give feedback
Silent members are still important. If your brand’s FB page is engaging and the person running it is funny, knowledgeable, and patient, your FB community will evolve into something wonderful. Some followers will comment on posts, others will vote in polls – and yes a number of folks will buy when you have sales or offer discounts.
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Remember that FB is continously evolving and changing its algorithm. It’s not as easy for brands to reach their facebook fans as it used to be, and social media marketers are encouraged to stay on top of Facebook updates and changes.
If you don’t keep apprised of Facebook news, your brand can be penalized for not following specific rules or understanding how specific changes will reflect on the brand’s Facebook page. Also, you may not receive as much traffic to your page if you don’t know how the latest algorithm works. This is why its important keep apprised of Facebook news and updates. Checking the facebook section of google news (under technology) will alert you to any changes and recommendations.
For example – you have to follow specific guidelines for selling or running contests.
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Facebook Page: means for your company, brand or product to have a presence on the Facebook platform. From your page you can give industry specific news, company updates, support for your clients and build a community around you or what you offer.
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https://www.facebook.com/pages/create.php
Keep in mind that you CAN change the category and name later on if needed.
Also at this stage it might be helpful that a physical address figures prominently in the setup of a local business or place, and the actual Facebook page will appear differently as well.
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Each of these classifications provides more
relevant fields for your desired Page.
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After selecting our desired classification, we'll be asked for an official name for our Business Page.
I recommend carefully selecting your name. Although Facebook allows you to change your name and URL once, it's a difficult and tedious process.
Page names are 70 characters long
Unusual capitalization is not allowed. You can ask Facebook for acceptations.
You can use your personal name on your business page if you are your own brand.
Be sure to choose the name of your business page wisely. Currently, you are able to change the name of your business only once, but Facebook changes their rules all of the time, so don’t count on that always being the case.
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Following the category selection, the next setup screen will ask for a descriptive sentence or two about your page, a URL, a Facebook page URL, and a profile picture. If you’ve selected a local business, you’ll also have the ability to select category tags to further define what your store sells.
About your page – You get 155 characters to describe your page. This description appears prominently near the top of your Facebook page on both desktop and mobile. Be as descriptive and helpful as possible.
URL – The web address for your store, company, or brand.
Facebook URL / username – You may have the option to choose a custom vanity URL for your page, i.e. facebook.com/yourbrandname.
(Facebook will ask that you reach 25 fans first before you can unlock a custom Facebook URL)
Profile picture – Upload a main profile picture/icon for your page. This photo will appear as your icon every time you comment on a post or publish in a news feed. Square dimensions are best. Facebook will force rectangular photos to be cropped to squares.
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Here is a look for a local business:
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Here is a look for a company or brand
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Make sure to fill out your profile completely.
Click on Settings in the top menu bar on your page.
Click on Page Information
Your name and category will be filled in already. Some of the most helpful bits of information to add next might be:
Start Info – You can choose when your company or product was founded, created, started, or launched. This information will appear on the history timeline to the right of your page’s feed and as an update at the very bottom of your main feed.
Address – Enter this if you want people to be able to check in via Facebook when they’re near your place.
Long description & Mission – Add additional details that explain your business or brand even further. This is a great way to go beyond the 155 character description that appears on the main page.
Phone number / Email address – Add additional contact information.
All of these details will appear on the About tab of your Facebook page.
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All of these details will appear on the About tab of your Facebook page.
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The optimal size of your profile pic is 180 x 180. You can create your profile picture for free using, www.canva.com or www.picmonkey.com. You can change this image at anytime. Ideally, you will want to use your company logo.
You can certainly hire a designer to make you something fabulous, or you can go the DIY route. Many photo editing apps like Pic Monkey or BeFunky can help with creating images of just the right dimensions. If you’re a Photoshop user, we’ve created a couple of Facebook cover photo templates that might be helpful. Canva is another super helpful tool for Facebook cover photos as it comes with several premade templates that look great right out of the box.
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Profile Picture
Upload Profile Picture
Next you'll be asked to upload a picture. This will serve as the main visual icon of your page, appearing in search results and alongside any comments you publish. While any perfectly square image will work, the recommended size is 180 x 180 pixels.
Cover Photo
Promote your new product, latest even, free challenge (or other freebie) on your cover photo.
Highlight your team or fans
Show what you can do (i.e. if you are an author show off your book)
Link your website, sales page or opt in page in the description of the photo. This link will be a hotlink that fans can click (research what this means)
Change your cover regularly as this will go into the newsfeed!!!!!
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Profile Photo – most brands use this space to post their logo or something that’s regularly associated with the brand. Your profile isn’t the biggest photo on your page but it’s visible at eye level for whoever visits your page.
Cover Photo – the biggest photo on your page, this cover photo can be a touching, amusing, or scenic image that best represents your brand and what it stands for.
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Here's what I learned about Fair Use:
It doesn't matter...
if you link back to the source and list the photographer's name
if the picture is not full-sized
if you did it innocently
if your site is non-commercial and you made no money from the use of the photo
if you didn't claim the photo was yours
if you've added commentary in addition to having the pic in the post
if the picture is embedded and not saved on your server
if you have a disclaimer on your site
if you immediately take down a pic if someone sends you a DMCA notice (you do have to take it down, but it doesn't absolve you.)
NONE OF THAT releases you from liability.
https://www.youtube.com/watch?v=HNGXud3m-so
Search for photos that are approved for use.
Creative Commons-licensed pics -- You can search for photos that are free to use (with some restrictions) through Creative Commons. Usually this means you have to attribute the photo to the owner and link back to their site. (All of my posts now have pics that are under Creative Commons license. And there are actually really great photos available.) Meghan Ward did a fantastic post on the breakdown of Creative Commons licenses plus listed some other photo sources.)
Wikimedia Commons offers free media files anyone can use. (Creative Commons license rules still apply if they attached to an image; however, many images on Wikimedia Commons are in the public domain and therefore copyright-free, meaning anyone can use and modify them for any purpose. You need to look at the description for each image and abide by those rules.
Buy a subscription to a stock photo site -- This can be pricey up front but then you have access all year. There are also sites that you can pay per pic. (Here is one example of a subscription service. Thanks to Janice Hardy for that suggestion.)
Use photos that are in the public domain; as above, Wikimedia Commons is a great place to start. Here's another list put together by the editors at Wikipedia.
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Here is a link for a list of free image websites.
https://blog.bufferapp.com/free-image-sources-list
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PicMonkey
Pro Tip – when you upload a cover photo to your page, the photo is added as an update to your timeline. If you edit the description of the photo, you can add a message to the update. Click on the photo to open up the photo viewer, and you’ll notice a link that says “Add a description.”
You can add description, tags, location, and date to your photo. Once you’ve finished, the update to your timeline will be changed to reflect your edits.
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Facebook Timeline
Your brand’s public facing facebook page. Given this timeline is so visual – perfect opportunity for you to share your company’s story.
Pinned posts – posts you want to keep front and center on your timeline.
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Facebook Timeline – Pinned Posts
Your brand’s public facing facebook page. Given this timeline is so visual – perfect opportunity for you to share your company’s story.
Pinned posts – posts you want to keep front and center on your timeline.
Brand logo
Cover photo representative of your brand
A blurb describing your brand
A longer brand description in the about section
Links to your website and social media pages
Contact information
A specific action
Events
Photos and videos
Tabs - events, polls, quizzes, and contests.
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Add to Favorites
Every individual Facebook user has a vertical navigation bar to the left of their News Feed. You can add your Business Page as a "Favorite" item here -- similar to bookmarking a web page in your web browser -- for easy access.
Doing this will help you find your page more easily.
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Reach more people - Advertise
Reach More People
Facebook will prompt you to create an advertisement to draw attention to your Page. Whether employing paid tactics is a part of your strategy or not, I recommend avoiding starting any ads at this stage -- there's no compelling content on the Page yet that would convince them to ultimately "Like" your page
You can run Facebook Ads form a Business Page but not from a personal profile page.
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Why facebook ads?
More engagement on your brand page.
More likes to your brand’s page
More traffic to your website
More people to attend your event
More app downloads
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Type of Facebook Advertisements
Boosted post
Click to website
Events
Page post engagement
Page likes
Offer claims
Multi-product carousel.
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Narrow your audience down as not everyone will be in your target audience.
Select their location, Age, Gender and Interests
While anyone will be able to find your page by searching, Facebook will show it to those in your target audience first.
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Facebook Advertising
Location
Age
Gender
Languages
Relationship
Education
Work
Financial
Home
Ethnic Affinity
Generation
Parents
Politics (US Only)
Life Events
Interests
Behaviors
Connections
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Daily budget. If you want your ad set to run continuously throughout the day, this is the option you'll want to go for. Using a daily budget means that Facebook will pace your spending per day. Keep in mind that the minimum daily budget for an ad set is $1.00 USD and must be at least 2X your CPC.
Lifetime budget. If you're looking to run your ad for a specified length of time, select lifetime budget. This means that Facebook will pace your spend over the time period you set for the ad to run.
Choose whether or not you want to bid for your objective, clicks, or impressions. (This will alter how your ad is displayed and paid for.) By doing so, you'll pay for your ad to be shown to people within your target audience that are more likely to complete your desired action, but Facebook will control what your maximum bid is.
If you don't want Facebook to set optimal bids for you, you'll want to opt for manual bidding. This option awards you full control over how much you're willing to pay per action completed. However, Facebook will provide a suggested bid based on other advertisers' behavior to give you a sense of what you should shoot for.
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80% of Advertisement revenue comes from mobile.
Great video on the $1 billion profit!!!!!
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Collaborators to your page
Admin – Complete and total access to everything (you are an admin by default)
Editor – Can edit the Page, send messages and post as the Page, create Facebook ads, see which admin created a post or comment, and view insights.
Moderator – Can respond to and delete comments on the Page, send messages as the Page, see which admin created a post or comment, create ads, and view insights.
Advertiser – Can see which admin created a post or comment, create ads and view insights.
Analyst – Can see which admin created a post or comment and view insights.
To add collaborators, go to your page settings and the “Page Roles” section. You can type in the name of any Facebook friend or person who has liked your page. Alternately, you can type in an email address associated with a Facebook account.
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Publish your first post
Status Update
Link
Photo
Video
Event
Milestone
This is your page’s timeline. You can create a new post and all of your published posts will be seen here.
If you are a local business, a Google map of your location will display on the left.
Add your hours, price range and link to your website.
Get active outside of Facebook and tell everyone you meet about your Facebook page:
Host webinars
Have interviews
Create videos
Blogging/Guest Blogging
Training – your own or as a guest
Post fresh, new content on your website regularly then share it on Facebook.
Re-post older posts again, if they are still relevant.
Ask your readers to share the post on Facebook if they enjoyed the post.
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Create a call-to-action depending on what your business is, such as Shop Now, Sign Up or Book Now.
Link it to your online shop, email opt-in page or calendar scheduling page.
Link to your mobile app, if you have one.
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Here’s a telling graphic from a BuzzSumo study showing how Facebook posts with images receive 2.3x more engagement than those without photos.
Keep in mind that visual content does exceedingly well and that Facebook is now ranking Live Video higher in people’s news feeds.
Here’s a telling graphic from a BuzzSumo study showing how Facebook posts with images receive 2.3x more engagement than those without photos.
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Publish three to five posts before you invite anyone.
The temptation might be to share your Facebook page right away with all your Facebook friends. Not so fast. Take a moment to think strategically about your plan and to seed your page with content so that it looks inviting and engaging when visitors do stop by.
Publish three to five posts before you invite anyone.
Invite your coworkers
One of the best sources of social media promotion for your company could very well be your coworkers. Ask everyone who works with you to like the page and—if willing—to recommend the page to any friends who might be interested.
Invite your Facebook friends
Facebook has a built-in feature to tell your Facebook friends about your page. Click on the Build Audience link in the top right corner of your page, and choose Invite Friends from the dropdown.
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Facebook has a built-in feature to tell your Facebook friends about your page. Click on the Build Audience link in the top right corner of your page, and choose Invite Friends from the dropdown.
You can then pick and choose which friends you’d like to invite, and you can drill down into specific sections of friends, filtered by location, school, lists, and recent interactions.
Once invited, your friends will receive a direct message with an invitation to your page. You won’t have a chance to edit the message they receive.
Send an email to your email list asking t hem to like your page.
Share your page on your personal profile.
Link your Facebook page to your personal profile in your ‘About’ section.
Add your Facebook Page custom URL to your email signature.
Add the URL to all of your marketing materials: Business cards, flyers, put it up in your store.
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Promote your Facebook page on your website
Promote your Facebook page on your website
Facebook offers a full complement of widgets and buttons that you can add to your website to make it easy for website visitors to like your page.
One of the most ubiquitous plugins is the Facebook Page Plugin. With Page Plugin, you can easily embed and promote any Facebook page without visitors ever having to leave your website.
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Promote your Facebook page in your email signature
Promote your Facebook page in your email signature
One of the most visible places you might find to promote your page is in your inbox. Edit your email signature to include a call-to-action and link to your Facebook page.
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Hold a contest
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January 7, 2016 // 12:00 AM
The Best Times to Post on Facebook, Twitter, LinkedIn & Other Social Media Sites [Infographic]
Written by Lindsay Kolowich | @lkolo25
Social media is one of the best ways to amplify the great content you’re creating. But it isn’t enough to just post content to social whenever you feel like it. Some times are better than others.
So … When’s the best time to post content to social media?
Unfortunately, there's no perfect answer. Different businesses may find different days and times work best for them. In fact, timing often depends on the platform you're using, how your target audience interacts with that platform, the region(s) you're targeting, the content of your post (e.g. funny or serious), and your goals (e.g. clicks versus shares).
That being said, there is ample data out there on optimal times to post on Facebook, Twitter, LinkedIn, Pinterest, and Instagram. In the infographic below, we've pulled together data and research collected by the folks at CoSchedule from a variety of sources, including QuickSprout, SurePayroll, The Huffington Post, Buffer, TrackMaven, Fast Company, and KISSmetrics.
Think of this data as a general guideline, and use it to help you find the optimal posting times for your business.
The Best Times to Post on Social Media
Below you'll find the data and research on the best times to post to five popular social networks: Facebook, Twitter, LinkedIn, Pinterest, and Instagram.
Which time zones do these refer to? For a United States audience, your best bet is to combine Eastern and Central time zones, as they represent almost 80% of the U.S. population. For audiences located outside the U.S., use whichever time zones your target audience uses. Finding your target audience's location or locations should be a part of your buyer persona research.
1) Best Times to Post on Facebook
People log in to Facebook on both mobile devices and desktop computers, both at work and at home. How it's used depends heavily on the audience.
The best time to post on Facebook is 3:00 p.m. on Wednesday. Other optimal times include 12:00–1:00 p.m. on Saturdays and Sundays and 1:00–4:00 p.m. on Thursdays and Fridays. [Tweet this!]
Engagement rates are 18% higher on Thursdays and Fridays, and weekdays from 1:00–4:00 p.m. tend to see the highest clickthrough rates. On Fridays, Facebook use spikes by 10%. Since people tend to be happier on Fridays, Neil Patel suggests posting funny or upbeat content to match your audience's mood.
The worst times to post on Facebook are weekends before 8:00 a.m. and after 8:00 p.m, according to SurePayroll's research.
Your fans will see your posts in their news feed; they more than likely won’t go to your page.
Check your Facebook Page Insights to see when your fans are online.
Experiment with how often to posts. Some pages post a few times a week whereas others post everyday. See what works for your audience.
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As far as the frequency with which to post, Facebook’s algorithm changes have made research into the topic rather difficult. The consensus seems to be to experiment as much as possible. As often as you have fresh, compelling content to share on Facebook, give it a try. Try testing post frequency in week-long intervals so that you can measure the results quickly.
With that, we recommend being consistent with your content. When your content is good, your audience will start to expect it on a regular basis. Even if you’re only producing enough content to post to Facebook once per day, try to stick to that schedule.
As far as ideal length, we partnered with our friends at SumAll to place the data and insights into a fun infographic. What we found was that Facebook posts with 40 characters receive 86% more engagement than those with a higher character count.
In Power Editor, how do I create a post that's scheduled to appear on my Page at a specific date and time?
To create a post that's scheduled to appear on your Page at a specific date and time:
Go to Power Editor.
Select Manage Pages from the top left drop-down menu.
Select the Page you want to manage on the left side.
Select Create Post.
Choose the type of ad you want to run and enter the info you want to include in your post.
Click Submit. Keep in mind this post isn't published yet. It's saved in the list of your posts with a half moon symbol to indicate that it's not published.
Click your selected post so that it's highlighted and then click Publish Post.
Under Publishing Options, choose Publish Now or Schedule a time to publish. Click Publish when you've made your selection.
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Posting Plan
Set aside chunks of time to do your Facebook posting.
Schedule your posts in advance using the Facebook Scheduler.
Spend 10-15 minutes a day engaging with your audience. Reply to their comments and questions.
Comment on other pages as your page so people become familiar with your page.
Check your Insights to see what is working and do more of that.
Research your audience and find out what their pain points are.
Address their questions and be the go-to source in their solution.
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https://www.youtube.com/watch?v=zr_-55kiDLM
https://www.youtube.com/watch?v=gHHQoNCFWuw
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Facebook as your Page
Like other Pages and increase your reach.
Expand your community by interacting with other Pages.
Get inspired by other Page’s posts
Using Facebook as your page means that whenever you browse other companies pages, or profiles of the people who have liked your page, you can interact with them as your page. This means your page’s name will be displayed on their walls with a link back to your Facebook page!
Here are a few things for you to do:
Go to people’s profiles who like your page and start up a conversation with them, all of their friends will see it.
Go to other companies pages that are in a similar industry and post relevant and interesting comments
Find groups that relevant to your page and interact with them, give advice, start a discussion.
Like other pages so that their stories come up in your news feed (when your using Facebook as your page).
Join other peoples conversation (providing you have something useful to add!)
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Facebook as your Page
This is a low effort, high reward tactic.
Any comments you leave are new links that people could click to get to your custom Facebook landing tab (which should have a very strong call to action to get them to click like).
However, don’t do these:
State “Come and like my page” – It looks spammy and the page admins are likely to delete your post
Be rude – As your acting on behalf of your page, you need to build a relationship with people, not annoy them or drive them away
Disrespect other pages rules – This is very similar to the above.
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https://blog.bufferapp.com/facebook-insights#reach
How many people liked your page each day, week and month
How many people unliked your page
Organic likes versus paid likes
Where your likes happened
Your page’s reach
Engagement per post
Types of posts
Pages you watch
Information about external referrals
Details on demographics
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Insights
Available after 30 people have liked your page.
Information on reach and engagement of posts.
Review when your fans are online and which types of posts are most popular.
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At the top of the Insights page, you’ll see your Page Likes, Post Reach, and Engagement stats for the week, along with a comparison to the same stats from last week.
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Another neat area to check is the demographic information on the people who visit and engage with your page.
Click on People from the Insights menu, and you can drill down into demographic information of your fans, the people reached by your posts, the people who engage with your post, and the check-ins you receive at your physical location.
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One of the newest features of Insights is the “Pages to Watch” section at the bottom of the page. You can add other pages that you want to monitor—a great way to grab some competitor research and take inspiration from the way that other pages market themselves.
To add a page, simply click on the Add Pages button at the top of the section.
Search for the name of the page you want to watch, then click to add it to your watch list. Once a page has been added, you can click on the name of the page from your Insights dashboard, and you’ll see an overview of their best posts from the week.
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All of your notifications show up here.
Be notified of any new likes, comments and shares.
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Build your Facebook Following
Use your brand’s Twitter, Google+ and Pinterest accounts to bring in new community members.
Invite your community to share.
Create the type of content your community will share
Place share buttons on your blog and website.
Be consistent (posting)
Place share information in offline content
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Sale
Party
Conference
Webinar
Contest
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Drive Sales
Increase your community
Grow your mailing list
Create brand awareness
Establish expertise
Receive feedback
Drive traffic
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Content
Don’t make everything serious and deep
Keep it short!
Stay on topic
Try to create content that’s open-ended (provoke discussion)
Let your comments be your guide (analytics)
Proofread
Evaluate your Keywords from website/blog
Avoid TMI
Some controversy is good discussion
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Sharing and Being Shared
Photos
Funny or amusing content
Heartwarming stories
Relatable content
Discounts
Viral videos
Live video
Lists, tips, and how-to’s
video – DIY projects, real estate tours, interior design, job openings, safety tips.
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During the 2017 holiday season, the jewelry company Pandora wanted to boost brand awareness in the German market. They also wanted to see if video ads could have the same success as their other Facebook ad formats.
They began this experiment by working with Facebook to adapt a successful TV commercial for the platform. Here's a look at the original commercial:
The ad was cut down to a 15-second clip which shows a woman receiving a Pandora necklace from her partner. It was also cropped into a square size for mobile users. Pandora then ran the ad targeting German audiences between the ages of 18-50. It appeared in newsfeeds and as an in-stream video ad.
Results: According to the case study, the video campaign lifted brand sentiment during the holiday season, with a 10-point lift in favorability. While Pandora or the case study didn't disclose how they measured their favorability score, they note that the lift means that more consumers favored Pandora over other jewelers because of the ad.
Financially, the campaign also provided ROI with a 61% lift in purchases and a 42% increase in new buyers.
Video can be memorable, emotional, and persuasive. While the case study notes that Pandora always had success with ads and purchases, the jeweler saw that a video format could boost brand awareness even further.
In just 15 seconds, Pandora was able to tell a short story that their target audience could identify with while also showing off their product. The increase in favorability shows that audiences who saw the ad connected with it and preferred the jeweler over other companies because of the marketing technique.
Part of Pandora's success might also be due to the video's platform adaptation. Although they didn't create a specific video for the Facebook platform, they picked a commercial that had already resonated with TV audiences and tweaked it to grab attention of fast-paced Facebook users. This is a good example of how a company can be resourceful with the content it already has while still catering to their online audiences.
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The world's third-largest chicken restaurant, Church's Chicken, wanted to see if they could use Facebook to increase in-restaurant traffic. From February to October of 2017, the chain ran a series of ads with the "Store Traffic" ad objectives. Rather than giving customers a link to a purchasing or order page, these ads offer users a call-to-action that says "Get Directions." The dynamic store-traffic ad also gives users the store information for the restaurant closest to them.
The ads ran on desktop and mobile newsfeeds and were targeted at people living near a Church's Chicken who were also interested in "quick-serve restaurants."
The study also noted that third-party data was used to target customers who were "big spenders" at these types of restaurants.
To measure the results, the team compared data from Facebook's store-reporting feature with data from all of its locations.
Results: The ads resulted in over 592,000 store visits with an 800% ROI. Each visit cost the company an average of $1.14. The ROI of the campaign was four times the team's return goal.
Takeaways
If you don't have an ecommerce business, Facebook ads can still be helpful for you if they're strategized properly. In this example, Church's ads targeted locals who like quick-serve restaurants and served them a dynamic ad with text that notified them of a restaurant in their direct area. This type of targeting and ad strategy could be helpful to small businesses or hyperlocal businesses that want to gain foot traffic or awareness from the prospective customers closest to them.
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TOMS Funnel that rocks your socks
Get ready for a Facebook sales funnel mastermind. Excellence is about to unroll in front of you. We’re about to show you behind the curtain of an epic series of campaigns. It’s done by TOMS, the company known for their One for One mission.’
Goal
TOMS goal was to show that they have great on-trend products for the Fall for both men and women with the ultimate goal of generating sales, within their EMEA region. Additionally, their goal was to include changemakers in process.
Implementation
Instead of a direct response campaign, TOMS used a 4 stage funnel.
Approach-wise they chose to use stories of changemakers which they would seamlessly link back to their products. How did they do it?
Step 1
They used videos featuring the story of various changemakers, knitting the videos together into a series of storytelling ad campaigns. Though the ads you see are in English it’s important to note that this was shown across EU. Specifically: the UK, France, Germany, The Netherlands, and the ad was translated for each market.
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Stage 1: Canvas Ads
Stage 2 – Canvas Ads
In this stage, the magic starts happening. Now they gave more content about their changemakers and linked the story to their product. Let’s see it in action:
Stage 2 also consisted of a clever giveaway. They retargeted video views with a product giveaway on FB and IG where the prize was the shoes of the campaign. What was the set up here? 🤔
To participate in the giveaway you had to have to visit a specific landing page (which was specifically built for this campaign – another customization!) to choose their favorite pair and comment telling TOMS. Hence, the 1.3 thousand comments on this ad (by the way, they got more comments than reactions!).
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Stage 1: Canvas Ads
Stage 2 – Canvas Ads
In this stage, the magic starts happening. Now they gave more content about their changemakers and linked the story to their product. Let’s see it in action:
Stage 2 also consisted of a clever giveaway. They retargeted video views with a product giveaway on FB and IG where the prize was the shoes of the campaign. What was the set up here? 🤔
To participate in the giveaway you had to have to visit a specific landing page (which was specifically built for this campaign – another customization!) to choose their favorite pair and comment telling TOMS. Hence, the 1.3 thousand comments on this ad (by the way, they got more comments than reactions!).
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Stage 3
Notice again the level of customization. TOMS is customizing per/placement.
Facebook desktop newsfeed
Here they retargeted people who view at least 25% of the videos, engaged with the canvas or engaged with the giveaway. This ‘engaged’ audience has was retargeted with products ads (dark posts, carousel, IG Stories).
Notice again the level of customization. TOMS is customizing per/placement.
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Stage 3
Instagram Stories placement
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Stage 3
And this is the Instagram feed
If you think that’s a lot of customization, then actually they took it even a step further.
This stage 3 campaign was also customized by gender. There were different creatives for male and female.
The cherry on top was the use of Dynamic Product Ad.
Besides building brand awareness on a new shoe category, TOMS ultimate goal of the campaign was to generate sales – that’s where the Dynamic Product Ad comes in.
This ad was shown to people who looked at the products on the website. Remember the giveaway in stage 2? This is where the giveaway mechanism is interesting, as these people visited the product page to participate.
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Thanks to the patience in the campaign build up (using a funnel) as opposed to direct response. This campaign got a lot of reach. Exactly how much? – 35 million people, to be precise. Violaine Marty – Social Media Coordinator at TOMS reveals to AdEspresso.
What played a huge rule was the giveaway component.
This generated a lot of engagement. in turn, this engagement resulted in a lot of traffic.
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Thanks to the patience in the campaign build up (using a funnel) as opposed to direct response. This campaign got a lot of reach. Exactly how much? – 35 million people, to be precise. Violaine Marty – Social Media Coordinator at TOMS reveals to AdEspresso.
What played a huge rule was the giveaway component.
This generated a lot of engagement. in turn, this engagement resulted in a lot of traffic.
The biggest takeaway from this campaign is that it’s more powerful to play for the long term as opposed seeking immediate gains. This was one of the most successful DPA campaigns that TOMS has ever done.
What made this DPA crush it was the way they used the funnel. They put a lot of effort into mapping the customer journey and it paid off.
It’s remarkable how much effort was put into customization in this campaign. Customizing per/market, per/placements, per/gender. If you thought your campaigns are as relevant, as they can be then this might inspire you for new heights.
What’s also noteworthy is the consistency throughout this funnel. From stage 1 to stage 4 the creative directions remained constant from start to finish. They introduced Joshua Coombes in stage 1 and stuck with it all the way until the DPA ad.
This is what built the resonance in all touch points and made this funnel effective.
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