BRAINtrust Social Media Campaign Recognized by Facebook

BRAIN­trust Mar­ket­ing, work­ing with Good­will of South­ern Nevada, has had its recent “Thank You For Lik­ing Good­will” cam­paign rec­og­nized by Face­book Stu­dio.  Face­book Stu­dio is a place to cel­e­brate the agen­cies and mar­keters that are dri­ving busi­ness growth through real con­nec­tions and authen­tic con­ver­sa­tions made pos­si­ble with Face­book. BRAIN­trust is an expert in cre­at­ing engag­ing social media mar­ket­ing strate­gies, and this is its sec­ond cam­paign noted by Facebook.

The com­plete case study is as follows:

Good­will of South­ern Nevada wanted to launch a cam­paign that would increase its Face­book audi­ence, encour­age cur­rent fans to visit its stores, and attract new cus­tomers. The tar­get audi­ence for this cam­paign was Face­book users within the Greater Las Vegas area who matched the char­ac­ter­is­tics of the stores’ cus­tomers. Rather than seek­ing out tra­di­tional media, the client wanted to use a plat­form that would reach out to a spe­cific tar­get audi­ence based on their activ­i­ties and inter­ests. Facebook’s abil­ity to hyper-target ads based on iden­ti­fi­able key­words made the plat­form a good match for this campaign.

Using Face­book appli­ca­tions and adver­tis­ing, a $5 coupon was offered to all fans that could be redeemed at any Good­will of South­ern Nevada retail store. The cam­paign ran from July 22-August 23, 2011, and boasted over­whelm­ing response both in page growth and fan engage­ment. Fans were encour­aged to to share this pro­mo­tion with their friends, but the major­ity of the traf­fic from this pro­mo­tion was dri­ven by Face­book Ads using a com­pre­hen­sive tar­get­ing strat­egy. Sev­eral ads were acti­vated, each with spe­cific respec­tive cre­ative, tar­get­ing and copy. After one week, these ads were eval­u­ated based on var­i­ous mea­sures such as CTR, CPC and CPM. Selected ads were kept live through the remain­der of the cam­paign, based on their effec­tive­ness and cost-efficiency. Both hyper-targeting and broad-category tar­get­ing were used to pen­e­trate as much of the tar­get audi­ence as possible.

Cam­paign Performance

The “Thank you for Lik­ing Good­will” cam­paign took a highly-strategized approach to Face­book Ads and page con­tent. Facebook’s abil­ity to adjust and acti­vate ads through­out the cam­paign was inte­gral in help­ing us pro­duce quan­tifi­able met­rics of suc­cess. Being able to cre­ate mul­ti­ple ads, each with their own cre­ative and tar­get audi­ence, helped us to max­i­mize the bud­get and reach effi­ciency. All active ads in this cam­paign pro­duced a 0.052% CTR, with a CPM of $0.52.

Over the 30-day cam­paign:
• Good­will of South­ern Nevada’s Face­book Page gath­ered 2,656 new fans, a 1,435% increase
• Page inter­ac­tions increased sig­nif­i­cantly, with a 461% increase in post views and 524% increase in post feed­back
• brand inter­ac­tion played a key role by engag­ing fans on a local com­mu­nity level, ask­ing them what they were buy­ing with their coupon
• hyper-targeting and broad-category ad tar­get­ing resulted in 7,654,049 impres­sions, 4,066 clicks and over 40,000 social impres­sions.
• of the 4,066 clicks on the ad, 65% of them con­tin­ued on to become a fan of the Page
• out of the 2,656 new fans, 230 (or 9%) came into their local Good­will of South­ern Nevada store and redeemed their coupon

Visit Face­book Stu­dio here:

http://facebook-studio.com/gallery#/gallery/submission/thank-you-for-liking-goodwill