Until today, here’s the recorded 5 successful Facebook Ad Campaign shared to us by Facebook.
Facebook shared to us some 5 big companies worldwide who manage to have a successful Facebook Ad campaign in their respective country. What we can take on this knowledge is the way these company applied and mange their Facebook advertisements.
1. Facebook Ad Campaign by Coca-Cola
Despite the entry of different sodas and carbonated drinks, Coca-Cola remains one of the most preferred soft drinks across the world. And when it comes to grabbing their audiences’ attention – they leave no stone unturned. Whether it is the “I’d like to Buy the World a Coke” campaign or the more recent “Share a Coke” campaign, the company has launched many successful campaigns over the years.
Goal: Maximizing brand interest and improving brand favorability.
The primary goal here was to engage teens and young adults while increasing brand visibility, improving brand interest and promoting brand favorability. Coca-Cola wanted to reach people from the age of 15 to 34 with an interest in music and drinks. To this end, the “Music X Coke” campaign created awareness about the newly designed cans and bottles featuring three popular music artists.
It worked because: During this multi-phased campaign, the “Music X Coke” was positioned as the cola which made summer memorable and fun. The brand started grabbing attention and building suspense by releasing teaser videos featuring music artists using the new bottles. Coke also announced the launch of its bot for Messenger with a creative from a TV commercial being repurposed as a short video.
Coca-Cola used its interactive content on the bot for Messenger and turned it into short video ads with varying duration’s. When clicked, the ad would redirect people to the bot for Messenger where the bot would engage people with questions. The bot made it possible for the brand to interact with its audience at a personal level. The brand’s aim was to target a particular age group which included young adults, teens as well as grown-ups which was achieved by combining different tools.
Visuals and video content are trending on Facebook and are more likely to be remembered. Moreover, Facebook’s algorithm-based-feed prefers video content more than written content. So, if you’re planning to use the video tool to market your brand, product or service, here are some key things to take away from Coke’s campaign:
- When using videos and/or images, make sure they’re appealing.
- Partner with artists (preferably recognized artists) to create an experience.
- Don’t shy away from using chat-bots for informal interaction.
Read in detail here: https://www.facebook.com/business/success/coca-cola-taiwan
2. Facebook Ad Campaign by Mercedes-Benz Korea
Whether you’re an automobile enthusiast or not, Mercedes-Benz is one brand that is known to all. Mercedes-Benz has been one of the world’s oldest luxury car manufacturer and is cementing its position as the industry-leading innovator in the digital world as well. It is yet another brand that wins at social media marketing every time. Some of their more recent and popular campaigns include the “Grow up” and “Take the Wheel”.
Goal: Engaging the audience and promoting the new compact vehicle.
The company’s motto has always been “The best or nothing at all.” The marketing strategy has always focused on luxury, precision engineering, and the safety of their cars. However, recent years have seen an adjustment in their products to meet the changing customer needs, to include younger customers and to make their products more affordable for everyone. To achieve this in Korea, the auto brand launched a new compact car to the market. The aim was to blend seamlessly into the Facebook News Feed of their target audience i.e. Koreans aged 25-50.
It worked because: The brand chose to go ahead with a 5-video campaign called “Grow up” for the pre-launch period. It included one main video and four target-specific videos which featured stories of “growth”. The thought behind this was to target diverse groups and create maximum impact.
Making use of Facebook’s detailed targeting tools, Mercedes-Benz Korea reached its target audience and engaged them with the use of concise text and compelling images.
Creating target-specific videos helped to communicate the brand’s message in a more effective manner. The videos portrayed stories that were relevant to each group’s lifestyle. During the post-launch period, the carmaker used Facebook Canvas to maximize message delivery and impression by remarketing the target-specific videos to those who had viewed the main video.
Buying a car is one of the steps to successful “adulting”. With the competitive job market and prices skyrocketing, buying a car which is reliable and affordable has become more difficult than before. The “Grow up” campaign for the new compact car was targeted at consumers between the age of 25 and 50 and introduces a model series suited for anyone from that age group.
- Target specific content works when you have a wide audience base.
- Use video stories to build suspense about your product or service if applicable.
- Make use of Facebook Instant Experiences to capture undivided attention.
Read in detail here: https://www.facebook.com/business/success/mercedes-benz-korea
3. Facebook Ad Campaign by HDFC Bank
HDFC Bank has been one of the leading banking services in India. With the customers’ preferences changing to digital in recent years, the Bank has started integrating technological advancement in its businesses. The pan-India banking service has a diverse customer base ranging from salaried individuals, entrepreneurs and High net-worth individuals to the more tech-savvy younger generation. The Indian bank’s #StartDoing campaign was a nationwide digital-only campaign.
Goal: Raising awareness for loan products and acquiring more customers.
HDFC Bank offers a wide range of services for its clients and has always aimed to match the clients’ needs and expectations. With more and more customers entering the digital world, conscious decisions are being made to establish a strong digital presence for the Bank. The private lender aimed to influence key customer insights. With this campaign, the Bank urged people to interact with the tech-savvy audience and cement themselves as the destination of any and all financial or banking needs.
It worked because: The #StartDoing campaign served two purposes – raise awareness and secure potential customers for loan products. A detailed and comprehensive “full-funnel” strategy was used to steer target audiences towards the ultimate goal of acquiring new customers. The campaign, divided into two phases, began with awareness for the bank’s loan portfolio. The next phase was the conversion campaign where those people were targeted who were more likely to take up loans.
Short video ads in different regional languages were placed on customers’ News Feeds. By opting for native languages and by using reach and frequency, the Bank ensured that people were engaged and that they saw the ads often enough. Custom and Lookalike Audiences were created with Facebook Pixel to target people based on their travel interests and major life events. With this campaign, HDFC Bank became the first BFSI Company to use Facebook’s Pocket TVC.
Using short videos ensured that they had their audiences’ undivided attention to communicate the key message within the first 10 seconds. By dividing its campaign into two phases, HDFC Bank reached potential customers while lowering costs. The video ads were relevant to their target age group of 25-40 years.
- When going for video ads, keep them as short as possible.
- Don’t shy away from industry-first moves (if the move is relevant).
- Make the most of Facebook’s different tools – cinemagraphs, single image photo ads and photo ads in a carousel format.
Read in detail here: https://www.facebook.com/business/success/hfdc-bank
4.Facebook Ad Campaign by KFC Australia
There are very few brands whose every single marketing campaign manages to please the crowd. KFC is one of those. This quick service chain has long been known for its quick marketing and PR stunts. The ‘Colonel Sanders Cat Climber’, the ‘Clean Eating Burger’, sending a chicken up to space, the romance novella ‘Tender Wings of Desire’ – the list is extensive. Their (often) self-deprecating and (always) endlessly entertaining campaigns have become a rage with the masses.
Goal: Increasing app installs and sales while reducing cost per install.
With the “KFC – Order On The Go” campaign, the quick service restaurant aimed to encourage new customers to download their ‘On The Go’ mobile app and to reengage with the existing users. The mobile app available on Play Store as well as iOS would allow customers to find their nearest KFC, skip the queue to place the order, customize their meals and pick up the order once ready. The app included exclusive offers among other features.
It worked because: According to the marketing chief at KFC Australia, Valerie Kubizniak, Australia has one of the highest numbers of smartphone users and customers are now used to shopping on the go. To reach these smartphone users, KFC had to optimize its marketing campaign to reach not just the most active users but also those who had high lifetime value and high retention rates. The optimization included app event optimization, value optimization, and retention optimization.
Optimizing helped KFC reach people who were more likely to act (register or purchase), people who were more likely to continue using the app once installed and increases reach among people who are likelier to spend more. A combination of carousel ads, single photo ads, and video ads were used to hook the audience which was targeted using Facebook Pixel’s Custom Audiences and Lookalike Audiences tools.
Time has always been money and digitization is becoming the norm rather than the exception. One of the main reasons digitization is taking over is the convenience it provides. KFC’s ‘Order On The Go’ mobile app capitalizes on this and promotes the same with their ongoing refinement of the Facebook campaign:
- Don’t forget about your existing customers in a bid to secure new ones.
- Use detailed insights to adjust and optimize your strategy.
- Target the right kind of audience with Core, Custom and Lookalike Audiences.
Read in detail here: https://www.facebook.com/business/success/kfc-australia
5. Facebook Ad Campaign by Jacob’s Creek
Located in South Australia’s Barossa Valley, Jacob’s Creek is one of the oldest and most popular winemakers. Their products are high-quality and premium wines for the global market. Since their wines are expensive, the basic target audience ranges from mid to high-level income consumers. The brand has previously relied on brand endorsements to build their reputation. This changed with their 2009 ‘True Character’ campaign. ‘Made by Moments’ was another extensive campaign across broadcast, social and digital platforms.
Goal: Promote Moscato-in-a-can and to increase brand awareness.
The aim was to promote its wine Moscato which was made available in cans to increase portability convenience. Canadian women in the age group of 19-36 and women with an interest in spirits and wine, travel and outdoor recreation were the target audience. The wine giant wanted to place its Moscato-in-a-can as the preferred drink for all summertime activities.
It worked because: The campaign ran from 6th August 2018 to 2nd September 2018 and made use of Facebook’s video ads, ads in stories, and Instagram to target a specific audience. The target audience was identified and selected by making use of Facebook’s Core Audience functionality. The product-focused video ads were optimized for smartphones and maximum reach. The short-form video ads featured the Moscato Rosé can in a bowl of ice supported by catchy copies.
The ads and the messages were created keeping in mind a specific age group i.e. young Canadian women and women interested in wines and outdoor activities. Combining video ads and ads in stories helped to maximize outreach. Moreover, Facebook’s Measurement tool provided insights about ads’ performances and enhanced decision making.
Jacob’s Creek is already an established wine brand across the globe. With this campaign, their aim was to grab the attention of younger women. Placing the ads directly before their target audience helped them cut through the clutter of brands that advertise during the summer.
- Marketing collaterals should be relevant to the target audience.
- Stay updated about your campaign’s performance.
- Don’t hesitate to alter your strategy if desired results are not achieved.
Read in detail here: https://www.facebook.com/business/success/jacobs-creek-wine
Guys, by reviewing how these companies manage to reach success in doing the Facebook ad campaign in their area. We can apply these to our business as well. This is a great review and guide for us guys.