Dual-Objective Facebook Campaign
OBJECTIVE:
Facebook Advertising has three primary objectives: to inform, to persuade, and to remind. The intention was to provide informative advertising to create awareness about the Restart Your Career program at EmployAbilities. Facebook Advertising announced the upcoming start date of the program, as well as introduce an associated Refer-A-Friend program that educates people about the attributes and benefits of the Restart Your Career program.
STRATEGY:
Social media ads have the benefit of reaching customers whose search histories make them ideal leads for your service.
- Extends EmployAbilities’ Restart Your Career’s Program Social Reach
- In addition to creating awareness, our goal was to reach
- Precise target control on a specific Geographic Location (within the Edmonton area)
- Each campaign includes Ad Creation and A/B Testing, Graphics Support, Placement Strategy, Ad Maintenance, and Management.
- Strategically, we utilized the A/B testing to build program awareness. Once we had collected enough data, we proceeded with a “Link-Click” approach; we instructed Facebook to send as many audiences to the Restart Your Career program webpage. (we are going to use graphs to demonstrate this strategy)
RESULTS:
Our first Awareness Ad campaign achieved an astonishing 17.5% Ad Recall Lift, an estimated number of people who remembered seeing the Restart Your Career ad within two days. In other words, of the 85,247 people reached, 14,900 people recalled the ad associated with the Restart Your Career program. (Graph of Estimate Recall Ad Lift)
After carefully analyzing the data from the Awareness Ad Campaign, we created the next set of ads to drive people to the Restart Your Career webpage. For example, looking at the 4-week period between January 9th to February 5th, we were able to drive 1,624 people directly from Facebook to the webpage. Out of those individuals, we observed the majority of the clicks came from the 35+ age group. We are happy with this result as this age group directly correlates with the program’s target audience. (use the 2 graphs for 4-week examples)
The campaign as a whole achieved 638,652 impressions in total and gained 3,326 Link-Clicks towards the Restart Your Career Program webpage.
PROJECT LEADS:
Jessica Klimko, B.Com, CAS
Social Media Specialist, Promotional Marketing Consultant
Click here to view my profile and my other projects!
Gary Chan, B.Com, CAS, FAM Certified
Project Manager & Social Media Specialist
