XLN Customer Stories Brand Awareness Campaign

Objective & KPIs

  • As a challenger brand vs larger, consumer focused, companies, we wanted to improve brand awareness among small businesses as a specialist B2B provider, highlighting our brand personality and building our follow numbers
  • We wanted to maximise the reach of the campaign and grow our followers to 5k

Insight & Action

  • With FB page posts that video content (i.e. help & support videos) drove higher engagement.
  • I commissioned short videos from the in-house creative team of photographer & copywriter and helped produce 8 XLN Customers’ Stories Videos according to Facebook video creative best practice.
  • I targeted individual videos to relevant sectors using location, Behaviours and Interests.
  • I used Demographic info to ensure minimum wastage on residential or unsuitable audiences.
  • I scheduled the campaigns to support key engagement days/ day parts.
  • I created Engagement Custom Audiences for later use through retargeting.

Key Results & Highlights

  • Average 300k impressions per video views
  • Average relevance score are 6/10 with Manny’s story and Toff’s at 9/10
  • Average CPM of £0.91 and CPE £0.003, significantly below industry benchmarks
  • CTR of 2.41% is more than double industry standard
  • Increased followers by 4,000+ during the campaign, a 200% delivery vs original objective
  • 40% Estimated Ad recall lift

Lessons

Not all customers’ stories / videos are created equal; top performing creative has a CTR three times that of the worst performing. By increasing budget for videos with higher relevance score and stronger fan base, I improved efficiency and ensured that budgets were allocated correctly.

Next Steps

A % of ad budget is now used for this Brand Awareness campaign to help with top of the funnel, running indefinitely; setting the frequency is at not more 2 a week. This consistency help XLN become more recognized and recalled by the target audience

situation, task, action and results

 

 

Lead Gen / Direct response

Objective & KPIs

Grow social media as a viable new online acquisition channel,  to deliver against CPA of £250

Insight & Action

  • From our organic efforts we knew our target audience are most active on Facebook.  
  • Our traditional lead generation channels were increasingly inefficient, with an incremental CPA over £250
  • Leveraging Facebook Audience Insights for WCA and Lookalike Audiences to find relevant audiences that closely matched our 70,000 customer base

Key Results & Highlights

  • Achieved CPA target during first month with CPA and CPL is improved MoM since launch. Current CPA is tracking at 40% below original CPA target at £150 and CPL is now tracking at £20. 75% below initial target (lower than Affiliates lead fee)
  • 2k+ new  prospects contacts monthly, average 200 sales, average monthly 1.5 million + impressions, reaching 700k users contacts

Lessons

  • Campaign scaled following the ‘4 week phased launch plan’
  • Combined nested Lookalike audiences + Interest targeting is among the best performing AdSet
  • Optimised campaign with dayparting for efficiency and conversion within Facebook
  • Drive conversion through improved urgency with time sensitive CTA

 

 


Toffs's.PNG
ian.PNG
ednardo.PNG
Manny.PNG

#Brexit campaign