FB statics.
Goal : To validate some assumptions around the effectiveness of Facebook marketing technologies, we worked with FB/ODC (Oracle Data Cloud) to identify an applicable test strategy – the requirements were driving up awareness through frequency of impressions over an allotted period of time.
Method : For this test the hypothesis was that after the 4-5 impressions over a 4-8 week period, the target consumer would have reached an heighten brand awareness (top of mind). Because the targeting parameters were around category-positive persona, it was hypothesized that this activity should lead to an in-store conversion. The conversion is tracked through the ODC that’s tied to credit card data/in-store POS (yup).
Creative : Since impressions are measured by the user slowing down the feed to view, working with the ODC team, we had to come up with a concept that was visually stimulating, maybe even unique for the brand and potentially the category. Working with the internal creative team and Ruby Castro we composed these bold, simple treatments that highlights the brand asset and product benefit in a fun and irreverent way.
The palette, animation and the tone, were developed to make people a little curious and slow down the feed.
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Result : Though we targeted people who were familiar with the pepper category and the Mezzetta brand, at the end of the test we found out that only consumers who were already familiar with the Mezzetta brand were influenced to repurchase. Which informed us that we have a lot more work to do to work on larger brand awareness strategies.
