A Case Study: List building using Facebook Advertising (tweens)
This week we launched a project for Black Ice Sunglasses, namely trying to grow them an email database for the summer season for which they will market specials (very good ones at that!).
The method we used for this was a sunglasses giveaway in Girlfriend magazine combined with an ultra targeted, to the point landing page aiming to capture the incoming traffic and add them to the Black Ice subscriber database.
The formula was simple.
We engaged and found the audience we wanted to market to via Girlfriend (free pair of sunnies combined with details about going online to buy more)
We created a landing page that was more relevant to the Girlfriend readership, largely because the actual Black Ice homepage needs an overhaul and was incapable of capturing the large incoming audience.
We incentivised the visitors to join the subscriber list, offering an immediate coupon to be redeemed after joining the list (sent via MailChimp autoresponder).
We diverted the traffic via homepage drivers to the new landing page.
This is still working and the list is building, though we decided to take it one step further.
How could we gain access to even more ‘tweens’ beyond offline?
Facebook advertising – Using advanced segmentation
We opted to steer away from Google and its high cost per click model and instead decided to market to the 13-20 year old female demographic by advanced segmentation on the Facebook advertising platform.
We know that the demographic are heavy users of the platform and we also know they are ACTIVE users.
So instead of just picking to show the Black Ice advert in Facebook to all 13-20 year old girls, we instead aimed to show the ad only to what we call SUPER ACTIVE users.
What is a super active user?
This means girls who are actively telling friends they like certain pages, befriending celebrities, bands, groups and more.
We want people who use Facebook to it’s maximum value.
For the purpose of this campaign, we targeted
- Australians
- Female
- 13-18
- They must like one or more of the following: Justin Bieber, Rayban Rayban Wayfarers, Supre, Sex and the city and more.
The reason we chose the above ‘likes’ was to segment the list from 1 million users, to only 300,000. This got us in front of super active Facebook users, as common sense would imply only a super active user.
The result has been astronomical, with large volumes of subscribers hitting the site from the Girlfriend giveaway and also the Facebook ads.
Great value considering the Facebook budget is literally 1/8th of what we would have spent on Google.
