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I planned, implemented, tracked and reported on the first Facebook campaign for an international MMORPG company based in Ireland. The campaign was run as a test and monitored closely to achieve the following goals in the French and Italian markets:

• Increase fans
• Increase engagement
• Increase awareness
• Increase virality
• Increase registrations/reactivations
• Increase traffic to website

Our Objective	Facebook Objective	Strategy	KPIs
Increase fans to Facebook FR and IT Fan pages	Page Likes	Like and play to win a prize	#fan % increase
Increase engagement	Page shares Facebook App / Tab Engagement	Incentivize engagement with FB page and FB app	#FB Engagement App reports
Increase awareness about game expansion	Page Post App’s content	Information available on Facebook Landing Page Daily posts Links to website pages	App engagement metrics Engagement with posts Traffic to website from FB Links
Increase virality	Page Likes	Daily Facebook posts (share, comment etc) Sharing buttons (email a friend, invite friends, tweet etc.)	#shares #Talk about Apps metrics
Increase registrations	Website Conversion Custom Audiences	Incentives and prizes to register Targeting non active players with Custom Audiences feature Follow up newsletter	#registration #reactivations
Increase traffic to the website	Links to website	Visit website to know more about expansion	Traffic to the website

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Objective: Increase Fans

Fans on both the French and Italian Facebook pages increased by 3.7% and 11.7% respectively during the campaign. Increase on the number of likes came both from paid and organic Facebook search, meaning that paid activities contributed to improve unpaid activities alike, including fans and engagement.

Objective: Increase Engagement and virality

Engagement with the page, the App and the ads was consistent throughout the campaign, with an increase of more than 100% on both talk about and viral reach for FR and of more than 200% for IT during the period of the campaign. The two apps together received more than 4000 views and about 2000 interactions, with friend invites and gift sent being the most interactive gadgets, on both apps. There were 756 invites and 677 gifts sent and posted to friends’ FB walls from the FR app 90 invites and 249 gifts were sent from the IT App.

Objective: Increase awareness about the expansion

The campaign had a total of 30,938,008 impressions over 30 days, with 74205 clicks. The app received more than 4000 views. People engaged with posts by sharing, liking, commenting and clicking to the websites. Ad reports showed almost 30000 actions taken on Video Ads, among which video views for FR, and almost 27000 actions taken on video ads, among which video views, for IT.

Objective: Increase registrations

There were a total of 330 registrations to the website for FR and 64 for IT.

Objective - Reactivation

FR Sleeping Players: Reactivation % (measured as 1 time log in) = 0.84%
FR Registered but never Played: Activation % (1 time log in) = 0.05%
IT Sleeping Players: Reactivation % (1 time log in) = 0.9%
IT registered but never played: Activation % (1 time log in) = 0.2%

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Type of Ads	Target
Page post link ad	Existing players (active and non-active)
Page like ads	Competitors’ fans
Page post video ad	Existing players and competitors’ fans (different ad copy)
Sponsored Stories	Existing players and competitors’ fans (different ad copy)
Promoted posts	Facebook Fans

Campaign Optimization

• Most expensive ads were changed from Auto Bid to Max CPC: cost decreased considerably
• Ads targeting competitors were paused because CPA was too expensive. A new separate campaigns was created targeting competitors, with ads landing on the website instead of Facebook landing page: cost decreased and conversions increased.
• Competitors campaign for Italian Market was paused and budget was moved to the French market

French Campaign Results

• Monthly Page Likes Increase = 3.7%
• Avg. Monthly Talk About Increase = 120%
• Avg. Monthly Viral Reach increase = 160%

Sources

Paid Likes

Organic Likes

Italian Campaign Results

• Monthly Page Likes Increase = 11.7%
• Avg. Monthly Talk About Increase = 270%
• Avg. Monthly Viral Reach increase = 263%

Sources

Paid Likes

Organic Likes

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• The campaign received 30938008 impressions with an avg. CPM, that's about half the industry benchmark.*

Campaign	Impressions	Avg. Cost Per 1,000 Impressions (CPM) (EUR)
Our Campaign	30938008	0.1496195
Gaming industry		$0.38 (€0.28)

• CTR was two times higher than the industry benchmark, with a CPC about 3x lower than the gaming industry.  

Campaign	Clicks	Click Though Rate (CTR)	Cost Per Click (CPC)
Our Campaign	74205	0.229737% (avg)	0.105614
Industry		Gaming = 0.11%; Italy (all industries) = 0.439% France (all industries) = 0.172%	Gaming = $0.3 (€0.22) Italy (all industries) = $0.17 (€0.12) France (all industries) =$0.11 (€0.08)

• All French and Italian ads types performed better than the industry and country benchmarks in terms of CTR and CPC. 

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The app received a total of 4117 views, with 2085 interactions.

	App Views	Interactions
French	2506	1637
Italian	1611	448

French Interaction Breakdown

Italian Interaction Breakdown

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• French Sleeping players: Reactivation = 0.84%
• FR Registered but Never Played: Activation = 0.05%
• IT Sleeping Players: Reactivation = 0.9%
• IT Registered but Never Played: Activation % (1 time log in) = 0.2%

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