Campaign KPIs
• Increase fans
• Increase engagement
• Increase awareness
• Increase virality
• Increase registrations/reactivations
• Increase traffic to website
[Read more]
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 App Engagement |
Incentivize engagement with FB page and FB app | #FB Engagement App reports |
| Increase awareness about 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 registration | 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 |
Results
Objective: Increase Fans
Fans to both FR and IT Facebook pages increased by 3.7% and 11.7% respectively during the campaign. Likes increase came both from paid but also from organic Facebook search, meaning that paid activities contribute 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 show 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 was a total of 330 registration to the website for Fr and 64 for IT.
Objective - Reactivation
FR Sleeping Players: Reactivation % (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%
Campaign Implementation and Data
Target Groups
• I used Facebook Custom Audiences to target Facebook accounts of existing French and Italian non-active users on Facebook and existing French and Italian active users.
• Existing fans on Facebook pages was another target audience. This target audience included also Facebook Fans who never registered an account on the website
• French and Italian speaking competitor fans.
Facebook Ads
[Read more]
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%
[Read more]
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%
[Read more]
Sources
Paid Likes
Organic Likes
Campaign Performance
• The campaign received 30938008 impressions with an avg. CPM about half the industry benchmark.*
*Facebook Benchmarks
[Read more]
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.
[Read more]
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.
App Performance
The app received a total of 4117 views, with 2085 interactions.
App Views |
Interactions |
|
|---|---|---|
| French | 2506 | 1637 |
| Italian | 1611 | 448 |
[Read more]
French Interaction Breakdown
Italian Interaction Breakdown
Reactivations
• 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%
Follow Up Newsletter
Newsletter Template
[Read more]
