I conceived and implemented the first comprehensive Facebook campaign strategy for this company.
This was the first campaign designed for their leading product at the time.
Campaign KPIs
• Increase fans
• Increase engagement
• Increase awareness
• Increase virality
• Increase registrations
• Increase traffic to website
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Our Objective |
Facebook Objective |
Strategy |
KPIs |
|---|---|---|---|
| Increase fans to Facebook DE and FR Fan pages | Page Likes | Ads with specific copy for new players | #fan % increase |
| Increase engagement | Ads shares App Engagement |
Incentivize users to engage with the ads and the 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 |
| 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 | Link to registration page | #registrations #character creations |
| Increase traffic to the website | Links to website | Visit website to know more about expansion | Traffic to the website |
Results*
• The campaign received a total of 27676 clicks with a CTR of 0.3%. Gaming Industry CTR on Facebook is 0.11%
• Avg CPC was €0.1. Gaming industry CPC is $0.3 (€0.22)
• The campaign received 746 page likes; 389 post comments and 142 post shares.
• Page likes increased by 4.7% in the French page, with a total teach increase of 4831%
• Page likes on the German FB Page increased by 5.3%, with an increase in total reach of 2601%
• CTR was considerably higher than industry benchmarks in both French and German markets.
*Facebook Benchmarks
Campaign Implementation and Data
Target Groups
• Group 1: I used Facebook Custom Audiences to target Facebook accounts of existing French and German non-active users on Facebook and existing French and German active users.
• Group 2: I targeter existing Fans of our facebook pages with specific ads. This target audience included also Facebook Fans who never registered an account on the website.
• Group 3: German and French speaking competitor fans.
Facebook Ads
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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 |
French Campaign Results
Page likes increased by 4.7%, including paid and organic likes
Total reach increased by 4831%
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• There was a total of 4,686,584 impressions with an avg CPM= 0.6€ (Gaming industry CPM is $0.38)
• There were 12160 clicks with a CTR of 1,21%. Benchmark CTR in France for all industries is 0.172%
• Avg CPC was 0.12€. In France the CPC is 0.11€ for all industries
• PThere was a total of 464 page likes and 819 post likes
• Total registrations (SOI) = 681; total activated registrations (DOI) = 440
• Conv rate DOI/click = 5.8%
• Avg CPA (DOI) = €3.38
Total Reach
Date |
Total Reack |
Organic |
Paid |
|---|---|---|---|
| January 22 (No Campaign) |
663 | 663 | 0 |
| February 16 (during Campaign) |
32,696 | 258 | 32,438 |
German Campaign Results
Page likes increased by 5.3%, including paid and organic likes
Total reach increased by 2601%
[Read more]
• There was a total of 4396725 impressions with an avg CPM of 0.35€ (Gaming industry CPM is $0.38)
• There was a total of 15189 clicks with a CTR of 0.85%. Benchmark CTR in Germany for all industries is 0.4%
• Avg CPC was 0.13€. In Germany the CTR is 0.29€ for all industries.
• There were 281 page likes and 547 post likes
• Total registrations (SOI) = 383; total activated registrations (DOI) = 311
• Conv rate DOI/click = 4.3%
• Avg CPA (DOI) = €2.17
Total Reach
Date |
Total Reack |
Organic |
Paid |
|---|---|---|---|
| January 20 (No Campaign) |
1,078 | 1,078 | 0 |
| February 13 (during Campaign) |
29,124 | 1,197 | 27,927 |
General Considerations
• Best performing ads were video Ads – highest #impression, #clicks and conversions
• Ads targeting existing fans, active and non-active players received more impressions and clicks
• For the same Ad Type, new players' CPA was higher than existing fans' CPA
• Desktop Feed placement performs better than Right Column placement
• Players who never played performed better than sleeping players in terms of clicks
• Facebook Fans group have much higher conversion rates and lower CPA than new and non-active players target groups
• FR Play Rate (Sample group)= 28% - Advertising Partners Avg Play Rate for the same period was 39%
• DE Play Rate (Sample group) = 52% - Ad Partners Avg Play Rate for the same period was 28%