In "How Facebook Sold You Krill Oil," The New York Times got behind the scenes and observed how MegaRed worked with Facebook to establish an ad campaign. The experience shed light on Facebook's shifting model. The once desired metrics to obtain "fans" was replaced by getting people further down the funnel to actually buy this premium fish oil product. Facebook's focus is not in its ability to laser target consumers who are further down in the purchase funnel.
The Facebook garage was an upfront investment made in MegaRed, but not without hefty rewards of multi-million dollar commitments once success was apparent. The intensive two day workshop guided the clients through the messaging with the goal of making the deepest most emotional connection with the target audience as possible.
Facebook helped MegaRed shift messaging throughout the campaign. Real time adjustments were key to the success:
During the eight-week campaign, 18.1 million women aged 45 and up saw at least one ad, according to Nielsen’s research. That was 56 percent of the target audience. The number who said they were now more likely to buy MegaRed rose by two percentage points.
About one out of every 84 Facebook users who saw the ads liked, commented on or shared them — triple the rate of engagement with MegaRed’s previous ads. That greatly increased the chances that their friends on Facebook would also see the messages.
While Facebook will make you pay for this level of targeting, it can be very successful given that there is more granular targeting and higher engagement then MegaRed's former television strategy. But regardless of the platform, the creative still has to be spot-on.
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