Monday February 22, 2021 By David Quintanilla
Crafting Facebook Ads 5 Days Ahead of Major Seasonal Launch

In terms of an important weeks every year for e-commerce, Christmas and Black Friday battle for the gold medal. However how do you compete, when everybody else is throwing all their efforts into maximizing these alternatives too? Prospects are trying, are you able to join?

Adidas and Reebok needed to search out the perfect strategy for Fb promotion at CEE, Russia, in order that they turned to Aitarget, Fb Advertising Companion, for assist. 

We not solely prompt coaching, but in addition took on a major proportion of the work for his or her campaigns: reviewing advert account construction, progress hacking, making dynamic advert creatives and implementing new Fb instruments. How did Aitarget do it? 

Right here we define the methods used and the outcomes achieved. 

Black Friday looms: One week, is there time?

Preparations for the Adidas and Reebok Black Friday advertisements began solely per week earlier than the launch. The success of the marketing campaign would rely upon zero stage work: advert account construction and in addition the product feed and product catalog changes. 

First, we reviewed the Adidas and Reebok advert accounts and took motion to raised set them up for achievement by restructuring their accounts to be able to keep away from overlapping audiences.

Lisa Leibe, Adidas and Reebok account supervisor at Aitarget

“At Fb public sale, at any given time, just one advert can succeed over all different advertisements that concentrate on the identical viewers (it’s not essential whether or not it’s a single advertiser or many), whereas the others have to attend their flip. Over time, the very best bidder tends to indicate higher performing advertisements,” says Leibe. “These standing in line aren’t capable of present Fb their efficacy, so they’ll solely be proven hardly ever or under no circumstances. To be able to keep away from viewers overlaps by advert units and paying twice on your personal viewers, an advert set’s viewers must be excluded from each other.”

Alexandra Matveeva, Main Specialist Efficiency Media, Adidas

“The usual strategy was to exclude web site audiences from the detailed concentrating on viewers. Nonetheless, we didn’t have 100 per cent cross-minuses. Beforehand, there was extra detailed concentrating on primarily based on curiosity and CRM, however throughout the framework of Black Friday, on the recommendation of the Aitarget workforce, we tried to exchange pursuits with a Lookalike viewers and use an entire cross-minus strategy.”

The outcome was that our plan for Black Friday consisted of assorted varieties of marketing campaign: 

  • Video creatives and App Set up goal – the most important variety of creatives and largest funds; 
  • Dynamic advertisements for Reebok and Adidas catalog gross sales; 
  • Video creatives and Conversion (buy) goal for Reebok – a smaller half. 

Our technique relied on the algorithms within the settings, selecting computerized campaigns and auto-placements, whereas optimization was set for an important actions: purchases and installs.

The core of the entire Black Friday marketing campaign was product advertisements in numerous codecs: Dynamic Advertisements and a number of movies. All codecs have been created from photographs within the Adidas and Reebok product catalogs. Advertisements shopping for went via GroupM, a part of the world’s largest media company.

Dynamic Advertisements for a number of audiences

When Black Friday campaigns started, Reebok didn’t have any Dynamic Advertisements campaigns launched. So to organize for his or her launch, Aitarget had to assist them shortly improve and replace their product feed and regulate it to a Fb-friendly format to create a catalog.

Alexandra Matveeva, Main Specialist Efficiency Media, Adidas

“Adidas used to have Dynamic Advertisements on Fb as a part of their always-on actions, however extra not too long ago the format had solely been used to assist brief promo-campaigns in emergency conditions. Because of the completely different funds allocations between the app and web site since final 12 months, there was no unified abstract of outcomes for Adidas. But, this season Dynamic Advertisements have been used for the primary time with Reebok, and we’re happy with the outcome.”

Aitarget Tech was used to create a single model id on social media. The platform routinely processed all product photographs and meshed with feed information, in order that customers can instantly dive into product, low cost and provide within the advertisements.

Veronica Kirillina, Junior Specialist Efficiency Media at Adidas

“Overlays are, unquestionably, a blessing for anybody pursuing efficiency objectives by posting on Fb.”

Making the merchandise private: 51 Movies from 26,000 Product Photographs

Aitarget’s technique for Adidas and Reebok for the Black Friday video marketing campaign was to separate the viewers into segments and generate quite a lot of movies with numerous product units. 

This allowed us to make the messages every viewers acquired extra private. 

Aitarget Tech machine studying discovered the perfect place and measurement for the merchandise and edited the playing cards. The identical feed was used for the Dynamic Advertisements to create a number of movies.

The entire movies have been created utilizing the Aitarget Tech device primarily based on the feed and branded video templates, developed by the Aitarget inventive studio for Adidas and Reebok.

The manufacturers created merchandise lists, which have been used for the Black Friday sale. The Aitarget Tech device routinely generated movies for numerous audiences.

Alexandra Matveeva, Main Specialist Efficiency Media, Adidas

“An enormous thanks to Aitarget for the work they achieved inside such a brief time period on creating product movies from our catalogs for each manufacturers. After all, the time-saving was extremely appreciated. Comparisons between movies and statics are fairly tough for Adidas to guage throughout the framework of key metrics, since they use auto-placements, the place each static creatives and movies are used. In future, we’ll attempt to create a dependable A/B check. We perceive that success relies upon not solely on the creatives, but in addition on the provide itself.”

Utilizing new instruments to optimize outcomes

For the perfect video-to-app campaigns block, Aitarget beneficial utilizing Fb Automated App Advertisements. These are a new Facebook tool for optimal campaign performances. As Fb explains: “The algorithm finds the perfect combos of creatives, viewers and placements with no advertiser’s presence wanted, simplifying the method and maximizing outcomes.”

Adidas and Reebok used Fb Automated App Advertisements to be able to enhance the effectivity of video and app installs campaigns. Whereas the automated campaigns have been launched with an App Installs goal, they have been additionally good at producing conversions. 

Veronica Kirillina, Junior Specialist Efficiency Media at Adidas

“Automated campaigns have been an awesome discover for us! Due to the Aitarget managers for that. The efficacy of automated campaigns with app installs was very excessive, not solely when it comes to CPI, but in addition when it comes to gross sales. As for our paid media channels, gross sales share via the app throughout the promo exceeded the share of gross sales from the positioning. I believe that is the cumulative impact of each our common Black Friday strategy this season and the adjustments made to our Fb marketing campaign technique.”

Abstract and Outcomes

Total, the marketing campaign was successful. Not solely did it obtain metric outcomes, Adidas and Reebok additionally saved assets whereas launching advert campaigns underneath tight deadlines throughout excessive season.  

In the course of the marketing campaign Adidas and Reebok saves greater than 99 hours on producing creatives, 26,500 product playing cards have been processed and 51 movies have been generated.

Alexandra Tsapesh, Enterprise improvement specialist at Aitarget

“Aitarget usually conducts coaching packages on Fb and Instagram for its purchasers. Adidas approached us earlier than the massive launch on Black Friday, to obtain session on the right way to greatest spend their funds and get optimum outcomes,” says Tsapesh. “However ultimately, we completely analyzed all of their lively placements, helped introduce new Fb instruments into their work, restructured the accounts and helped produce creatives for a large-scale marketing campaign.”

If you want to learn more about how to make your creatives perform well, click here to schedule a demo with Aitarget.

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