Cases

Performance Case

Goals

A big telecommunication company's goal was to increase the number of conclusion of contracts to previously defined costs and to scale their advertising activities within the social channels to a maximum. This was suppose to be achieved with the available targeting options on Facebook. From different targeting clusters, to retargeting, up to lookalikes of the existing audiences. Furthermore the advertising measures were suppose to be seamlessly integrated into existing advertising activities and should also provide as many insights about success factors as possible.

Implementation

Within only two months, we were able to significantly improve the client's results, by reducing the average CPO by 34%. The biggest challenge was to test optimization measures within this short amount of time, while keeping an eye on KPI developments.

  • usage of new targeting clusters (e.g. CRM client data )
  • transitioning the optimization objective from website clicks to purchase (pixel-event)
  • usage of new placements (Instagram and Facebook Audience Network)
  • dynamic „placement optimization“, to be able to flexibly adress target audiences
Success factors
  • Cross-channel and close-mesh optimization
  • usage of all available targeting techniques, including the usage of segmented CRM data 
  • graded retargeting-types to efficiently reach activated users, to continuously optimize campaigns by experienced Account Managers and constantly interact with our client teams

B2B Branding Case

Goal 

A leading German technology company had the goal to attract attention for the Hanover fair by showing their presence in the B2B field. With the help of different social media channels, the brand message was suppose to be strengthened and anchored in the minds of potential B2B clients.

Implementation

To maximize the engagement and increase the ad recall, esome used three levers: 1) coordination of on- and offline activities, 2) identification of ideal and platform specific targeting options and 3) harmonized cross channel advertising activities.

  • division of campaign activities in pre-phase (awareness), event-phase (engagement) and after-event-phase (ad & event recall)
  • synchronization of social media activities on Twitter, Facebook, Youtube and LinkedIn with activities at the exhibition booth
  • customized targeting clusters per platform and per post with relevant keyword of the B2B field and similar clusters for reach maximization
Success factors
  • esome was able to significantly reduce the interaction costs across all channels
  • the performance value was lowered by two thirds on Facebook, by about 50% on Twitter and more that 20% on LinkedIn
  • experienced Account Manager provided a holistic understanding of campaign optimization to get the most out of the set-up, as well as the different social media channels and were in close contact with the client throughout the short run-time of the campaign

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