An ongoing process began in which we asked the right and important questions. What content does the audience engage with on the Facebook and Instagram pages (e.g., comments, likes, shares, …)? Which types of ad formats (e.g. video, image, carousel, dynamic ad) perform better than others? Which bid option works better than others? And we found answers to all questions through constant testing using an advanced third-party data-driven tool.
The client’s creative agency created videos and photos of the cars to create compelling ads for Facebook, Instagram and Stories. The campaigns targeted all potential adult car buyers aged 25 and older.
We narrowed down the target audiences, new audiences were identified and built using interest targeting to identify and reach people with matching interests in relevant topics on Facebook and Instagram.
The campaigns used automated placements on Facebook and Instagram to achieve the greatest possible impact at the lowest possible cost. The split was 60/40 in favor of Facebook. The Facebook and Instagram campaigns were also part of major integrated model launches that also leveraged TV, print, out-of-home and other digital platforms.