Challenge
When starting a business or launching a new product, the product’s first adopters require some unique catering. They are the foundation, and a major determining factor to the success of the new product, and especially to the brand itself. Building brand awareness is somewhat easier today than it once was due to an outstanding reach on social media. Facebook alone has 1.49 billion users, and 968 million of those are active daily. This is by far one of the best social networks to build a brand to date. So just how effective is it?
Solution
Startup: Taco Totes® Brand Awareness Campaign One of our partners contacted us for help with his newly patented taco holder product called Taco Totes®. These paper taco holders are definitely going to make taco lovers happy! Being a taco lover ourselves, we immediately became passionate about the product. It was the perfect solution to what most “hate” about tacos, which immediately led our team of strategists to the perfect social media campaign. Meet our “Don’t You Just Hate That?” campaign: Professional Modifications to Facebook Page At the time we took over his Facebook page, it had 35 likes providing plenty of room for improvement: Once we came up with the campaign, we began implementing it into his Facebook page with a new profile picture and cover photo: The Facebook page looked much cleaner as the message is clear, the problem is identified, and the solution is an “Easy Fix!” Once the page was ready, we began our research into Taco Totes® demographic targets. Research, Create then Launch the Facebook Ad Campaign We started out by only utilizing the advertising space on the right sidebar. The hot pink background obviously created an eye catcher within Facebook’s color scheme. Our target audience started small by only targeting people who liked #Tacos, #Taco Bell or #Taco. The bid type was CPM or cost-per-1000-impressions since we only wanted to generate brand awareness, and the budget was set to $10 per day: Facebook App & Capture Page Integration While our social media marketing and advertising specialists worked on the Facebook ad campaign, our developers were busy building a Facebook app to capture a customer list. Our main tool for building our social media contests and marketing campaigns is ShortStack. It’s very easy to use as it allows the customization of our very own landing pages right inside Facebook. We created two pages as we required one page for fans and another page for non-fans: Taco Totes® Non-Fans Page Prior to November 2014 when Facebook stopped it, we were allowed to create what is called a “Like-Gate.” This is where we could force people to like our pages before they were able to enter any giveaway, contest or even download an eBook: Taco Totes® Fans Page Our main goal was to gain likes, and from those likes build a customer list, however, we did not want to leave out any of our fans. If they were already a fan, they received this page to enter the giveaway: Now remember, our ad campaign was aimed towards people who are not already connected to Taco Totes®, therefore, the only way fans could be reminded of our giveaways is if they liked, shared and engaged in our daily to weekly posts. We also implemented a “Share with Friends” button in order for our fans to assist us with our brand awareness. Taco Totes® Thank You Page Once they submitted their information for the giveaway, we sent them to our Thank You page. On this page, we changed our marketing campaign from “Don’t You Just Hate That?” to “Don’t You Just Love That?” We also made the logo clickable to the website, and the Facebook icon led them back to the Facebook page.
Results
Our First Week Into the Campaign After our first week, we examined Facebook Insights into our campaign as we gained 523 likes, reached 140,543 Friends of Fans and had a Weekly Total Reach of 93,282. Analyzing Facebook Insights & Optimizing the Campaign Even though our partner was happy, we were not. We knew we could increase his daily likes while also decreasing his ad spend. At Cyberlicious Inc., our specialty is analyzing data then generating a gameplan from the data analyzed. It’s what comes packaged with our managing and monitoring services. The ability to track just about everything is simply too valuable to ignore in today’s marketing. Data needs to drive your business decisions as it does here. We increased his target audience by adding #College Student, #Mexican Cuisine, #Mexican American, #Tex-Mex, #African American, #Junk Food, #Marijuana, #Taco Bell, #Doritos, #Instagram and #Taco Bus and were now targeting 30,000,000 people: Our like count exploded the next day as we reached 390 likes on 7/3/2013: Within our first week after optimization, Total Likes increased 19.97% to 8,613, People Talking About This increased 6.28% to 1,778 and Weekly Total Reach increased 110.98% to 306,995: So How’s Our Campaign Performing Today? Phenomenal. Our partner may be a bit more happy today than back in 2013. What do you think?
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