Case Study

Lay’s – champions League

OBJECTIVES

To deliver maximum engagements on the ads posted on the Lay’s Facebook page during the UEFA Champions League which ran from 16 February 2016 to 31 May 2016. 

To achieve a cost per engagement at the industry benchmark of R1 – R5.

STRATEGY

We chose to implement an aggressive Facebook bidding strategy in order to achieve high engagement levels. This means that we bid higher than our competitors on impressions being served to our target audience.

EXECUTION

We used several data points to ensure that we targeted the right people, including: geo-location, demographics, interest targeting and behavioural targeting using their likes, page follows and previous engagements. We used these to identify our audience and bid on impressions accordingly.

The numbers

According to Native VML, our Facebook campaign was the BEST performer globally in terms of Cost Per Engagement and engagements.
We achieved an incredible cost per engagement of R0.09 and a cost per video view of R0.21 – well below industry benchmarks of between R1 and R5.
Our aggressive bidding strategy and highly relevant targeting garnered the highest engagements worldwide.
The post were targeted correctly, reaching the right people at the right time and this lead to higher engagement as well as repeat engagements.

84 134

Unique Engagements

2 555 633

Total Engagements

3 793 448

Impressions

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