In the last topic we saw how Instagram Ads work and how many different formats exist. We also learnt about Facebook Ads and the different formats of Facebook Ads.
In today’s topic we will look into both Facebook as well as Instagram Ads and also will understand their case studies.
We will also see how brands run their Ads on Facebook and Instagram and how they have become successful today.
The very first case study that I wish to share with you is of the Lifestyle brand. Lifestyle is the chief retail fashion brand of India. I am sure you must have heard about this brand. So what did Lifestyle do?
Lifestyle had run a campaign on their facebook page where the intention was to increase the store visits.
The intention was to increase the awareness on Facebook and for this they used different campaigns and the different ads of Facebook. And in what manner were they able to scale up to the next level, let us understand this in more detail.
I have also pasted the link of this case study in my presentation, so you may click on that link and can read this case study in detail.
So as i had mentioned, Lifestyle is an Indian Fashion retail company. They had run facebook ads and they lowered their cost per visit by 2X.
For example if earlier their cost per visit was Rs. 500, then by running the Facebook Ads they brought their cost per visit to Rs. 250.
153707 additional people visited their retail store after seeing the campaign. So they could drive these many footfalls in their store. One thing we need to pay attention to and that is every brand has its own business objective. Lifestyle’s business objective was to ensure maximum footfalls in their store.
In Retail what happens is, more the number of people, more the number of footfalls in their retail outlet, more number of people will shop and if more people shop then the revenue will increase and ultimately will lead to profits that is the profitability of the company.
So let us quickly have a look at the ads they have run, how they had run those ads, how they made use of the creatives. They explored different markets and also ran their ads in different seasons. Especially in events like Valentine’s Day.
They made use of different ads like as you can see from my screen, they made use of video ads as well. They created a custom hashtag too “Got it at lifestyle”
So this is how they had planned a campaign, then they ran that campaign, executed it.
They had also run a Carousel ad like this on their page.
As you can see here, the Carousel ads are swiping right automatically and the images are getting displayed. One thing to understand is that at the bottom of every card “Get Directions” is visible. They have used this as their “Call to action”.
“Get Directions” here means that you want users to check out these videos or ads and then check out their maps to navigate to their store.
So if you see at every step they haven't missed out or they haven't forgotten their marketing objective, their business objective.
They want people to view their ads and then to get inspired to visit their store.
So in this way their success came to light.
2X lower cost visit compared to other platforms.
And over 1.5 Lakh people visited their retail store after seeing their campaign.
They had adopted a “Full-Funnel Campaign Strategy”
So you might understand the term “Marketing Funnel”.
“Marketing Funnel” has 4 steps:
So this is how they were targeted.
I have provided you with this link and hence you can study this case study in more detail if you want.
Now this is very important for you to understand - what products of Facebook had they used.
They made use of “Carousel”
They made use of “Photo Ads”
They also made use of “Video Ads”
And not only that, they had also made use of “Core Audiences”
Now who are “Core Audiences”
The audiences whom you create based on the behaviour, gender, location, interests are called as “Core Audience”
And they also made use of Facebook’s most powerful feature called “Custom Audience”. “Custom Audience” will be covered by us in detail in our next session.
This is definitely a very good case study.
“Srinivas Rao, the Senior Vice President Marketing of Lifestyle” once said that :
“Facebook is one of our key partners for Growth”.
So he intends to say that the company has definitely benefited out of it. And thus a very good case study of Lifestyle cropped up.
So if you wish to learn more and understand more about the case studies of Facebook, then click on this link:
Facebook.com slash business slash success
You will also get to see more related success stories.
So if you click here, on “View all stories” this will take you to a page that offers more case studies that you can read, understand and follow easily.
Here, you can also make use of filters like how much was the “business size”.
So if you wish to read the case studies of small businesses then you can select the option “Small and medium sized enterprises”
You can also filter the case studies based on the “Objective”
For example, the case study that i had just shared was on “Store Traffic”
You can also select “website conversions”
It will automatically fetch the results and display it accordingly based on your selection.
You can also change the “industry”. If you want to read the case studies related to “ecommerce industry or entertainment industry” then you can do so.
You can also select based on “Products” to understand the product by which the particular business could attain success on Facebook.
Lastly you can select “Region” too. For example you wish to target only “Asia Pacific”
Or you wish to target just the “Europe, Middle East, Africa” region.
So you also have an option to select the “Region”
So this is a good platform, and hence I would strongly recommend you to definitely study more case studies by making use of this link.
Friends, now let us move on to “case studies” on “Instagram”
As you can see from my screen - this is of “Clean and Clear”
Since our childhood we have seen a lot of ads on “Acne”`
People develop a lot of pimples on their face, and acne too.
You would have definitely heard the name of “Clean and clear”
This is a leading cosmetic brand which particularly focuses on skin care. So they made use of Instagram ads to lift their “Ad Recall”
They targeted teenage girls. They used a lot of interesting products to engage with them.
So let us understand the case study of “Clean and Clear”
Here i have shared the link of this case study for your reference,
We clicked that link and we are now in its case study.
So what was the story?
“Clean and Clear is a teen brand primarily known for its range of facial cleansing products promoting oil control”.
Their aim is to specifically target teenagers, young people.
When they started to run this ad, their aim was to increase the “Ad recall”
The fact is Many people at the same time are doing a lot of things. So if you wish to take your brand to the next level then it is very important to “Refresh” the brand.
Time and again you should create ads such that the value of the brand is refreshed in people’s mind.
What happened because of this?
It led to “33% lower cost per point of incremental ad recall lift”
This is what they achieved.
Their goal was “Boosting Awareness and Consideration”
They did achieve their goal.
And as you can see from my screen, in this manner they had created and published their ad. They made use of “stickers” too
They grabbed over 1 Lakh views on their Instagram Ad.
This ad was a hit for a very long time.
So this was a very good campaign run by “Clean and Clear”
You can refer and read through many more such case studies by visiting:
“Business dot instagram dot com” link
Friends, that is all for today.
If you have queries or comments then click the discussion button below the video and post there, this way you can connect to fellow learners and discuss the course. Also our team will try to solve your queries.
In the next unit we will learn about Facebook custom audiences. How do these custom audiences work and how are they created?
So friends see you in the next session. Till then, Goodbye!
Very good app
The course content and the way of teaching is excellent. Thank you sir.
Engaging,short,easy to understand videos totally satisfied
Your trainer Mr. Nitin Jain is really an excellent teacher. Keep up the good work Mr. Jain.
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Easily understanding concepts and teaching level is awesome, and assignment work is very useful.