Facebook ain’t just for the big boys
July 26, 2011 by admin
Filed under Latest Lingerie News
Another week, another encouraging Facebook campaign success story for you, and this time from a lesser known start-up. We have heard this month that brands are continuing to take Facebook marketing very seriously, with the number of paid brand advertising campaigns rising by 104% in Q2 compared to Q1 (Source: TBG Digital).
Unsurprisingly, as Facebook campaigns have grown in popularity, costs have also increased (by 45% and 74% year-on-year in Q2 for CPM and CPC rates respectively).
With prices being hiked, it is especially refreshing to hear about emerging online businesses that are seeing strong results from Facebook brand campaigns. A trio of new case studies on clickz.com this week focused on start-ups – and one in particular caught our eye for its sage use of targeting to maximise ROI.
Case study: YouBeauty.com
Background: YouBeauty.com is a one-month old health and beauty website launched by Dr Oz and Dr Roizen, two doctors-turned-US-daytime-TV-personalities.
Aim: Primarily to grow its Facebook follower base with a budget of US$10,000.
Strategy: YouBeauty.com tasked agency Extole with targeting women aged 19 to 50 years old whose profiles revealed an interest in health, beauty, fitness, skincare and Oprah Winfrey. Extole created a sweepstake, offering one winner the chance to win a three-day trip including visiting Dr Oz’s show in New York and meeting the TV star backstage. Also up for grabs was a US$300 L’Oreal goody bag.
Results: YouBeauty’s Facebook page soared from 500 ‘Likes’ to almost 15,000 during the campaign, which ran for one week only. Since participants had to provide an email address to enter the competition, the brand grew its email list from zero to 13,000 in the same time frame.
FPR’s Final Thought: The precisely targeted nature of this campaign and well-positioned competition prize has helped this start-up to not only grow its social marketing footprint, but also to garner an invaluable email list.
