iOL Digital is proud to be associated with Out of The Blue, who have been most open to trying new ideas on Facebook, documented in the following slides.

Innovating with Facebook ads for Out of The Blue, Mumbai

October 24, 2014

It’s no secret that the restaurant business is a repeat customer business. It’s about getting the

people who like you to visit again & again.

Quikserve Restaurants

Fastfood Restaurants

Casual Dining Restaurants

Family Dining Restaurants

Fine Dining Restaurants

71%

68%

63%

63%

51%

% Sales from Repeat Customers

• While Out of The Blue is now a 10+ year old establishment, and clearly winning repeat customers is already a well achieved objective, following is how we at iOL Digital helped contribute to the cause utilizing Facebook posts & ads.

1. Past Customer Targeting

• Using email address and phone numbers from customer feedback forms, or restaurant databases - we target our ads specifically to past customers, in addition to new audiences.

• By doing so, our Facebook ads only appear before past customers – thereby increasing the respective ad’s relevance, and desired outcome (revisits).

• In addition to targeting those already in our database, Facebook allows us to create ‘Lookalike Audiences’, i.e. a Facebook ad audience database of users who are similar to those in our database - to target with our ads.

• Utilizing this feature we can exponentially increase our relevant audience size for ads on Facebook, and look to capture relevant new customers in addition to remarketing to past customers.

1. Past Customer Targeting

• Facebook allows us to target our ads to users who have a birthday coming up in the next 7 or lesser days

• Capitalizing on this feature, we launched the Birthday Campaign for Out of The Blue, inviting our FB page fans, those in the restaurant vicinity, as well as friends of page fans who live in Mumbai - to celebrate their birthday at Out of The Blue and claim a free bottle of wine or chocolate fondue.

• Over the last year, we’ve spent an approximate of Rs. 30,000 on this campaign, reaching nearly 130,000 of our target audiences, resulting in over 6,500 engagements (likes, comments, shares, clicks, etc) - averaging at Rs. 4.34 per engagement around the birthday offer!

2. Facebook Birthday Offer

Click on image to see post on FB

• With the gaining popularity of online video, and Facebook video ads, we launched the Out of The Blue Facebook video campaign earlier this year.

• For the campaign we first created six short videos featuring select dishes from the restaurant menu, posted them on the Facebook page, and then advertised the posts to page fans and their friends in Mumbai.

• For a total spend of Rs. 4,200, till date we’ve been able to reach 18,071 of our targeted audience, resulting in 3.205 video views - averaging at Rs. 1.3 cost per view.

3. Facebook Video Ads

3. Facebook Video Ads

Click on any image to see post on FB

• With fixed weekly events at the restaurant, we often found ourselves posting about the same events week on week. Afraid this may cause fatigue to page fans, we quickly adapted our approach as Facebook introduced daily and hourly scheduling of ads.

• Utilizing this feature, we could now focus our energy on drafting one comprehensive post for each weekly event on a monthly basis. And then use this new ads feature to control on the day and time each ad unit would display.

4. Facebook Scheduled Ads

• Over the last 6 weeks, for a total spend of a little over Rs. 7,000, we reached 55,990 of our targeted audience, resulting in 3,319 page post engagements (Likes, Comments, Shares, Clicks, etc) - averaging at Rs. 2.12 per engagement around the weekly events Facebook ads

4. Facebook Scheduled Ads

Running everyday during restaurant

open hours

Running everyday Tuesday & Wednesday

Running everyday Thursday & Friday

Click on any image to see post on FB

• In addition to the earlier described always-on Facebook ads, we also strategically promote image-rich page posts to page fans, their friends, as well as Facebook users in the local restaurant vicinity.

• These include special events, new menu dishes and select reviews amongst other campaign initiatives.

• Utilizing this Facebook ads feature, we budget to communicate with our page fans, their friends and those in the local restaurant vicinity at a cost of upto Rs. 0.25 per person reached and Rs. 2 per person engaged.

5. Strategic Promoted Posts

5. Strategic Promoted Posts

Click on any image to see post on FB

Engaging FB audiences in restaurant vicinity at less than Rs. 1 / engagement

Engaging FB audiences in restaurant vicinity at less

than Rs. 1.7 / engagement

Engaging fans + their friends at Rs. 1.55 per

engagement

YOUR FEEDBACK

Innovating with Facebook ads for Out of The Blue, Mumbai