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According to Symphony Advanced Media, greater than 30% of Super Bowl viewers used Facebook and/or Twitter while they watched the game for 15% or more of the time during which they watched it. With that in mind, a global candy brand sought to maximize its marketing investment with exposure on social networks. The primary goals for this social campaign were Reach and Purchase Consideration. AdAge reported the TV spot drove the greatest improvement in Purchase Consideration among all Super Bowl ads (see chart to the right). An eCPM about half of plan goals, despite most media running during the heavy demand of the Super Bowl. The brand saw their best day of the year in driving new Followers on Twitter. Beat Twitter’s CPG Super Bowl norm for effective cost per engagement (eCPE) by 12%. Kinetic Social, a leading Facebook Ads PMD and Twitter Marketing Platform Partner, ran paid media on Facebook and Twitter teasing the ad before it aired, and promoting it after. Five steps to social success in real-time social media campaigns: Ensure approval process with Partners: Kinetic worked directly with Facebook and Twitter to ensure each partner was prepared to approve the brand’s creative in real time on the day of the event. Real time approval is not always the norm, and without preparation, the process can hinder new ads posting. Ensure approval process with Advertiser: The best real time campaigns react as things happen. The only way to do that is ensure people involved from the ad agency and the brand are available during the event. Pre-campaign teaser: In the days leading up to the campaign, Kinetic ran a paid campaign with exclusive content teasing the Super Bowl spot. The campaign started with Super Bowl- related keyword and interest-based targeting using Kinetic’s proprietary optimization Testing Suite. Latch onto trending topics: During the live event, Kinetic Social’s Campaign Management team leveraged trending #hastags and keywords to build visibility for the campaign. Extend TV ad once it airs: Once the ad aired, Kinetic switched to a campaign including the TV spot and exclusive Vine videos to extend engagement, reach, and frequency attained during the game. Background Social Media Strategy Execution Results Post Super Bowl Campaign 1. 2. 3. 4. 5. www.kineticsocial.com [email protected]
