FACEBOOK AND INSTAGRAM CAMPAIGN OPTIMIZATION
USING COGNITIVE MATCHING
The Client wanted to increase ROI of their Social Media (SoMe) campaigns. They were using an external marketing agency to find and target audiences on Facebook and Instagram, and they were doing a good job. As the Client already had success with One Prediction on email campaigns and personalized website, they wanted to see if One Prediction could also improve SoMe campaigns.
The focus of the Client was therefore; to improve conversion and ROI of SoMe efforts focusing on Facebook and Instagram as the main platforms. Using existing data from their CRM system, event texts and pictures (see cognitive match – link in the bottom) and responses to previous SoMe efforts. ONE Prediction could find the customers with the highest likelihood to purchase in the time leading up to the concert in question. The Client would then find lookalikes of those customers on Facebook and Instagram.
Result: Click through rate of Facebook ads increased with +40% while campaign spend was reduced with 31%. Conversions to the web site were 3 times higher than previously.