Relating to a very powerful weeks annually for e-commerce, Christmas and Black Friday battle for the gold medal. However how do you compete, when everybody else is throwing all their efforts into maximizing these alternatives too? Clients are trying, are you able to join?
Adidas and Reebok needed to search out one of the best method for Fb promotion at CEE, Russia, so that they turned to Aitarget, Fb Advertising Companion, for assist.
We not solely steered coaching, but additionally took on a big proportion of the work for his or her campaigns: reviewing advert account construction, development hacking, making dynamic advert creatives and implementing new Fb instruments. How did Aitarget do it?
Right here we define the methods used and the outcomes achieved.
Black Friday looms: One week, is there time?
Preparations for the Adidas and Reebok Black Friday adverts began solely per week earlier than the launch. The success of the marketing campaign would depend upon zero stage work: advert account construction and likewise the product feed and product catalog changes.
First, we reviewed the Adidas and Reebok advert accounts and took motion to higher set them up for achievement by restructuring their accounts to be able to keep away from overlapping audiences.
Lisa Leibe, Adidas and Reebok account supervisor at Aitarget
“At Fb public sale, at any given time, just one advert can succeed over all different adverts that focus on the identical viewers (it’s not necessary whether or not it’s a single advertiser or many), whereas the others have to attend their flip. Over time, the best bidder tends to point out higher performing adverts,” says Leibe. “These standing in line aren’t capable of present Fb their efficacy, so they may solely be proven not often or in no way. As a way to keep away from viewers overlaps by advert units and paying twice on your personal viewers, an advert set’s viewers needs to be excluded from each other.”
Alexandra Matveeva, Main Specialist Efficiency Media, Adidas
“The usual method was to exclude web site audiences from the detailed focusing on viewers. Nevertheless, we didn’t have 100 per cent cross-minuses. Beforehand, there was extra detailed focusing on primarily based on curiosity and CRM, however inside the framework of Black Friday, on the recommendation of the Aitarget workforce, we tried to interchange pursuits with a Lookalike viewers and use a whole cross-minus method.”
The end result was that our plan for Black Friday consisted of varied kinds of marketing campaign:
- Video creatives and App Set up goal – the most important variety of creatives and largest finances;
- Dynamic adverts for Reebok and Adidas catalog gross sales;
- Video creatives and Conversion (buy) goal for Reebok – a smaller half.
Our technique relied on the algorithms within the settings, selecting computerized campaigns and auto-placements, whereas optimization was set for a very powerful actions: purchases and installs.
The core of the entire Black Friday marketing campaign was product adverts in varied codecs: Dynamic Advertisements and a number of movies. All codecs had been created from photos within the Adidas and Reebok product catalogs. Advertisements shopping for went via GroupM, a part of the world’s largest media company.
Dynamic Advertisements for a number of audiences
When Black Friday campaigns started, Reebok didn’t have any Dynamic Advertisements campaigns launched. So to organize for his or her launch, Aitarget had to assist them rapidly improve and replace their product feed and regulate it to a Fb-friendly format to create a catalog.
Alexandra Matveeva, Main Specialist Efficiency Media, Adidas
“Adidas used to have Dynamic Advertisements on Fb as a part of their always-on actions, however extra just lately the format had solely been used to help brief promo-campaigns in emergency conditions. As a result of totally different finances allocations between the app and web site since final 12 months, there was no unified abstract of outcomes for Adidas. But, this season Dynamic Advertisements had been used for the primary time with Reebok, and we’re happy with the end result.”
Aitarget Tech was used to create a single model id on social media. The platform routinely processed all product photos and meshed with feed information, in order that customers can instantly dive into product, low cost and provide within the adverts.
Veronica Kirillina, Junior Specialist Efficiency Media at Adidas
“Overlays are, no doubt, a blessing for anybody pursuing efficiency objectives by posting on Fb.”
Making the merchandise private: 51 Movies from 26,000 Product Pictures
Aitarget’s technique for Adidas and Reebok for the Black Friday video marketing campaign was to separate the viewers into segments and generate a wide range of movies with varied product units.
This allowed us to make the messages every viewers obtained extra private.
Aitarget Tech machine studying discovered one of the best place and dimension for the merchandise and edited the playing cards. The identical feed was used for the Dynamic Advertisements to create a number of movies.
All the movies had been created utilizing the Aitarget Tech device primarily based on the feed and branded video templates, developed by the Aitarget artistic studio for Adidas and Reebok.
The manufacturers created merchandise lists, which had been used for the Black Friday sale. The Aitarget Tech device routinely generated movies for varied audiences.
Alexandra Matveeva, Main Specialist Efficiency Media, Adidas
“An enormous thanks to Aitarget for the work they achieved inside such a brief time period on creating product movies from our catalogs for each manufacturers. In fact, the time-saving was extremely appreciated. Comparisons between movies and statics are fairly tough for Adidas to guage inside the framework of key metrics, since they use auto-placements, the place each static creatives and movies are used. In future, we are going to attempt to create a dependable A/B check. We perceive that success relies upon not solely on the creatives, but additionally on the provide itself.”
Utilizing new instruments to optimize outcomes
For one of the best video-to-app campaigns block, Aitarget really helpful utilizing Fb Automated App Advertisements. These are a new Facebook tool for optimal campaign performances. As Fb explains: “The algorithm finds one of the best combos of creatives, viewers and placements with no advertiser’s presence wanted, simplifying the method and maximizing outcomes.”
Adidas and Reebok used Fb Automated App Advertisements to be able to enhance the effectivity of video and app installs campaigns. Whereas the automated campaigns had been launched with an App Installs goal, they had been additionally good at producing conversions.
Veronica Kirillina, Junior Specialist Efficiency Media at Adidas
“Automated campaigns had been a terrific discover for us! Because of the Aitarget managers for that. The efficacy of automated campaigns with app installs was very excessive, not solely when it comes to CPI, but additionally when it comes to gross sales. As for our paid media channels, gross sales share via the app in the course of the promo exceeded the share of gross sales from the positioning. I believe that is the cumulative impact of each our common Black Friday method this season and the modifications made to our Fb marketing campaign technique.”
Abstract and Outcomes
Total, the marketing campaign was successful. Not solely did it obtain metric outcomes, Adidas and Reebok additionally saved assets whereas launching advert campaigns beneath tight deadlines throughout excessive season.
In the course of the marketing campaign Adidas and Reebok saves greater than 99 hours on producing creatives, 26,500 product playing cards had been processed and 51 movies had been generated.
Alexandra Tsapesh, Enterprise improvement specialist at Aitarget
“Aitarget typically conducts coaching packages on Fb and Instagram for its purchasers. Adidas approached us earlier than the massive launch on Black Friday, to obtain session on the best way to finest spend their finances and get optimum outcomes,” says Tsapesh. “However in the long run, we totally analyzed all of their lively placements, helped introduce new Fb instruments into their work, restructured the accounts and helped produce creatives for a large-scale marketing campaign.”
