Have you ever heard that your media budget was too low to even consider launching a campaign?
At Brand New Day Agency, you’ll never hear such things. With the right approach & enough efforts, we can make the magic happen!
Want to know what we can do with €750?
Mars (Mons Arts de la Scène) was organizing a festival, « Guerrières » and wanted to sell tickets online. They wanted it to be a huge success, but they only had €750 to make a digital campaign. Feminism and gender-equality were the biggest themes of the festival.
Considering the low budget and the potential target group of this event, we could have assumed that we should focus on creating a small conversion campaign by trying to reach the heart of the target audience (women with an interest in gender-related questions) to sell them tickets, but we never base our strategy on assumptions…
No matter how small the budget is, working with a multi-phased campaign approach enables to improve the results and get valuable learnings. Instead of just focusing on a conversion phase, we’ve worked on the first 3 phases of the sales funnel.
The results were mind-blowing and our CPM decreased so much that we were able to reach twice as many people during the last conversion phase than during the awareness phase.
AWARENESS CPM: €3,31 Cost per Thruplay – €0,004
CONSIDERATION CPM: €2,65 Cost per Landing page view: €0,05
CONVERSION CPM: €2,26 Cost per Conversion: €0,05
Curious to know how we can get such incredible results with such a small budget?
At Brand New Day Agency, we don’t believe in hacks or magic tricks. Over the past few years, we had the chance to run amazing campaigns for worldwide major companies on a global level like Mercedes-Benz BeNeLux. We have always believed that with a real data-driven approach, a passionate and curious team, an in-depth knowledge regarding social media advertising possibilities & some out-of-the-box thinking, we could elevate any campaign and any budget to the next level . Want to discover a disruptive way to take the most out of your social media efforts ?
While Facebook usually advises reach & frequency for awareness, we make use of the ‘video views’ objective for the first phase with a Thruplay optimization (at least 15’’ of the video viewed or the whole video if it is shorter than 15’’.) By doing so we know that the message has not only been delivered but also consumed.
The use of a video also enables us to create a custom audience based on people who have watched the video so we can provide them with more information during the consideration phase (in this case, we have optimized the second phase for landing page views to avoid taking ‘accidental clicks’ into account).
On top of using custom & lookalike audiences (website visitors, video viewers, engaged people) which are of course a must-have, we have a really particular way to make use of interest-based audiences.
First, we identify a few interest segments for our campaign. In this case, considering the small budget we have created a « Gender-questions » segment (A) and a « Premium art » segment (B) but we can add up to 5 different segments.
Then, instead of using these segments to create a target audience, we use them to create different combinations (ad sets) by including and excluding them to eventually potentially cover the whole (Belgian) population. (A+B, A-B, -A+B, -A -B).
We also add other segmentation dimensions such as gender and age so we end up having lots of different segments, which enables us to have an A-Z testing approach and a detailed manual optimisation.
Thanks to our well thought-out sales funnel approach as well as a real A-Z testing and constant optimization, with a total media budget spent of €750, we managed to generate:
Unique people Reached during the conversion phase (VS 26.800 during the awareness phase)
Video thruplay (minimum 15 seconds viewed or the whole video if less than 15 seconds)
Landing page views during consideration and conversion phase
And if we can do so much with so little… Imagine what we can do with your media budget!