Flash-sale site, One King’s Lane (OKL) tapped Spruce Media in 2011 to drive a proactive Facebook marketing campaign. The goal was to deliver maximum traffic from Facebook at a consistent level while meeting target cost per registration based on return on investment of purchasing behavior.

Results

Spruce Media scaled the One King’s Lane Facebook ad spend, reduced volatility of traffic, and maintained the cost per action within the client’s return on ad spend target and have been actively and consistently delivering high scale traffic for over a year.

Solution

Prior to engaging Spruce Media, One Kings Lane was optimizing their spend across channels to hit their key performance indicators. OKL has built out back end metrics and analytics to provide deeper visibility into purchase data and how that links to the targeting parameters. In addition, display advertising is typically the best performing channel, which is not available on Facebook. Display ads normally generate 1.5 times the return on ad spend that Facebook does. Despite these challenges, One Kings Lane continued to spend their advertising budget on Facebook, because they believed in the power of social marketing.

Strategy

One Kings Lane had faced many challenges with their campaign prior to working with Spruce Media. Driving consistent and profitable spend on Facebook was a challenge for One Kings Lane as bid clearing prices changed frequently, ad fatigue became a problem at scale, and the around the clock monitoring and tuning was eating up their internal resources. One Kings Lane needed a cost- effective and scalable way to manage campaigns and manage their return on ad spend metrics within a 30-day window.

Sealy was focused on driving new fans to build their Facebook fan presence and allow them to drive awareness and ultimately more sales and ROI on media spend for Sealy. Sealy was focused on expanding its target group of relevant audiences and building new fans to reach their goal of 250,000 fans on Facebook.

Results

  • Over delivered on fan acquisition goals by 237%. Adding 77,000 fans within a one month period
  • Delivered fans at a 25% reduction in cost to the client’s internal buying efforts Client doubled fan base within a one month period
  • Introduced Sponsored Stories to the Sealy fan base which engaged new users at an average conversion rate of 80%

Solution

  • Used look-alike modeling to scale audience cohorts and identify engaged segments of Sealy fans
  • Tested multiple creative concepts, pausing inefficient areas within each test variant and expanding high performing areas within each test variant
  • Introduced Sponsored Stories which increased viral activity and conversion rates to 80% to complement the Marketplace.

Strategy

Sealy worked with Spruce Media to drive new Facebook fans and ensure that they reached the optimal audience for their brand through Spruce Media dynamic creative and audience clusters. Spruce Media identified high performing segments and creative concepts which allowed for incredibly efficient execution of Facebook media spend.

  • Identified audience targets within specific Sealy targeting parameters and built dynamic creative tailored to these audience segments
  • Used weekly promotions to identify and acquire new fans
  • Dynamic creative was an important part of the customer acquisition strategy to drive engagement with promotions as bid prices changed constantly

An entertainment client (Studio) was focused on driving new fans to build their Facebook fan presence and promote a new movie launch prior to any TV advertisements.

Results

  • Spruce Media delivered 20,349 Fans in less than 19 days at an even pace
  • The buy was executed at a cost of 55% lower than what the internal (client) team achieved, thereby maximizing and over-delivering the impressions served
  • Unique Users by Frequency Bar Graphs: Broken down by how many people (x-axis) saw any content of the page:
  • Unique Users by Frequency Bar Graphs: Broken down by how many people (x-axis) saw any content of the page:
  • More significantly, 257,971 where reached at least 21 times

Solution

  • Tested multiple creative concepts, pausing inefficient areas within each test variant and expanding high performing areas within each test variant
  • Introduced Sponsored Stories which increased viral activity to complement the Marketplace buy, and were more efficient by 21%

Strategy

The Studio and Advertising Agency partnered with Spruce Media to drive new Facebook fans and ensure that they reached their optimal audience for their upcoming movie release through Spruce Media dynamic creative and audience clusters. Spruce Media identified high performing segments and creative concepts which allowed for incredibly efficient execution of Facebook media spend.

  • Identified “character” audience targets, and built dynamic creative tailored to these audience segments
  • Dynamic creative was an important part of the customer acquisition strategy to drive engagement with promotions as bid prices changed constantly
  • Quickly identified key age cohorts amongst genders that clearly engaged with this specific cinematic audience

“Spruce Media’s strategic approach to audience design and media optimization has allowed us to quickly find new fans for Sealy on Facebook incredibly efficiently. The Spruce Media team is one of our best ad partners, they consistently deliver high quality new users while making recommendations to improve creative, messaging and metrics. Using the Spruce Media platform we nearly doubled our fan base and reduced our average cost per fan by 25%” Tom Donovan, Digital Manager Haworth Media

“Spruce Media is one of our best ad partners, consistently delivering high quality new users while making recommendations to improve metrics.”

Sealy
Walmart