Tag: Paid Social

The Power of Creative in Building Brand Awareness

Posted on by Coegi

The Brief

Coegi partnered with a powerhouse creative agency to launch a full-funnel digital campaign, building brand awareness as well as sales for a high-growth wine brand.

Highlights

10.6%
Lift in Standard Ad Recall

1.8%
Lift in Unaided Brand Awareness

1.4%
Lift in Purchase Intent / Consideration

Challenge

The brand tasked the team to produce a campaign that was not only effective in building brand awareness and emotional connection in a very cluttered, complicated category, but also drove trial and consideration across a broader set of consumers. 

Solution

The team executed a performance branding study on Facebook to evaluate brand lift as well as conversion lift for key website events. By comparing control and exposed audiences, incrementality was able to be evaluated. This blended approach allowed for valuable insights into multiple stages of the consumer journey, from brand awareness to purchase intent. 

The study showed positive lift across brand categories, surpassing CPG benchmarks. Ad recall was particularly pronounced, signaling that the creative was successful in driving memorability and that the selected audience resonated with the messaging approach.

Using TikTok Ads to Reach Potential College Students

Posted on by Coegi

The Brief

Coegi used TikTok ads to help a higher education client drive better results in their marketing campaigns. Our client is a private college located in Kansas City, Missouri which recently lowered their tuition costs. They were looking to boost brand awareness among potential students and encourage them to research more about their institution.

Highlights

82%
Higher CTR than Snapchat

$3.53
Cost Per Page View Conversion

Challenge

A younger audience can be hard to reach effectively in the right place, especially on social media platforms. Reaching a potential college student was top of mind for the team. In the summer 2020 planning stages, it became clear TikTok was the right platform. The app was rapidly becoming one of the most popular apps among high school students. However, the platform was unproven in terms of in feed advertising, as it was a fairly new capability from TikTok.

Solution

The team took a risk and proposed TikTok ads in tandem with Snapchat and Instagram to reach their target audience of high school students.

Snapchat and Instagram were set up as conversion campaigns driving users to complete a form fill or research the brand as a whole by visiting pages with information on campus visits or majors.

The TikTok campaign began as an awareness campaign. It was optimizing towards video views as this aligned with the organic user behavior on the platform. Ads were shown in-feed on TikTok, where users spend the majority of their time on the app. 

Targeting started off relatively broad, reaching potential students interested in education across Missouri and Kansas. The platform only narrows to state level geographic targeting.

The ads focused on key competitive advantages of the college such as optional standardized testing and lower tuition. These were both major decision factors for potential students in light of the pandemic.

The TikTok awareness campaign was so efficient in terms of CPM and results after just one month that the objective was adjusted from video views to driving site visits and actions. 

The TikTok platform saw extremely strong results, driving a 82% higher CTR than Snapchat and 688% higher than Instagram. Users on TikTok were also more efficient to convert at a cost of $3.53 per page view conversion tracked. 

Driving Action from a Niche B2B Audience

Posted on by Coegi

The Brief

Coegi helped to drive leads from a highly niche B2B audience by pairing LinkedIn’s on-platform lead generation with the clients onboarded first-party data. The results exceeded client expectations and established foundational data for future campaigns.  

Highlights

292
New Leads

$36.55
Cost Per Lead

0.41%
Click Through Rate

Challenge

Our client needed to drive leads from a niche B2B audience – but they meant niche niche. They were only interested in reaching European film, gaming, and television licensing professionals who were in-market to connect with American content owners. They hosted a magazine and website portal where global licensing professionals could make connections and discover new opportunities. The client challenged Coegi to provide a solution to drive this audience to their website, where they would be prompted to share their email address to access the portal. 

Solution

We recognized this request necessitated using an audience-first approach to inform our channel strategy. LinkedIn proved to be the channel with the widest reach of second-party data. Historically, the fewer steps to conversion asked of your audience, the higher the ROI. Knowing this, we used LinkedIn’s on-platform Lead Generation creatives to encourage our audiences to share their contact information without needing to visit the site.

Our client offered two products: an industry magazine and a website portal. The media objective was to drive 150 new email contacts over three months. 

Prioritizing budget on LinkedIn allowed Coegi to craft a strategy that balanced the need for some awareness while focusing on the lead goal. Pairing LinkedIn’s data, lead generation objective and creative, and the client’s first-party data allowed us to nearly double the goal of 150 new email contacts. 

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