Marketing
Monday February 22, 2021 By David Quintanilla
Crafting Facebook Ads 5 Days Ahead of Major Seasonal Launch


On the subject of 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? Prospects are wanting, are you able to join?

Adidas and Reebok wished to seek out one of the best strategy for Fb promotion at CEE, Russia, so that they turned to Aitarget, Fb Advertising and marketing Accomplice, for assist. 

We not solely recommended coaching, but in addition took on a major proportion of the work for his or her campaigns: reviewing advert account construction, progress 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 advertisements began solely every week earlier than the launch. The success of the marketing campaign would rely on 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 raised set them up for fulfillment by restructuring their accounts in an effort 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 advertisements 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 very best bidder tends to indicate higher performing advertisements,” says Leibe. “These standing in line aren’t capable of present Fb their efficacy, so they are going to solely be proven hardly ever or under no circumstances. With a view to keep away from viewers overlaps by advert units and paying twice in your personal viewers, an advert set’s viewers must be excluded from each other.”

Alexandra Matveeva, Main Specialist Efficiency Media, Adidas

“The usual strategy was to exclude web site audiences from the detailed focusing on viewers. Nonetheless, we didn’t have 100 per cent cross-minuses. Beforehand, there was extra detailed focusing on based mostly on curiosity and CRM, however throughout the framework of Black Friday, on the recommendation of the Aitarget crew, we tried to exchange pursuits with a Lookalike viewers and use an entire cross-minus strategy.”

The end result was that our plan for Black Friday consisted of varied forms of marketing campaign: 

  • Video creatives and App Set up goal – the biggest variety of creatives and largest finances; 
  • Dynamic advertisements 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 automated 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 advertisements in numerous codecs: Dynamic Adverts and a number of movies. All codecs have been created from photos within the Adidas and Reebok product catalogs. Adverts shopping for went by GroupM, a part of the world’s largest media company.

Dynamic Adverts for a number of audiences

When Black Friday campaigns started, Reebok didn’t have any Dynamic Adverts campaigns launched. So to arrange for his or her launch, Aitarget had to assist them shortly improve and replace their product feed and alter it to a Fb-friendly format to create a catalog.

Alexandra Matveeva, Main Specialist Efficiency Media, Adidas

“Adidas used to have Dynamic Adverts on Fb as a part of their always-on actions, however extra not too long ago the format had solely been used to help quick promo-campaigns in emergency conditions. Because of the completely different finances allocations between the app and web site since final yr, there was no unified abstract of outcomes for Adidas. But, this season Dynamic Adverts have 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 mechanically processed all product photos and meshed with feed information, in order that customers can instantly dive into product, low cost and provide within the advertisements.

Veronica Kirillina, Junior Specialist Efficiency Media at Adidas

“Overlays are, indubitably, a blessing for anybody pursuing efficiency objectives by posting on Fb.”

Making the merchandise private: 51 Movies from 26,000 Product Photos

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 numerous product units. 

This allowed us to make the messages every viewers acquired extra private. 

Aitarget Tech machine studying discovered one of the best place and measurement for the merchandise and edited the playing cards. The identical feed was used for the Dynamic Adverts to create a number of movies.

The entire movies have been created utilizing the Aitarget Tech instrument based mostly on the feed and branded video templates, developed by the Aitarget inventive studio for Adidas and Reebok.

The manufacturers created merchandise lists, which have been used for the Black Friday sale. The Aitarget Tech instrument mechanically generated movies for numerous audiences.

Alexandra Matveeva, Main Specialist Efficiency Media, Adidas

“An enormous thanks to Aitarget for the work they achieved inside such a brief time frame 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 throughout 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 take a look at. We perceive that success relies upon not solely on the creatives, but in addition on the provide itself.”

Utilizing new instruments to optimize outcomes

For one of the best video-to-app campaigns block, Aitarget beneficial utilizing Fb Automated App Adverts. 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 Adverts in an effort to enhance the effectivity of video and app installs campaigns. Whereas the automated campaigns have been launched with an App Installs goal, they have been additionally good at producing conversions. 

Veronica Kirillina, Junior Specialist Efficiency Media at Adidas

“Automated campaigns have been an excellent discover for us! Due to the Aitarget managers for that. The efficacy of automated campaigns with app installs was very excessive, not solely by way of CPI, but in addition by way of gross sales. As for our paid media channels, gross sales share by the app through the promo exceeded the share of gross sales from the positioning. I feel that is the cumulative impact of each our normal Black Friday strategy this season and the adjustments made to our Fb marketing campaign technique.”

Abstract and Outcomes

General, the marketing campaign was a hit. Not solely did it obtain metric outcomes, Adidas and Reebok additionally saved assets whereas launching advert campaigns below tight deadlines throughout excessive season.  

Throughout the marketing campaign Adidas and Reebok saves greater than 99 hours on producing creatives, 26,500 product playing cards have been processed and 51 movies have been generated.

Alexandra Tsapesh, Enterprise growth specialist at Aitarget

“Aitarget typically conducts coaching applications on Fb and Instagram for its purchasers. Adidas approached us earlier than the massive launch on Black Friday, to obtain session on find out how to greatest spend their finances and get optimum outcomes,” says Tsapesh. “However ultimately, we completely analyzed all of their energetic placements, helped introduce new Fb instruments into their work, restructured the accounts and helped produce creatives for a large-scale marketing campaign.”

If you want to learn more about how to make your creatives perform well, click here to schedule a demo with Aitarget.



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