As social and digital media turns into a greater piece of our wider business process, so does the demand for performance tracking and enhanced transparency measures to give definitive links between digital ad spends and subsequent Facebook played a lead part in this – they introduced Conversion Lift in 2015 which compares point of sale data to
How
Veet
Taking a multi-screen approach to driving sales, Veet used Facebook to bolster its TV ads and strengthen its campaign with the aim of encouraging women to buy its hair removal cream. The brand partnered with creative agency iContract and Facebook’s Creative Shop to devise an integrated campaign and adapt its existing TV ad into snappier video ads. To ramp things up, it powered the ads with reach and frequency buying to reach 18 to 55-year old women in India on a massive scale. This robust multi-screen strategy made an impact on Veet’s target audience, resulting in 11% incremental lift in the in-store sales in a market where Facebook ads were implemented vs a market where they were not.
Garnier
Garnier’s skincare brand found that in-store sales for its acne-fighting face wash for men increased after it ran a Facebook-only campaign to measure the impact on sales in a cluster of major and minor markets in India. It used demographic and location targeting to reach men aged 18–34, as well as reach and frequency buying to reliably connect with 60% of its target audience on Facebook. The brand witnessed a 26% increase in in-store sales in a large market where they ran the Facebook ads.
Tanishq
Most people still like to touch and feel the jewellery before making a final decision, but that doesn’t mean that they can’t be enticed into stores using online content. The brand chose to showcase its designs with stunning close-up shots using carousel ads to catch people’s attention. Crucially, it led them to its offline stores by including a “Shop Now” call-to-action button that brought people to its website, where they could get a discount voucher to be redeemed in-store. The incentive paid off and Tanishq saw a 30% increase in in-store sales among 25 to 44-year olds during its campaign as well as an increase in the in-store footfall.
What's incredible about this is we're getting more and more measures to track better and correlate online and offline practices, which will in the end enhance the accuracy and targeting abilities available in all applications, and for all advertisers, with levels of transparency not available via other ad methods.
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