marketing

AED Facebook Campaign: 360 Images

Background:

360 image features:

  • Facebook only
  • Mobile only
  • Best for awareness stage (buying on reach).
  • Can be followed up with retargeting.

How does it work?

  • A 360 Photo is a photo that allows you to view more than just a snapshot of a scene. Some types of 360 photos even let you view the scene from every angle: above, below, behind and next to you.
  • The image shifts as you scroll by, catching the eye.

What’s on their mind?

  • Many Facebook users are killing time on their newsfeed.
  • The general public is often unaware about AEDs.
  • Users react well to gamification.

Thought starters

  • Spread knowledge of the importance of AEDs and how to find them via a “Where’s Waldo” game that takes advantage of the 360 image functionality.

Creative Specifications

  • Text: 125 characters
  • Headline: 25 characters limit
  • Link Description: 30 characters limit
  • Desktop example of the functionality:
    https://bit.ly/2SUeVvs

Creative 1: Chance of Survival A


Creative 2: Chance of Survival B


Creative 3: Negative Outcomes A


Creative 4: Negative Outcomes B

Engagements

Results

• CTR benchmark was 0.49%

• We used 360 images in September and static images in October.

• The CTR in September was 5.13%

• The CTR in October was 1.22%

• Both CTRs are well over benchmark, but the 360 images delivered 10x our benchmark. We are re-running these very effective ads, and possibly adding an “in use” version.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s