Six major brands have given ClickZ snapshot-level case studies about their Facebook efforts. Mazda, Ford, Levi's, 1-800-Flowers, 20th Century Fox, and ADT have seen significant lift from their ad investment on the social network.
According to Facebook, spending on the following campaigns varied greatly and most included a mix of marketplace and premium ad buys.
Does Social Sell Cars? Mazda And Ford Believe So
Of the examples released to ClickZ today, Mazda's may stick out the most. According to the automotive brand's U.K division, a recent 20 percent Check-In Deal discount resulted in a 34 percent sales lift on the model being offered. The geo-social effort was regional.
Ford also says Facebook ads can help move cars. The Detroit carmaker states online shopping at sites like Autotrader.com for the 2011 Ford Explorer jumped 104 percent during the period when it ran ads. Ford claims that the number dwarfs the online shopping activity it's seen after a Super Bowl ad, which the brand says creates a 14 percent hike.
Jean Genie: Facebook Ads Increased Foot Traffic By 4X
There has been little doubt that Levi's likes Facebook a lot, as few brands have integrated the networking site into their proprietary online destinations with such vigor. Earlier this year, a Facebook ads campaign pitching a 40 percent discount doubled traffic to the socially designed Levi.com. The San Francisco-based jeans company makes a much headier proclamation, though, when it says the ads helped increase foot traffic to stores by 4X.
Flowers Shoppers 'Like' Sponsored Stories
Facebook's in-house marketing team has spent much of 2011 selling its Sponsored Stories ad units to major ad agencies. At conferences and seminars, it has been known to tout 1-800-Flowers as a key advertiser using the social context promos. Now we know why. For Mother's Day, the floral brand used Sponsored Stories and regular Facebook ads to offer 15 percent off at 1800Flowers.com, along with 50 Facebook Credits for purchases via an app on the social site. The retailer says the promotion drove 4,000 purchases for the early May campaign.
Social Ads Give Oliver Stone Film $4M Bump
20th Century Fox used Facebook's premium video ads unit to push "Wall Street: Money Never Sleeps" in fall 2010. The film company, which has been trying to put butts in seats since 1935, orchestrated a tracking study around the ads that found 1.1 million Facebook users intended to watch the Oliver Stone film after seeing the rich media promos. 20th Century Fox goes on to suggest that the ads helped boost incremental sales by $4 million on opening weekend.
Targeted Ads Drive ADT.com Conversions
ADT recently targeted ads at new homebuyers, first-time moms, families, senior citizens, and consumers with shown interest in technology, among other Facebook segments. The home security systems brand says that the ads increased customer acquisitions at ADT.com by more than 100 percent compared to what it had previously seen.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
March 19, 2014