Premium ads allow users to interact with your ad, such as: liking your Page, responding to a poll, RSVP’ing to your event or requesting a product sample. All these social actions can be done without having users leave Facebook.
Running two separate Video Comment Premium Ads during a six-month long campaign on Facebook, Adidas featured the Originals Star Wars collection and The Originals Women’s video ad. During the course of the campaign, between January and June of 2010:
· 3.9 million people had connected to the Adidas Originals Facebook Page, as of early of September
· 228,928 users linked to the Adidas Originals Facebook Page by “liking it”
· 722,000 direct engagements was generated on the Adidas Originals video ads
Video Comment Premium Ads is only one example of the five premium ads available on Facebook. Let’s take a look at how Adidas executed their creative premium ad campaign and how it works!
Seeking to establish an identity and engage with its youthful consumer base, the company wanted to increase the number of people to their Facebook Page, create brand loyalty and interact with them about new products and other relevant topics. Using Facebook’s Ad Targeting Likes & Interest, Adidas also targeted people who listed Star Wars, science fiction, fashion, Lady Gaga and other keywords in their Likes & Interests section of their profiles.
What really creates that desired viral buzz is that once a user has interacted with the ad, information about this interaction is displayed directly on the ad. These types of actions within the ad generate organic stories on friends’ home pages. According to a Nielsen study, when users see a friend’s name associated with an ad, there is a 68% jump in ad recall and a 2x increase in message awareness.
Here are some tips to think about when creating an effective premium ad:
Be clear about strong call to actions
Have an intriguing image that provokes engagement
Interact with users by asking them questions, but avoid niche questions
So get creative, drive users to your website and stores and take advantage of the ever changing Facebook Advertising! Need help getting started? Give us a call! We are your social media wizards and are here to help!
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A two hour social media/online marketing workshop that addresses your individual questions. Come with a list of items you want to discuss and receive recommendations regarding areas of your web marketing that need improvement. You’ll leave with tips on how to do things better, faster and with more results.