- The client ran Facebook ads to promote their online platform advocating for mental health awareness and increase member registrations and content submissions. - Initial findings showed the client lacked branding guidelines and personality for their social media posts. Two interest audiences were created around social media usage and mental/emotional care. - The campaign used brand awareness, page likes, post engagement and website traffic ads targeting multiple Asian countries. Remarketing ads were added after collecting website visitor data. - Through optimizing ad targeting and placements, the campaign's click-through rate exceeded industry benchmarks and cost per click was significantly below average. Results showed the ads spent less and delivered more engagement over the course of the campaign.

1. Social Media
Case Study
Facebook Ads for a Hobbies & Leisure Campaign

2. Client Information
- The client is an online platform which allows its users to upload and share
user-generated content. The platform’s theme centers on its advocacy to spread
mental health care and awareness.
- The campaign aimed to:
- Grow its Facebook and Instagram page’s community
- Keep the social media channels active and the followers engaged
- Increase awareness on the platform’s advocacy
- Divert users to the website for increased member registrations and content
submissions
- Monthly budget was dynamic ranging from SGD 200.00 to SGD 300.00.

3. Initial Findings
- Client did not have previous experience running Facebook Ads.
- The existing posts on both FB and IG pages needed improvement in terms of
aesthetics and content.
- No branding guidelines for the graphics and no particular personality and voice for
the content was followed.
- The client’s existing approach and demands for the ads’ graphics and content had a
high tendency of violating FB’s advertising policies, specifically Personal Attribute,
since the theme of the platform deals with mental health and overall wellness.
- The team had to develop various approach on promoting the platform’s advocacy
without directly implying such conditions to the audience.

4. Campaign Setup:
Brand Persona and Vertical Themes
- A brand persona was created for the client. This is to establish a particular
personality trait with a set of attitudes and values to be able to connect to the
client’s target audience.
- The persona created was both encouraging and comforting with a friendly and
casual tonality and voice to address the advocacy of the platform.
- Specific vertical themes were also set to determine what kind of topics can be
created for the posts such as funny memes and humorous GIFs to cheer up the
followers as well as inspirational quotes and encouraging messages to comfort
them.

5. Campaign Setup: Audiences
- Two interest-based saved audiences were created to address the advocacy of the
campaign:
A. Heavy Social Media Users - targets users who are most likely to have the highest
daily Internet consumption. This was used more on the promotion of the posts
with a lighter and more vibrant approach such as funny memes and humorous
GIFs.
B. Mental & Emotional Care Audience - targets users who are most likely to be
experiencing mental illness. This was used more on the promotion of the posts
with a more serious approach such as the inspirational quotes and comforting
messages.

6. Campaign Strategy: Objectives
- Brand Awareness ads were promoted on the first quarter of the campaign. This
is to increase brand awareness and recall and therefore make the audience
more familiar with the platform.
- Page Likes ads were promoted alongside Brand Awareness to increase the no.
of page followers.
- Post Engagement were promoted starting on the 2nd month to boost the posts
and make them more likely to get reactions, comments, and shares.
- Website Traffic ads were promoted starting on the 4th month to divert users to
the website while encouraging them to create their own account and submit
their own content.

7. Campaign Strategy: Geo-targeting
- The campaign targeted multiple countries throughout an entire year of promotions. These
countries include:
- Singapore - Philippines - Vietnam - Japan
- Taiwan - Malaysia - Thailand - South Korea
- Hong Kong - Indonesia - Cambodia
- The first few months of promotions were concentrated on testing which countries can
produce more results at a lower cost. Those that have the least cost per result (CPR)
would have a higher budget allocation on the following months.
- Since the client prefers to still get followers with the aforementioned countries regardless
of CPR. Those that have high CPR but less results weren’t entirely removed but were
allocated with lesser budget on the latter months of promotion.

8. Campaign Strategy: Remarketing
- Facebook Pixel was installed on the client’s website to track website visitor
data. By the fifth month of promotions, a custom audience was created
composed of the users who previously visited the website for the past 90 days.
- Those who previously engaged with the FB and IG pages were also added to
the said custom audience.
- The remarketing audience was used for the campaigns starting the sixth
month. As a result the CTR rose from 1.34% to 4.79%.

9. Optimizations
- At the middle of each cycle, the delivery of the ad campaigns were assessed.
The demographics, regions, and placements with no results or those that have
very high CPR but low results were excluded from targeting.
- For Traffic campaign, starting on the third month of promotion, a cost cap has
been set to control ad spend while continuously letting the ads to deliver for
more results. Cost cap set would be the average CPR for the campaign for the
past 3 months.

10. Performance: CTR

11. Performance: CPC

12. Results Summary
- The campaign's clickthrough rate (CTR) never went down below 0.93% which is
the average CTR for Hobbies & Leisure campaigns on Facebook.
- The relatable brand voice and tonality, the careful planning of the vertical
themes and content, and the timely and engaging posts contributed to the
good results of the campaign.
- The CTR reached up to as high as 5.95% on February 2020.
- The trend was fluctuating because there were instances when an ad goes viral
and was able to get extremely high clicks, reactions, and shares.

13. Results Summary
- The campaign's cost per click (CPC) were consistently and significantly below
the average CPC of SGD 0.68 for Hobbies & Leisure campaigns on Facebook.
- This means that the ads were spending much less than the industry
benchmark.
- Optimising the ads by allowing them to deliver only to the best performing
placements, regions, age group, and time slot contributed to this.
- Carefully planning the budget allocations by putting more into the best
performing countries also contributed to this.