Facebook: Marketing That Connects #Facebook Ads

you
doing things on Facebook is very natural
we're not in the stores day-to-day
hearing what they're saying but now
Facebook almost takes it to another
level not only can we hear what they're
saying but we here at real time we
really get very raw reactions from our
customers whether it's good or bad and
we love that kind of feedback we pay
very special attention to our Facebook
community it is perhaps one of the most
immediate two forms of feedback that we
have we feel like this is a critical
component to engaging and fostering a
relationship with our consumers we find
these people incredibly valuable to us
they are not just our brand advocates
but they're also our evangelists
we have such a passionate authentic
genuine community that are really
engaged in what others are saying it
gives us this great opportunity to
understand our consumers and to engage
with our consumers in a two-way dialogue
there's a connection that all of these
fans have formed with each other around
Sephora and so there have been some
amazing things that have emerged as a
result of that community we at Mars were
incredibly happy and satisfied with the
launch of M&Ms; pretzel on Facebook and
it created tremendous buzz and chat
around how great the product was where
do I get it I can't think of too many
more efficient ways to do that Levi's
used the RSVP ad in order to really
drive the in-store traffic the reason we
used it is because we wanted to track
the viral nature of what was happening
there was a four times viral lift in
terms of what we were able to do with
our ad spend and then what results we
saw in foot traffic to the store
targeting has been really good for us
for a couple of reasons one is when
we're doing something regionally so if
we have actual your store opening in an
area we're able to target
demographically by where people live we
have certainly a target customer who is
a woman aged 25 to 45 and so we're able
to target that shopper we had an
integrated campaign centered on our core
concept of become a fan help a dog which
we communicated across a wide variety of
media
channels including advertising on
Facebook and through those efforts we
were able to actually grow our
connections from just fifty-five
thousand to over a million fans within
our Facebook page in less than six
months incredibly powerful campaign that
really reached a lot of consumers and
helped us to donate over a million bowls
of food to the shelter dogs in need I
think the numbers continued
month-over-month to amaze us both the
organic growth of our fan base and the
use of like on sephora.com and the
number of people that are engaging with
that and the sales that this is driving
we saw that for a minimal investment we
drove significant traffic which did
translate into sales into our stores the
reason we chose sort of take a mol file
approach to sampling with Facebook and
the M&Ms; pretzel launch was because of
the authenticity of each one tell one as
opposed to Mars always pushing the
product ourselves we think it's
incredibly powerful for consumers to
speak to each other as other forms of
marketing over time decline in terms of
their use rate and their open rate and
all of those other things we really look
to Facebook as a way to offset that
ability to communicate with our clients
and a way to reach out to them in a very
real very genuine fun exciting engaging
way we are building strong long-lasting
and authentic relationships with our
consumers so yes we continue to
advertise in other media but really this
relationship and this conversation that
we have started with our consumers will
continue for very long time it feeds us
it gives us information and allows us to
talk directly from most important
consumer