Media brief :

• A channel which performed the best at the beginning of app campaign. Had been used more as a test bed channel for new creative and targeting option in the later phrase of mass marketing

Main Agenda :

• Maintaing volume and CPI
• Aiding Organic markeitng promotions

Strategy execution and result :

• Micro-Targeting
  • Strategy :
    • Target most sophisticated and delicate user segments through Facebook's own user personal information database
  • Goal :
    • Maximize volume/CPI efficiency by targeting user segment under each creative/campaign concept
  • Action : Test conducted on following campaign setting elements via AB testing and constant setting adjustment to find optimal campaign setting -
    • Basic targeting : Interest base targeting - users who likes K-pop related keywords (e.g. BTS, Kpop, JYP Ent, Soompi), 13-35, Female
    • Hyper segment : Look-a-like audience out of most loyal user persona through internal user analysis with best converting creative&ad-placement
    • Facebook Look-a-like audience : BTS followers / App engaged users in last x days / D+1~7 Retention users ⇒ extract LAL 1%,3%,5%,10% out of these user bases
  • Result : Following insights were found and applied to the campaigns -
    • Basic Tageting : Interest base targeting was proven to be most efficient for long-run campaign (Look-a-Like targeting lacks efficiency quickly)
    • Hyper segment :
      Following conditions were verified to be most promising setting
    • 3 all-time best converting creatives
    • 15 top states where retention rate was great (in theU.S. marketing)
    • Manually select Instagram and audience network as ad-placement
    • Cost cap $2.5
    • Look-a-like audience Targeting: LAL 3% user group showed best volume/CPI balance