Finding Elvis: Blending Location & Custom Audiences to Reach Elvis Fans
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This document discusses a campaign to target Elvis fans using location data and custom audiences on Facebook. The campaign aimed to promote a new album by driving sales and streams. It created a custom audience of nearly 13,000 mobile advertising IDs of people who visited Graceland and matched 88% of them on Facebook. The campaign reached 55% of its audience in one week with a CPM 35% higher but a CTR 20% lower than using an Elvis email list. The document suggests other examples of targeting concert-goers and record store customers and that working with Reveal Mobile was easy and helped solve problems.
Finding Elvis: Blending Location & Custom Audiences to Reach Elvis Fans
- 1. FINDING ELVIS Blending Location & Custom Audiences To Reach Elvis Fans
- 2. TODAY’S CASE STUDY 2 Michael Benedict Chief Revenue Officer Shara Ogg Client Lead
- 3. 3 • 15+ years • Boston, NYC, London • Music Industry Focus • Search, Display, Social • Geofencing
- 6. 6 CAMPAIGN DETAILS • Drive sales and streams of new album • Target audience = both Elvis and Lisa Marie fans
- 7. 7 CAMPAIGN DETAILS • ~13K Mobile Advertising IDs of Graceland visitors • Facebook Matched 88% for Custom Audience • Facebook Only / No Instagram or Twitter
- 8. 8 PERFORMANCE • Reached 55% of audience in one week • CPM cost – 35% higher due to highly targeted audience – 20% lower than Elvis email list targeting • 527 clicks | 1.7% LCTR | Ads shared 30 times • Value of highly targeted audience justifies campaign
- 9. 9 OTHER GEOTARGETING EXAMPLES • Concert Goers • Record Store Shoppers • College Campuses • Southern College Football Stadiums
- 10. 10 WORKING WITH REVEAL MOBILE • Easy process, on a quick timeline • Pricing matched campaign needs • Help with custom solutions to difficult problems
- 11. 11 FINAL THOUGHTS • Creativity with location-based marketing • Value of custom audiences • Take across mobile advertising ecosystem