Facebook Brand Awareness Case Studies:
During the 2017 holiday season, the jewelry company Pandora wanted to boost brand awareness in the German market. They also wanted to see if video ads could have the same success as their other Facebook ad formats.
They began this experiment by working with Facebook to adapt a successful TV commercial for the platform. Here’s a look at the original commercial:
The ad was cut down to a 15-second clip which shows a woman receiving a Pandora necklace from her partner. It was also cropped into a square size for mobile users. Pandora then ran the ad targeting German audiences between the ages of 18-50. It appeared in newsfeeds and as an in-stream video ad.
Results: According to the case study, the video campaign lifted brand sentiment during the holiday season, with a 10-point lift in favorability. While Pandora or the case study didn’t disclose how they measured their favorability score, they note that the lift means that more consumers favored Pandora over other jewelers because of the ad.
Financially, the campaign also provided ROI with a 61% lift in purchases and a 42% increase in new buyers.
Video can be memorable, emotional, and persuasive. While the case study notes that Pandora always had success with ads and purchases, the jeweler saw that a video format could boost brand awareness even further.
In just 15 seconds, Pandora was able to tell a short story that their target audience could identify with while also showing off their product. The increase in favorability shows that audiences who saw the ad connected with it and preferred the jeweler over other companies because of the marketing technique.
Part of Pandora’s success might also be due to the video’s platform adaptation. Although they didn’t create a specific video for the Facebook platform, they picked a commercial that had already resonated with TV audiences and tweaked it to grab attention of fast-paced Facebook users. This is a good example of how a company can be resourceful with the content it already has while still catering to their online audiences.