Case: targeted advertising
for Internet TV service Lanet.TV
How to decrease the price for lead during Christmas holidays
Problem
Before New Year, Facebook auctions are traditionally overflowing with bids from many customers, which leads to a significant increase in advertising costs. Therefore, the targeting specialist is faced with the task of further encouraging the audience to contact with advertising messages.
Task: decrease the price for lead during Christmas holidays
Approach
One of the encouragement methods is the use of situational content that is dedicated to a particular holiday or significant event. For advertising, we used the theme of St. Nicholas Day.
Our actions
Both the advertisement and lead form were designed as an offer to write a holiday letter, because writing a letter to St. Nicholas is a wonderful tradition which like both children and adults.
Conclusions
As you can see from the comparison table, the main problem of situational content is the large number of «garbage» leads and failures, but the price for lead is much lower, so we consider that the effectiveness of this method is proven.
To reduce the amount of «garbage» leads, we recommend adding questions to the form that should be filled in manually. However, this may cause some increase in the price of lead.
