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Targeted advertising for Internet TV service Lanet.TV

How to decrease the price for lead during Christmas holidays

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Input data

Client: Internet TV service Lanet.TV.

Duration of work: 1 week.

Team: project manager, SMM specialist, targeting specialists, designers.

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.

Goal: to reduce the cost per lead for the Internet TV service Lanet.TV during the New Year holidays and increase the overall effectiveness of advertising campaigns.

Tasks

Reduce the cost per lead during a period of high demand for advertising.

Increase audience engagement with ads.

Increase the number of applications through lead forms.

Test the effectiveness of situational content in advertising campaigns.

List of works

A concept of situational content for the holiday period was developed.

The theme of St. Nicholas Day was chosen as the main creative tool for attracting the audience.

Advertisements and lead forms were created in the format of a holiday letter to St. Nicholas.

Creatives were adapted to the emotional and holiday context to increase engagement.

An advertising campaign with a situational approach was launched and tested.

A comparative analysis was conducted with a similar campaign without situational content.

Results

The use of situational content during the holiday period significantly increased the effectiveness of the advertising campaign and the number of applications compared to standard creatives. The campaign with an emotional holiday message showed significantly better audience engagement and conversion.

In 1 week, the campaign with the theme of St. Nicholas generated 464 applications and 75 promo code activations. For comparison: a similar campaign without situational content received 126 applications and 20 activations during the same period.

The number of applications in the situational campaign was 3.7 times higher.

The number of promo code activations increased by 3.75 times.

Results

The number of applications in the situational campaign was 3.7 times higher.

The number of promo code activations increased by 3.75 times.

Conclusions

Situational content has proven its effectiveness as a tool for reducing the cost of a lead during periods of high advertising competition. Using emotionally relevant topics can significantly increase audience engagement and increase the number of applications, even if the cost of advertising on Facebook increases. At the same time, it is important to consider the risk of increasing the number of low-quality leads and address this by adding qualification elements to lead forms. To minimize low-quality leads, we recommend adding fields that the user must fill in manually, as this allows you to filter out less interested audiences and improve the quality of the lead database.

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