Insights & news

Speedy Brand Lift

OBJECTIVE

Speedy has been one of the leading companies in a door to door parcel delivery for the last 20 years in Bulgaria. They have recently launched “Smart control” that gives clients complete parcel information and control over the delivery free of charge. Smart control can answer simple questions such as “Where is my parcel?” and “What is happening to my parcel?”. Speedy’s main goal for this campaign was to educate on this new feature and to increase its usage.

HOW

They were looking to:

  • educate potential customers
  • motivate them to start using it.

Brand lift study splits an audience into 2 groups on Facebook: exposed and control groups.

This feature allows advertisers to determine how much exposure to the ads affect a significant brand lift. Smart control can be used on mobile devices which is the primary placement of the campaign device targeting. Speedy used video ads with the Reach and FRQ buying Model (Reach Objective) applied to raise awareness, targeting users in the age group of 25 to 55, showing the key message no more than 2 times every 7 days.

CLIENT FEEDBACK

Facebook brand lift study provided us with a much deeper understanding of brand perception and gave us fundamental insight into the client’s new service usability within the target audience.

Eftim Ansarov
Managing Partner & Digital Strategist
Accella Digital

We highly appreciate the possibility to receive an organic and “non-slated” feedback on our “hot” service through the social network. It is a perfect Facebook possibility for everyone who creates services based on user experience.

Ivan Totev
Marketing & Development director
Speedy JSC

OBJECTIVE

Rexona – famous Unilever’s antiperspirant wanted to reach the young audience and their parents to encourage teenagers’ personal hygiene during their puberty. To do so, Rexona picked Brainly’s recently introduced advertising format called special subject, aiming to increase brand recognition and awareness among teens and their parents.

HOW

In coopreation with Httpool the brand created 2 mechanics: a landing page and a new subject called “Personal Care” on Brainly. On the site with the subject “Personal care”, Rexona shared a few questions for users to answer and win special branded badges. Rexona used standard banners on Brainly to drive visits to the “Personal care” site.

In addition, the brand created an entire educational website to help teens on some topics that might be embarrassing to ask. This website consisted on some historical facts on personal care and some information about the brand’s history. Also, it has a series of advice for parents on how to communicate with their children during puberty. After visiting the education website, users could take an exam and compete for the main prize.

STRATEGY

Brainly’s audience which is mainly teens (age 11-16) and their parents was 100% aligned with the brand’s target audience. The combination of the familiar mechanics and the adaptability of the brand materials had high engagement on the project. Campaign delivery was record-breaking and over-achieved the campaign goals.

Insights & news

MCD Burger Election

OBJECTIVE

World’s famous fast-food chain McDonald’s wanted to find out Malaysian audience’s favorite product and share their thoughts. To add an extra excitement @McDMalaysia introduced MCD Burger Election Campaign.

HOW

The Campaign was executed in a very unique way, The Campaign was executed in a very unique way. The first time ever conversational card format was applied as “Twitter First View” ads. It was also the first time for a brand to run First view ad format in combination with promoted trends.
“THE ENGAGEMENT RATES WERE RECORD-BREAKINGIN COMPARISON WITH BOTH INDUSTRY AND PLATFORM BENCHMARKS.”

OBJECTIVE

Every year on 3rd of September social media users get engaged in traditional discussion with the song by Mikhail Zakharovich Shufutinsky, “The 3rd of September” which was a popular song some time ago. Russia’s leading mobile and desktop food delivery platform “Delivery Club”, wanted to tap into this opportunity and engage users during the 3rd of September. Their main objective was to get the largest reach of the audience on Twitter, and convert a large number of orders using promo code RYABINA.

HOW

By combining situational marketing and the right audience, the brand got a wide coverage on Twitter. Delivery Club uses First View + Promoted Trend ad formats to reach all Twitter users in one day. Using the best Twitter practices, the brand in cooperation with Httpool managed to get great results. During the one day of Campaign, the brand got 3400 mention of the hashtag (#3сентября ), along with 2.4% CTR of the single tweet. More than 2000 orders were done by users with a promo code #RUABINA.

With an established style and quality, Corso Italia is a leading fashion brand in Bulgaria. Offering a wide range of fashion pieces from clothing to footwear, Corso Italia guarantees the quality of being true Italian. To celebrate the aesthetics of Italian design and materials, they launched a unique new fashion line called “Prive”. The main objective of the campaign was to drive sales and awareness towards the new “Prive” fashion line.

HOW

Httpool applied its extensive e-commerce and facebook ads know-how to maximize budget optimization and conversion rate. In order to improve return on ad-spend, Facebook conversion and budget optimization were applied. It was the first time for Corso Italia to run

conversion optimization. Compared to ad campaigns with traffic and engagement objectives, fashion brands who apply conversion objective with budget optimization, usually, achieve around a 30% higher return on ad-spend.

STRATEGY

While the female audience was targeted to attract first-time customers, core and custom audience targeting was used to maximize returning customers and upscale.

CLIENT FEEDBACK
“We are very satisfied with the proven results based on Httpool guidance. We would like to explore other Facebook tools and performance tactics for achieving better results.”

Corso Italia

OBJECTIVE

Bluesun Hotels & Resorts is a Croatian hotel chain with 19 properties located in the immediate vicinity of the sea across the most beautiful Croatian beaches and national parks. They are mostly focused on family tourism and offer plenty of family related activities. Their business is highly seasonal and focuses on summer vacations and spring breaks. In order to drive direct bookings, Bluesun Hotels & Resorts wanted to simplify the way of acquiring guest information to customized their offer. They wanted an easy and interactive solution to create a better customer experience. The main objective of the campaign was to increase the number of bookings via chatbots, while providing custom solutions and optimizing agent interaction time per booking.

“TRIPPLED CALL CENTER RESOURCES”

HOW

First step: Bluesun Hotels & Resorts used travel consideration ads with people interested in traveling to Croatia to drive traffic to their website. After segmenting the audience to target their typical bookers (families and couples) they started their brand consideration campaign.

Second step: Following this campaign, Bluesun Hotels & Resorts used Facebook remarketing campaign to engage visitors with Messenger ads that led to chatbot. They focused on visitors who started their booking but did not complete it, or visited the contact form but did not submit it, or showed interest in specific hotel. They acted fast and served Messenger Ads up to 3 days after a website visit.

Third step: Bluesun Hotels & Resorts, together with Httpool Croatia decided to create a chatbot and drive traffic to it with Facebook Messenger ads. After the customer clicked on the “Send message” call to action button, a chatbot led them to the purchase funnel by asking the right questions based on their previous answers. As a result, they got qualified leads for the call center to finalize the booking. Bluesun Hotels & Resorts used lead nurturing and marketing automation to help get better results.

RESULTS

Bluesun Hotels & Resorts saw a 17X return on ad spent after they implemented Facebook remarketing campaigns. The ease of booking through chatbot enabled an exceptional customer experience and lowered the price per lead by 300 %.

CLIENT FEEDBACK

“Chatbot in Facebook Messenger proved to be the most efficient source of qualified leads for our hotels. We needed to triple the size of our call center since beginning of this campaign to respond to all the leads despite of chatbot helping us to reduce the time needed to get information from our guests and having the agent helping during the final stage of their booking”

Krešimir Drvar
Digital Marketing Manager