OMMA Social NY 2013
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Transcript of OMMA Social NY 2013
A TALE OF 2 TEQUILASUsing Facebook Data For Better Ad Targeting And Killer Brand Strategies
WHO WE ARE
LoudDoor is a Facebook Insights Preferred Marketing Developer.
We specialize in market research.
OUR SOLUTION
We combine self-reported consumer insights with opt-in data from behind the Facebook wall to enable high confidence marketing decisions that drive superior results.
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A TALE OF 2 TEQUILAS
• 2 Very Different Tequila Brands
• Different Branding
• Different Suggested Consumption
• Different Audience
OUR SOLUTION
OUR SOLUTION
A TALE OF 2 TEQUILASHORNITOS TEQUILA
•Pure Temptation
•Consumed as a shot or on ice
•Premium, smart and sophisticated
OUR SOLUTION
A TALE OF 2 TEQUILASSAUZA TEQUILA
•Girls’ Night In
•Perfect for margaritas
•Party hosts, trying new recipes,
making margaritas at home
OUR SOLUTION
OUR SOLUTION
OUR SOLUTION
OUR SOLUTION
OUR SOLUTION
Hornitos Tequila Original Audience Past 3 Month's
Straight Tequila Consumption Rate
39%
ALL FANS
IDEALCUSTOMERS
OUR SOLUTION
Sauza Tequila Original Audience Past 3 Month's
Margarita Consumption Rate
24%
ALL FANS
IDEALCUSTOMERS
REACHING THE RIGHT AUDIENCE
Using the interest graph data layer.
OUR SOLUTION
OUR SOLUTION
INTEREST GRAPH CORRELATIONS
OUR SOLUTION
INTEREST GRAPH CORRELATIONS
OUR SOLUTION
Music
TV Shows
Hobbies
Using Interest Graph Data Correlations To Create Keyword Clusters
OUR SOLUTION
Why Custom Keyword Clusters Work
Music Cluster
Hobbies Cluster
TV Shows Cluster
Movies Cluster
LoudDoor Audience Past Month's Tequila Consumption Rate
84%IDEAL
CUSTOMERS
RESULTS OF THIS APPROACH
0 100,000 200,000 300,000 400,000
24,438 Fans (Original)255,769 Fans
Sauza Page Fan Growth
0 100,000 200,000 300,000 400,000
60,908 Fans (Original)346,908 Fans
Hornitos Page Fan Growth
80% Reduction in Cost Per Fan
HORNITOS TEQUILA
FAN MATCH
FAN MATCH
SEGMENTED SPONSORED STORIES
Straight Shot Consumers
Mixed Shot Consumers
Mixed Drink Consumers
FAN MATCH
FANS &FRIENDS
FAN MATCH
FAN MATCH
MargaritaConsumers
Make Margaritas
from Scratch
Price Shoppers
FAN MATCH
FANS &FRIENDS
SEGMENTED SPONSORED STORIES
SPONSORED STORIES
SPONSORED STORIES
RESULTS - BETTER TARGETED SPONSORED STORIES
453% Engagement Increase
404% Engagement Increase
STRATEGY
A SCALABLE STRATEGY WITH IMPLICATIONS FOR THE FUTURE
•Facebook’s Ad Platform Continues to Develop
‣ Custom Audiences
‣ Partner Categories
A SCALABLE STRATEGY WITH IMPLICATIONS FOR THE FUTURE
• LoudDoor’s Data Transcends Facebook Users’ Method of Facebook Consumption
‣Desktop Users
‣ Mobile Users
‣ Off-Facebook Sponsored Stories
STRATEGY