Social media marketing
Campaign Summary
Implemented a successful social media strategy for EVIE Bikes, resulting in significant audience growth, increased engagement, and effective advertising campaigns. Key achievements include expanding social media reach to over 973,000 people, cultivating a dedicated community, and generating strong click-through rates.
Key Results
• Expanded Reach:
Achieved a total social media reach of over 1 million (701k on Facebook, 352k on Instagram).
• Community Growth:
Built a combined following of 1,765 across Facebook (857) and Instagram (908).
• Paid Advertising:
Generated 37,954 clicks at a low $0.12 cost-per-click (CPC) through targeted campaigns on a $4,500+ budget, utilizing audience funnel strategies, A/B testing, and multilingual approaches, reaching 973,000+ people.
Strategy and Execution
• Content Creation:
Developed engaging content aligned with EVIE Bikes' brand aesthetics.
• Paid Advertising:
Implemented targeted social media ad campaigns using audience funnel strategies, A/B testing, and multilingual campaigns.
Key Skills and Achievements
• Content Creation:
Developed engaging content aligned with brand aesthetics.
• Community Management:
Cultivated a dedicated community through active engagement.
• Social Media Advertising:
Implemented targeted ad campaigns to maximise reach and engagement.
• Data Analysis:
Analysed social media metrics to optimise performance.
Challenges and Lessons Learned
• Resource Allocation:
Stakeholders prioritised YouTube promotional videos over Reels due to budget constraints.
• Adaptability:
Effectively navigated challenges in remote collaboration and image limitations.
• Metric Discrepancies:
Addressed inconsistencies in Facebook metrics.
Conclusion
This case study highlights the successful implementation of a social media strategy for EVIE Bikes. By effectively leveraging targeted content, community management, and advertising, EVIE Bikes has expanded its online presence, engaged its audience, and driven business growth.
Future Strategy
• Create engaging Reels content to align with current trends.
• Explore top-tier video productions to showcase high-quality products.
• Experiment with different image angles to capture EVIE Bikes' unique essence.
• Leverage influencer partnerships to reach new audiences and build credibility.
Final Execution and Strategy
1. Content Creation:
Developed engaging content aligned with EVIE Bikes' brand aesthetics, including moodboard idea proposals, captivating visuals, and captions.
2. Paid Advertising:
• Expanded Reach: Achieved a total social media reach of over 1 million (701k on Facebook, 352k on Instagram).
• Community Growth: Built a combined following of 1,765 across Facebook (857) and Instagram (908).
• Engagement: Drove 31,700 link clicks (30.5k on Facebook, 1.2k on Instagram).
• Paid Advertising Success: Generated 37,954 clicks at a low $0.12 cost-per-click (CPC) through targeted campaigns on a $4,500+ budget, utilizing audience funnel strategies, A/B testing, and multilingual approaches, reaching 973,000+ people.
Implemented targeted social media ad campaigns using audience funnel strategies, A/B testing, and multilingual campaigns.
(A) Targeting Strategies:
• Broad Audience: Targeted a wider European audience for brand awareness.
• Lookalike Audience: Targeted users similar to existing customers.
• Retargeting: Re-engaged interested users to drive conversions.
(B) A/B Testing:
• Compared normal ads and instant experience ads for different objectives (awareness, lookalike, lead generation).
• Identified instant experience ads as promising for driving traffic.
• Further testing is recommended to optimise performance.
A/B Test Summary:
Awareness - Normal Ad vs. Instant Experience AdNormal Ad:
• Single image: 9 visits, $1.72 ($0.19 per landing page view)
• Video: 175 visits, $ 14.15 ($0.08 per landing page view)
• Carousel: 2,553 visits, 182.62 ($0.07 per landing page view)Instant Experience Ad:
• Single image: 1,181 visits, $186.42Reason for Single Image Instant Experience Ad:
Previously successful performance prompted its use in this test.Conclusion:
Instant experience ads, even with a single image, show promise for driving traffic to landing pages. Further testing with different creatives is recommended.
A/B Test Summary:
Lookalike - Normal Ad vs. Instant Experience AdNormal Ad:
• Single image: 39 visits, $20.48, ($0.53 per landing page view)
• Video: 169 visits, $65.14, ($0.39 per landing page view)
• Carousel: 279 visits, $113.61, ($0.41 per landing page view)
Instant Experience Ad:
• Single image: 545 visits, $197.74, ($0.36 per landing page view)
Conclusion:
Instant experience ads, even with a single image, continued to show promise for driving traffic to landing pages in the lookalike audience segment. While the cost per landing page view is slightly higher than the video and carousel formats in this test, the overall performance suggests that further exploration of this ad type is warranted.
A/B Test Summary: Lead Gen - Normal Ad vs. Instant Experience Ad
Normal Ad:
• Single image: 36 FB leads, $141.31 ($3.93 per lead)
• Target audience: Users who have visited the websiteInstant Experience Ad:
• Single image: 28 FB leads, $143.02 ($5.11 per lead)
• Target audience: Users from 2-week wide audience and lookalike ads
Conclusion:
While the normal ad format generated more leads, the instant experience ad had a higher cost per lead. This could be due in part to the limited audience pool for the instant experience ad, as it was only targeted to users from the 2-week wide audience and lookalike ads.
Further analysis is needed to determine the overall effectiveness of each ad type. Factors such as lead quality, conversion rates, and customer lifetime value should be considered in addition to lead quantity.
(C) Multilingual Ads:
Expanded reach by creating ads in multiple European languages.
social media MARKETING
Final Execution and Strategy
1. Content Creation:
Developed engaging content aligned with EVIE Bikes' brand aesthetics, including moodboard idea proposals, captivating visuals, and captions.
2. Paid Advertising:
• Expanded Reach: Achieved a total social media reach of over 1 million (701k on Facebook, 352k on Instagram).
• Community Growth: Built a combined following of 1,765 across Facebook (857) and Instagram (908).
• Engagement: Drove 31,700 link clicks (30.5k on Facebook, 1.2k on Instagram).
• Paid Advertising Success: Generated 37,954 clicks at a low $0.12 cost-per-click (CPC) through targeted campaigns on a $4,500+ budget, utilizing audience funnel strategies, A/B testing, and multilingual approaches, reaching 973,000+ people.
Implemented targeted social media ad campaigns using audience funnel strategies, A/B testing, and multilingual campaigns.
(A) Targeting Strategies:
• Broad Audience: Targeted a wider European audience for brand awareness.
• Lookalike Audience: Targeted users similar to existing customers.
• Retargeting: Re-engaged interested users to drive conversions.
(B) A/B Testing:
• Compared normal ads and instant experience ads for different objectives (awareness, lookalike, lead generation).
• Identified instant experience ads as promising for driving traffic.
• Further testing is recommended to optimise performance.
A/B Test Summary:
Awareness - Normal Ad vs. Instant Experience AdNormal Ad:
• Single image: 9 visits, $1.72 ($0.19 per landing page view)
• Video: 175 visits, $ 14.15 ($0.08 per landing page view)
• Carousel: 2,553 visits, 182.62 ($0.07 per landing page view)Instant Experience Ad:
• Single image: 1,181 visits, $186.42Reason for Single Image Instant Experience Ad:
Previously successful performance prompted its use in this test.Conclusion:
Instant experience ads, even with a single image, show promise for driving traffic to landing pages. Further testing with different creatives is recommended.A/B Test Summary:
Lookalike - Normal Ad vs. Instant Experience AdNormal Ad:
• Single image: 39 visits, $20.48, ($0.53 per landing page view)
• Video: 169 visits, $65.14, ($0.39 per landing page view)
• Carousel: 279 visits, $113.61, ($0.41 per landing page view)
Instant Experience Ad:
• Single image: 545 visits, $197.74, ($0.36 per landing page view)
Conclusion:
Instant experience ads, even with a single image, continued to show promise for driving traffic to landing pages in the lookalike audience segment. While the cost per landing page view is slightly higher than the video and carousel formats in this test, the overall performance suggests that further exploration of this ad type is warranted.A/B Test Summary: Lead Gen - Normal Ad vs. Instant Experience Ad
Normal Ad:
• Single image: 36 FB leads, $141.31 ($3.93 per lead)
• Target audience: Users who have visited the websiteInstant Experience Ad:
• Single image: 28 FB leads, $143.02 ($5.11 per lead)
• Target audience: Users from 2-week wide audience and lookalike ads
Conclusion:
While the normal ad format generated more leads, the instant experience ad had a higher cost per lead. This could be due in part to the limited audience pool for the instant experience ad, as it was only targeted to users from the 2-week wide audience and lookalike ads.
Further analysis is needed to determine the overall effectiveness of each ad type. Factors such as lead quality, conversion rates, and customer lifetime value should be considered in addition to lead quantity.
(C) Multilingual Ads: Expanded reach by creating ads in multiple European languages.