INCREASED NUMBER OF FOLLOWERS

AN ESTABLISHED SERVICE BUSINESS

RATIONALE

Client wanted more followers as a ready audience for their marketing.

STRATEGY AND ACTIVITIES

  1. Researched audiences and selected likely customers.

  2. Created a variety of visuals related to client's services.

  3. Ran the ads, adjusted audiences and visuals as usual (see above!).

OUTCOMES

  1. Increased number of followers.

  2. However, cost per follower was high. Audience criteria included high liquid assets and high home value, with interest in the items they worked on, so we expected relatively high cost per follower. But it was higher than we expected and higher than client wanted to pay.

  3. We discovered the visual style people responded to best.

ADDITIONAL BENEFITS

Based on what was learned, client was able to continue the campaign in a different direction, targeting all incomes and a broader range of interests. They achieved more followers at a price they liked, and now generate more activity on social media. It's not clear whether the new followers are likely buyers, but client feels good about lots of activity.