This Data-Driven Partnership Helped New Balance Get a 20% Lift in Facebook Ad Recall

SocialCode and Tongal team up

The test paid off for the sneaker brand.
Sources: New Balance, Facebook

Insights player SocialCode and independent creative network Tongal today are announcing a partnership they say will improve the workflow for social and video ad campaigns for their clients. The chief aim, according to the companies, is to eliminate the “black-box scenario” where creative shops design a campaign and hand it off to the media agency—and then the brand gets limited targeting and performance data.

New Balance tested their joint program in the fall, seeing a 20 percent lift in ad recall for a Facebook campaign that was part of a larger social initiative called #GreaterThantheWin. According to Tongal, its optimization tools helped the sneaker company generate ad content specifically for each user based on SocialCode’s data. (The effort preceded New Balance naming VML as agency of record.)

“The results we saw from the campaign have definitely influenced how we think about our content marketing strategy,” said Steven Ruhl, New Balance global brand marketing executive.

Jack Kloster, evp of business development at the crowdsourcing-minded Tongal, claimed his new SocialCode affiliation is fixing a fractured model where ad content and insights often remain separate thanks to a lack of a cohesive process between marketers’ creative and media agencies.

“Today, brands benefit from testing and iterating on creative over time, but too often performance data is so delayed getting back to the creative agency, that it’s too late to act on it,” he said. “That feedback loop is broken. It’s an industry problem that receives a lot of lip service but too little action and one we feel confident we are solving.”

With the joint program, Kloster’s company and SocialCode will be going up against several digital ads optimization offerings in the marketplace from names like SteelHouse, AdEspresso, JumpFly, Kissmetrics and, ultimately, various more cloud-computing players like Salesforce, Marketo, Adobe, IBM and Oracle. All such players look to convince brands they can best create and measure digital ad campaigns.

“Social data are changing the way brands go to market by delivering audience scale and real-time insight into what is working,” added SocialCode CEO Laura O’Shaughnessy. “This is the future of marketing in a digital world.”