How did natural diet company Beyond Diet fatten up after a Facebook advertising campaign focused on third-party partner categories data? Online advertising agency Quality Score and Adquant, a Facebook Preferred Marketing Developer, offered details on the successful effort.
Beyond Diet is a natural diet created by certified nutritionist Isabel De Los Rios, and Quality Score’s objectives for this campaign were to:
- Drive consumers to sign up for the Beyond Diet program.
- Increase sales of natural products on the Web store.
- Increase engagement with the free resources on the site.
Quality Score used Facebook’s partner categories to target the following groups:
- Consumers who purchased diet foods, low-fat foods, and organic foods.
- Consumers who are on controlled diets for health reasons.
- Consumers who have purchased diet books.
- Consumers who have joined diet clubs or organizations.
How did the campaign perform?
- Return on investment was 224 percent higher than similar campaigns that used Facebook’s standard ad-targeting options.
- The campaign’s cost per action was 36 percent lower.
- Conversion rates were 134 percent higher.
- Click-through rates were 176 percent higher.
Quality Score and Adquant concluded:
Facebook makes it very easy for advertisers to target potential customers by their demographic profiles and their likes and interests. Now, with partner categories, retailers can reach out to potential customers based on their consumer behavior. Big data that used to only be available to the largest of enterprise companies is now available to retailers of all sizes, which can and should expect premium results by leveraging big data.