The Ingenium Academy worked with Curated Digital to increase brochure downloads and ad engagement for their summer music programme. Curated Digital discuss the project
The Challenge
We were tasked with increasing brochure downloads and traffic on The Ingenium Academy’s website, using Facebook website click ads that would influence more children to sign up for their summer music programme. Identifying as many relevant audiences as possible and targeting them with messaging tailored to their needs and expectations would boost brand awareness and attract attention from as wide an audience as possible. Success would be measured through ad engagement and brochure downloads.
The Strategy
We wanted to target as many bases as possible so that anyone who might be interested would see the ads and hopefully convert.
Audience testing was extremely important to us, so we created three different audiences for the ads. The most obvious target audience was children. We were able to set an age range and target specific interests which were aligned with those that the ads would pique, for example children who indicated a musical disposition or liked a particular instrument.
We knew that our key audience was 14 to 18-year old children, but we also focused on other targeting options that were available. As well as the children, we targeted their parents and even their music teachers in the hope of sparking interest across a spectrum of audiences. The budget would be split evenly between all the ads.
Getting the copy right across our three targeting options was absolutely essential to this campaign’s success as we needed to appeal to vastly different audiences and speak to them in language they would engage with. When targeting 14 to 18-year olds, for instance, the ad copy would read: ‘Do you play the Cello? Spend the summer with us, meet new friends and learn from experts!’ However, if aimed at teachers, the copy would read: ‘Do you know a young Bassoon player? We want to hear from you!’
We pushed out 23 adverts in total across different categories such as ‘cello’ and ‘bassoon’ etc. These were targeted at the children, their parents and their music teachers.
We ran the campaign for three weeks and saw terrific engagement across the ads. At the end of this period, we gathered the results of the campaign. We chose the top six overall highest performing categories, optimised them, and pushed them out for a further week.
We were very aware of ad exhaustion, so it was important for us to be aware of any downtrends after the first few days. We noticed that Ingenium fans were very loyal, which brought on a natural, welcome spike in post ‘Likes’ throughout the campaigns; however, this changed as the campaigns ran their course.
Initially, we began with much higher post ‘Likes’ which typically resembles lower user engagement (simply clicking ‘Like’ is a low-engagement activity). But, after 13 days, we saw page ‘Likes’ overtake post ‘Likes’: we concluded that the impressions gained from the advert increased brand awareness and, as users became more familiar with the Ingenium brand, they were then more inclined to click through to the Ingenium Facebook page and explore the content. They evidently liked what they saw, and ‘Liked’ the page in general.
The Results
Overall we had excellent results with the Ingenium ad engagements. An average engagement-per-view of 14 per cent is fantastic when we consider that individuals can view the ad multiple times. We also had an engagement-per-reach of 22 per cent which is very strong. Thirteen per cent of our engagements were post ‘Likes’, which is a good indicator of strong audience engagement.
We saw an increase of 158 per cent in page ‘Likes’ as a result of the campaigns.
As mentioned, our initial KPI was brochure downloads. What we discovered was that there were few brochure downloads from paid Facebook directly, but there was a definite lift in brochure downloads that had come from organic traffic. This means that not only did we generate downloads directly through Facebook ads, but we also saw downloads from organic traffic which had initially been assisted by Facebook paid traffic.
This was a great example of brand awareness: people saw our ads, went away, remembered both the ad and the name, and then went to the website directly to download a brochure. There was a clear lift in volume, and checking in analytics confirmed that there was a strong correlation between users who clicked a Facebook paid ad, and then came back through organic traffic and downloaded a brochure. We assume that this is due to Facebook users being made aware of the brand initially on Facebook, and returning to the site through direct organic searches.