iD Mobile Beats Awareness Goals with Facebook Ads in First Ever Brand Campaign
To launch iD Mobile as a mobile virtual network operator (MVNO), Adaptly and media agency Blue449 developed a mobile-first Facebook strategy aimed at driving awareness of the brand’s offering by celebrating its key message of individuality. The main objective was to drive maximum awareness amongst iD Mobile’s core audience. The #DoYourOwnThing campaign was created to launch the iD Mobile brand into the consciousness of young British consumers, finding a balance between creatively disrupting the native look and feel of Facebook whilst positioning the brand message and ethos of control, flexibility, and ease.
Through extensive research, Blue 449 and iD Mobile uncovered the main causes of mobile contract frustration and used Adaptly’s technology and expertise to identify an appropriate target audience on Facebook, based on these findings. The team then worked to produce a strategy that utilised a series of documentary-style video and photo ads to scale large reach, frequency, video views, and engagement across the campaign.
Over the course of the period, the ads reached a total of 8.9 million people, representing 134% of the original estimate. Within the first week alone, the campaign achieved 46% of the eventual total reach, largely due to a strategically front-weighted budget. Overall, the campaign delivered 21.9 million video views, surpassing view targets by 114% at an average frequency of 7.6 unique impressions per user, firmly planting iD Mobile in the minds of their audience.