ICYMI: Social Advertising Tips for CPG Brands, Cross-Platform Activation Event, Jack in the Box Success Story
This week: Adaptly’s tips on how advertisers can reach millennials and moms, whitepaper to help CPG brands navigate the social advertising landscape, details on a cross-platform marketing event, Facebook success story for client Jack in the Box.
Millennials and moms are among the primary shoppers for consumer packaged goods (CPG) in the US. Since both of these demographics are tech savvy (yes, even moms!), 76% of CPG shopping trips begin online. CPG brands are beginning to rely on social media to reach both groups while they shop and research products online and on mobile. For reference, moms drive 70-80% of all consumer purchasing and check Facebook over 10 times a day.
U.S. consumer packaged goods and consumer products advertisers will spend over $5.97 billion on digital marketing in 2016, an 18.2% increase from last year. With 60% of digital spend being focused on mobile devices, where most social media consumption occurs, digital spend is increasingly dedicated to social advertising. More than three-quarters of CPG shopping trips start online, so these brands are relying on social media platforms to reach consumers throughout the purchase funnel. To simplify the complex world of social advertising for CPG brands, Adaptly has produced a social strategy guide available for download.
Next Thursday, December 8th, Adaptly CEO Nikhil Sethi will participate in a fireside chat with Simulmedia as a part of their 2016 Salon Series to discuss cross-platform activation. Marketers can achieve a 57% increase in ad effectiveness with a cohesive marketing strategy across TV and social, but many lack the tools and understanding to connect these two channels. In Part I of the Salon, Facebook will present on cross-platform planning, and in Part II Nik will share insights and best practices around cross-platform activation to help marketers close the loop between TV and social. RSVP now to attend the session.
Adaptly client Jack in the Box leveraged beta access to Facebook Canvas Ads to promote the release of its new Double Jack burger. The campaign aimed to drive website and in-store traffic through a 60-second video ad and two calls-to-action: upload a photo of yourself next to brand mascot Jack Box and find a location near you. The burger chain saw a 44% lift in purchase intent for the Double Jack burger and a 200% lift in site traffic. Download the full case study for more insights into Facebook’s Canvas ad format.