LONDON--(EON: Enhanced Online News)--The prestigious international Shorty Awards, which recognise individuals and organisations producing outstanding content across social media, are presenting their ninth annual Awards at a ceremony in New York on April 23.
Ahead of this event, select winners in the brands and organisations categories were revealed, and agency:2 have won Best use of Facebook with their Thomas & Friends: The Great Race Cinema Launch.
It’s a fitting reward as agency:2 set out to demonstrate that Facebook is a highly scaleable and cost-effective sales channel. agency:2’s agile and innovative approach was fuelled by their bespoke social ad targeting technology 'Social Insight Engine'. This technology propelled them to the 22nd fastest growing tech start-up in the 2016 Deloitte UK Fast 50 Technology Awards.
The campaign aligns with the popular Thomas & Friends UK Facebook page as a vehicle for driving cinema sales.
Precise and optimised hyper-targeting approaches were deployed along with extensive audience insights to connect with the emotional side of Thomas & Friends’ fans to increase success of advertising.
For the launch, agency:2 promoted a highly engaging trailer on the Facebook page and used website click ads to re-target the audience that watched at least 75% of the video. This ensured high levels of interest were already in place.
Guided by their Social Insight Engine, agency:2 produced engaging copy and optimised creative assets for 10 pieces of paid social content: 6 website click ads, 1 promoted video and 3 promoted posts.
Using a combination of content and audience targeting, agency:2 outperformed competition with exceptional results for awareness, engagement, and conversion rates.
agency:2’s campaign delivered:
- Over 6.8m impressions, resulting in more than 89,000 engagement actions, 488,000 video views and over 25,000 website clicks.
- More than 3,200 page likes as a result of their paid media posts and ads and over 2,300 user comments that reinforced the enthusiasm for the film.
- A highly positive impact on website traffic, with over 50% of users clicking the 'Book Now' button on the client's website.
agency:2 delivered a significant ROI of £12 for every £1 invested by their client and generated significant learnings which fuel new projects with Showcase Cinemas.