For the Czech and Slovak branch of the global cosmetics company Mary Kay we designed a campaign to increase the number of active fans on Facebook. The main objective of the campaign was to raise brand awareness among women in the age group 18 - 24 years, for which the company had prepared new products.
The campaign was rather extensive and involved hundreds of ads with different targeting and content. In a record time of just 14 days, it exceeded the initial estimated growth of fans set for whole month! The greatest efficiency occurred when ads appeared in the newsfeed on desktop computers, where the cost for a new fan was on average just 3 CZK.
New fans made more than 30,000 actions on the page, like browsing the photos on Facebook, click-throughs directly to the website, etc. As a result of these actions, the number of organic “likes“ grew tenfold compared to the state before the campaign.
|# new fans||8 000|
|Reach (# addressed women)||406 420|
|# clicks||14 000|
|Click-through rate (CTR)||0,41 %|
|Price for „like“||3,3 Kč|
Before the start of the campaign, we defined with the client the interests of the target groups and created a concept for addressing them on Facebook. For each target group, we have created a specific text with visuals; female Facebook users could see up to 800 different types of ads. To reach the maximum effectiveness of the campaign, we prepared three tabs that served as a so-called Fangate. Thanks to them we gained not only new fans of the brand, but we also informed them about free beauty advice and directed them straight to the websites MaryKay.cz MaryKay.sk for more detailed information. During the first month Mary Kay acquired more than 8,000 fans at a very low cost per fan: 3.30 CZK.
Visuals of commercials for Czech Republic Visuals of commercials for Czech Republic
Visuals of commercials for SR Visuals of commercials for SR
Visual ads on mobile phones Visual ads on mobile phones
Visuals of special bookmarks on Facebook Visuals of special bookmarks on Facebook