MANILA – Facebook for Business has featured a campaign done by iProspect Philippines and Wunderman Manila for Microsoft Lumia as a marketing success story on the social media platform.
Microsoft wanted to persuade Filipinos still using a feature phone to switch to the Lumia 435 Dual SIM, positioned as an affordable, entry-level smartphone. The company wanted to see a measurable lift in ad recall, product recommendation and purchase intent.
With its agency partners, Microsoft turned to News Feed to drive awareness via target blocking, which guarantees advertisers maximum reach to a target audience over 3 days. In this case, Microsoft’s target audience was Filipino feature phone users aged 16–49, people who use a Windows phone and people categorized as “Late Technology Adopters”.
Link ads to drive Filipinos to its website and photo ads to showcase the product’s key benefits were then used to sustain interest. Capping it off are targeted Facebook Ads that aimed to convince Filipinos to trade their feature phones in for a Lumia 435 Dual Sim.
Microsoft used a Nielsen Brand Effect study to measure the impact of the campaign, and in one month (March 9–April 9, 2015), it achieved these results:
- 10.2 million people reached (at a frequency of 3.7 times per person)
- 5.46% click-through rate
- 12-point lift in ad recall among people over 25 years old
- 16-point lift in product recommendation among 16 to 18-year-olds
- 6-point lift in purchase intent
“Facebook helped us reach our target audience with precision. This razor-sharp approach really helped us maximize our marketing budget and see results quickly. We achieved above-average engagement rates, and sales of our Lumia smartphones increased each week,” said Milette Rosal, Head of Marketing, Microsoft Mobile Devices.
