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Opdrachtgever, bureau/school en categorie

Titel:
How Toyota increased conversion rates with Score-Powered Facebook Audiences
Opdrachtgever:
Toyota NL
Bureau:
Havas
Datum eerste publicatie:
26/06/2015
url:
http://www.ignitionone.com/score-fbca
Categorie:
Innovation

Credits

Concept:
IgnitionOne & Toyota NL
Art Direction / Design:
Toyota NL
Copy / Redactie:
Toyota NL
Interaction Design:
Toyota NL
Technische realisatie:
IgnitionOne
Account:
Sander Heijmans (IgnitionOne)
Verantwoordelijk bij klant:
Menno Damsté


Afbeeldingen

Video



Case omschrijving: Innovation

Projectbeschrijving
Facebook Custom Audiences (FBCA) is a cross-device retargeting tool but relies 100% on a rules-based approach.
•Every visitor is targeted the same way
•A high risk of showing irrelevant ads, when a user visited multiple pages
On Toyota.nl, IgnitionOne used its real-time scoring & profiling algorithm to segment people into the right audience based on engagement scores. Results:
•80% uplift in campaign click-through rates (CTRs)
•95% uplift in conversion rates compared to traditional FBCA campaign
Voor/over product of dienst
IgnitionOne’s real-time algorithm considers clicks, scrolling and mouse behaviour, creating scores depending on where you are on the website. Aging curves reduce the score the longer the visitor is away.

Instead of putting the FBCA pixels directly on the pages of the Toyota website, IgnitionOne dynamically fires the Facebook pixel when a visitor reaches a predefined interest score. At the same time, the primary interest from the profile determines in which audience that visitor is segmented.
Doelgroep(en)
With the launch of FBCA, brands can leverage first-party anonymous and known data to retarget users within Facebook. In particular, Facebook’s website custom audiences are a proven cross-device remarketing tactic during the consideration phase.

The target audience for this campaign were highly engaged users on the Toyota website, with the objective to bring them back to the website and convert into a test drive request. By being more relevant for the user, by being more efficient for the brand