The goal of this campaign was to bring brand exposure to Sleep Squares, a company that offers a chocolaty treat that acts as a sleep aid. To achieve our goal the following objectives were established:
1. Receive 2.7 million impressions from the campaign.
2. Target both an English and Spanish speaking audience.
3. Create native advertisements, including memes and articles for both audiences and promote them on our Facebook pages.
In order to reach our objective of providing brand awareness and impressions we created engaging native advertising articles and memes. Native advertising is very effective because it allows us to give our audience valuable content while receiving subtle hints of the product we are advertising. In order for native advertising to be effective we create content that is interesting, and informative. Then within these articles we mention the product and its benefits and include a call-to-action.
We decided that our main focus for this campaign would be on quizzes, since at the time quizzes were very popular on our website. We created two quizzes including: "How does your Zodiac sign affect your sleep?" and "What does your sleep position reveal about your personality?" Three articles were also created that were very informative on different aspects of sleep. The articles included: "The science behind why women need more sleep than men", "8 weird things people do before they go to sleep that actually work", and "Sleep is not a one ingredient solution: 4 essentials necessary for a good night's sleep." Finally, three memes were created using sleep-related quotes. These memes allowed us a venue to offer a free 14-day trial of the product. The memes included "People who sleep like a baby don't have one", "If you love someone, let them sleep" and "Night is the wonderful opportunity to take rest, to forgive, to smile, to get ready for all the battles that you have to fight tomorrow."
After the content was created we promoted it on our Facebook pages. Since we have over 22 million followers on our English and Spanish Facebook pages we felt this would help us achieve our goal of 2.7 million impressions from our campaign. We promoted Sleep Squares content from April 4th to May 2nd and included a variety of content including a quiz, articles, and memes. This content was linked to our website where they could read the content or take a quiz while receiving small hints of advertising.
With a goal of 2.7 million impressions we were able to deliver 42,343,447 impressions from the entire campaign, exceeding our goal by 37 million. Our most successful content was the quiz "What does your sleep position reveal about your personality?", which had 354,702 views and 7,843 shares in English and 837,591 views and 14,376 shares in Spanish. The other articles that we wrote had 278,210 English page views, 459,989 page views in Spanish. Through banner ads, in-text links, Facebook retargeting, and Rakuten retargeting, we delivered over 49,000 clicks to the Sleep Square's landing page.
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