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Scotiabank Facebook Ad Case Study

Scotiabank Facebook Ad Case Study

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Published by: Social Fresh on Jun 18, 2012
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Advertising Case Study
Scotiabank
Background
Scotiabank is a Canadian bank that oers a ull rangeo retail, commercial, corporate and investmentbanking services. The bank has over 18 millioncustomers in 50 countries around the world. PHDCanada is the Canadian division o a media andcommunications agency with over 59 ofces and 2000sta globally.
Objective
Scotiabank decided to become active on Facebookto engage with consumers, to share insight andinormation, and, ultimately, increase brandawareness. The company wanted its ScotiabankFacebook Page to look beyond providing corporateinormation or a customer support page. It waslooking to oer Canadians a way to share ideas abouttheir fnancial situation. The perect opportunityarose when the bank partnered with Canadianfnancial broadcaster and journalist Valerie Pringleor a nationwide series o town hall discussionsabout saving and personal fnances. Valerie’s cross-country tour was a chance or Scotiabank to buildits presence on Facebook with an exciting, engagingcampaign. The company’s specifc objectives orits Facebook activities were to raise awareness oScotiabank, build a an base, and engage with thoseans in a valuable way.
Facebook Executive Summary
Client:
 
Agency:
Objective:
Raise awareness o Scotiabank, build aan base or the bank and engage withthose ans in a valuable way
Solution:
Marketing campaign centered on aninormative content program eaturing alive seminar streamed on the company’sFacebook Page and promoted withFacebook Ads
Key Lessons:
•FacebookPagesandAdscanhelp
 ampliy ofine marketing activitiesand extend their reach
•Adscanalsocontributetothe
 success o online ‘events’ andencourage viewership. Reach Blocksare especially eective in raisingmass awareness o brand events
Paul Regan, Director of Media, Innovation and Strategy, Scotiabank 
“This was not just a Facebook campaign for us. It’sthe way that we are engaging with our audience now.Facebook changed the way that we do business.” 
 
Advertising Case Study
a Reach Block, a media buy on Facebook HomePages and other premium locations that guaranteesa marketer will reach 100 percent o its targetaudience over a 24-hour period. The ads encouragedpeople to RSVP or the live-stream discussiondirectly through the ad. Scotiabank looked athosting the live event on other Web platorms butcame back to Facebook, because it wanted to ensurethat the content remained accessible and activeor the Scotiabank online community and was notisolated on a micro-site. “We had all o that equitythat we had built up in the an base,” says DarylStansfeld, Digital Account Director at PHD Canada.“Streaming was a great way to leverage thataudience and continue to grow it.”
Results
•Over4,500peopleRSVP-edtotheonlineseminar
 through the Event Ad run with a Reach Block.“It ar surpassed what we thought the responserate was going to be,” Daryl says
•
Approximately 5,000 people signed on to viewthe live stream event on February 1, 2011. Atone point, there were over 5,500 peoplewatching at one time, suggesting a viral spread.The bank’s goal was 500 viewers—it achievedover 10 times that
•Over30millionpeoplesawtheScotiabank
 Facebook Ads
•WhenScotiabankbeganitsadvertising
 
campaign,ithadafanbaseof300people.Five
 months ater the campaign launched, over 10,000people had liked the Scotiabank Facebook Page
•Scotiabankhasseenincreasedlevelsof
 engagement with its Facebook Page, withhundreds o ans participating in discussions,posting comments and accessing video content.“We have a sustained audience that is spendingtime with the brand. That’s what we wanted andthat’s what we achieved,” Paul explains
Approach
Scotiabank’s “Let the Saving Begin” campaign hadseveral components, many o which ed back to itsFacebook Page and were promoted with FacebookAds. There was a series o town hall discussions withValerie and related content that were shared on theScotiabank Page. The highlight o the program was alive stream event by Valerie on saving or retirement,which was streamed live on the Scotiabank Page.“The frst hal o the campaign was about ampliyingwhat was happening in the physical space duringValerie’s tour around the country,” says Paul Regan,Director o Media, Innovation and Strategy atScotiabank. “The second hal was about makingsomething happen in our online space or ourcommunity. Why couldn’t the next stop on the tourbe Facebook?” Media and communications agencyPHD Canada managed the campaign and MightyDigital developed the ad creative.A Facebook Ad campaign began running in August2010 and helped build each o the program strands.Premium Like Ads pulled people to the brand,while Event Ads drew audiences or the roundtablediscussions in cities around the country. Themajority o the ads used Facebook Targeting to reachboth men and women most likely to be interestedin the content throughout Canada. Scotiabank alsoran geo-targeted ads to attract audiences or ValeriePringle tour stops in specifc cities.In order to build a strong audience or the livestream event on February 1, 2011, Scotiabank used

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