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Shane Company Facebook Ad Case Study

Shane Company Facebook Ad Case Study

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Published by: Social Fresh Conference on Jun 18, 2012
Copyright:Attribution Non-commercial

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05/13/2014

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Advertising Case Study
Rordan Shane, Executive Vice President, Shane Company 
Shane Company
Background
Shane Company is the largest amily-owned jeweler inNorth America. It was ounded in 1971 and specializesin engagement and wedding rings. Based in Englewood,Colorado, the company has 20 stores in 14 majormetropolitan areas o the United States.
Objective
Shane Company has been a heavy radio and traditionalmedia advertiser. Its radio campaign, eaturing thevoice o ounder Tom Shane, is the longest-runningradio ad campaign in the medium’s history. However,2 ½ years ago, in order to become more current andto more eectively reach its target audience o 18- to34-year-olds in relationships, Shane Company decidedto try something new. It created a Facebook Page, theree public profle that enables companies to sharetheir business and products with Facebook users on anongoing basis. “We wanted to get a better reach andbecome more relevant,” says Shane Company ExecutiveVice President Rordan Shane.
Approach
Shane Company began its Facebook Ads campaignin February 2010 with two Premium Poll Ads, ads thatengage users by asking them questions or getting themto vote on topics. Shane’s ads asked users to nominatetheir avorite diamond shapes and to vote or their avoriteo three possible marriage proposal scenarios.
Facebook Executive Summary
Client:
 
Objective:
 To make the jewelry retailermore relevant to its audience
Solution:
Launching ‘poll’ ads toencourage discussion and eedback
Key Lessons:
•FacebookenabledShane
Company to reach its targetmarket o 18- to 34-year-oldsin a much more targeted andcomprehensive way thantraditional advertising media could
•AsaresultoftheFacebook
campaign, Shane Company hasbuilt an online community, whichresonates with its brand valueso approachability and trust
“We can be much more surgical with our targetingthan we can on TV or radio. There’s nothing like itin terms of precision.” 

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