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RBS Insurance Facebook Ad Case Study

RBS Insurance Facebook Ad Case Study

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Published by: Social Fresh Conference on Jun 18, 2012
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04/02/2013

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Advertising Case StudyFacebook Executive Summary
Client:
 
Agency:
 
Objective:
 Leverage Facebook’stargeting and user base toincorporate customer feedbackinto product developmentand increase engagement
Solution:
Create a two-wayconversation with potentialcustomers with ads recruitingFacebook users to help createDirect Line’s new iPhone app
Tools:
 
Key Lessons:
Facebook’s “test and learn”environment produced a wealthof quantitative and qualitativeresearch from users that assistedin the development of DirectLine’s new iPhone appThe highly engaged communitycreated by the Direct Linecampaign on Facebook can betargeted for future interactionand campaigning
Richard Bassinder, Innovation Manager, RBS Insurance
RBS InsuranceServices
Company Background
RBS Insurance is the United Kingdom’s second largestinsurance provider, with a company portfolio includingDirect Line, Churchill, Green Flag and Privilege.Techlightenment is a leading App developer, while Foolproofis an agency specializing in user-centred digital design.
Objective
RBS Insurance collaborated with Techlightenmentand Foolproof to develop a campaign to encourageFacebook users to help determine the featuresand functionality that should be included in anew iPhone app for Direct Line insurance.
Overview
The initiative focused on getting specic users tocollaborate on a custom Facebook application on aFacebook Page, the free public prole that enablescompanies to share their business and products withFacebook users on an ongoing basis. Via the FacebookPage, users actively suggested product features andsuggestions for the iPhone app. This was RBS Insurance’srst experience creating a “test and learn” environmentwith Facebook, where it could present new conceptsto existing and potential customers and engage themin the development process. According to RichardBassinder, an Innovation Manager at RBS Insurance, theFacebook tie-in allowed RBS to conduct a qualitativeinquiry on a quantitative scale: “It’s not only about the
“The real beauty o Facebook is that youget multiple business benefts: developmento your product by the community plus theopportunity or users to share inormationor urther campaigns and development.” 
 
Advertising Case Study
drag some or all of the network to our application.”
Results
The Facebook campaign delivered 55.3million impressions for Direct LineThe Facebook campaign generated6,397 clicks for Direct Line343 users started the Direct Line survey;193 users completed all the questionsDirect Line generated 631 unique comments onapp features, naming and the Ideas Lab itself36 percent of those who nished the survey weresheer volume of Facebook users; it’s also aboutthe fact that Facebook has a demographic thatreects the UK General Insurance market.”Using its proprietary Facebook Ads managementsoftware, called “Alchemy”, Techlightenment testedmany ads and targeting criteria simultaneously.“These ads were generated, launched and optimizedin Alchemy,” says Gi Fernando of Techlightenment.“It’s a powerful tool that leverages the FacebookAds API (Application Programming Interface).”
Approach
On behalf of RBS Insurance, Foolproof ran a four-week Facebook campaign from April 8 to May 52010. The agency used Facebook’s targeting abilitiesto recruit participants based on age, gender andlocation. Foolproof also employed keyword targeting,seeking users with interests such as “driving,”“insurance” and particular phone types and carbrands. Facebook’s targeting allows companiesto reach their most likely customers based oninformation listed in users’ proles, but does notreveal the personal data of the people who tinto the targeting categories. People who clickedon the ad, which invited users to help design “theperfect driving app”, were taken to Direct Line’sFacebook Page. There, they were introduced tothe app and asked to choose up to six featuresthat they would like to include in it. “There was areal cost advantage to doing it in this way,” saysRichard. “We’d have paid a lot more to set upa new site and generate trafc. We moved ourapplication into the network, rather than trying to
Tom Wood, Foolproof 
“RBS Insurance understands that Facebook isa huge resource that must be approached andaddressed in a dierent way. As ar as advertisingand marketing go, it’s a game-changer.” 

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