First Direct drives up website traffic with hyper-targeted social media video ads
Increase engagement with hyper-localised social media videos
13%
View-Through Rate
2%
Click-Through Rate
2,000
Unique Videos
The challenge
First Direct wanted to launch an ‘Always-On’ campaign on social media to promote incentives and drive website traffic to their website. To create a hyper-targeted video ads First Direct decided to use the Spirable platform.
The solution
First Direct created a dynamic video template by using the intuitive Spirable platform. The videos changed dynamically based on a complex data matrix.
Audiences were targeted based on whether they were existing or new, customer profiles, and interests.
Data-driven creative (and incentive) on videos was triggered by day of the week, time of the day, weather, location, and birthdays coming up in the next 7 days.
The results
The dynamically created Facebook newsfeed ads are always in-the-moment and reactive based on location, weather, birthdays, and time. As a result the hyper-targeted campaign video achieved an 12.7% view-through rate. Overall, 2,000 unique videos were created.
