Guinness raises awareness and drives footfall to local venues with hyper-localised video advertising
Geo-targeted personalised video drives awareness and offline success
1200
Localised Facebook Video Ads
1.65million
Individual Reach with 2.5 Million Impressions
18,000
Ads Generated for 800 Audiences
The challenge
Guinness wanted to create an innovative social media campaign that would bring people together at local Guinness venues to watch the Rugby Internationals. The goal was to raise awareness of local Guinness vendors and increase the number of people going to the pub to watch the match over a pint.
Personalised video at scaleSpirable & Guinness
Watch the story of how Guinness reached 1.65 million unique people, with 18,000 unique videos.
The solution
The strategy was to create a unique Facebook video ad for every Guinness venue in the UK and Ireland – to be shown to targeted audiences within their area, and updated dynamically based on which rugby matches were being shown.
Building directly within Spirable’s self-serve platform, Guinness’ ATL agency created a master template using existing campaign assets, to which the full list of Guinness vendor locations were added as well as match information. The generated, personalised videos were then delivered to geo-targeted audiences on Facebook.
The results
Using the Spirable platform, Guinness created and delivered 1,200 unique, localised Facebook video ads. The videos were automatically updated based on time of day and sporting fixtures. Overall 18,000 dynamic video ads were generated for 779 individual audiences reaching 1.65 million people with 2.5 million impressions.
