In 2014, Gray Away’s social media community size did not accurately reflect its position as the top-selling product in its category and wide-spread distribution across major national retailers.
Identifying Facebook as the primary channel to target the Gray Away customer with a limited budget, HMG-PLUS introduced a smart and aggressive Page Like ad campaign in an effort to increase the brand’s social presence and influence on the platform.
Over the course of 2 years, we ran a series of A/B tests, testing creative and targeting performance for optimal ROI.
Creative concepts were refreshed every 2-3 months, drawing insight from the previous flight to shape the next round of creative. Once we had reached a healthy community size, we began targeting by “Lookalike” audiences, which resulted in a 60% drop in cost per Like.
• 355.56% Increase in Facebook page likes in one year