Sport Marketing Agency’s white-paper shares data-driven insights from sport & fitness Facebook Campaigns ahead of Black Friday & Cyber Monday
Fifty-Three Six, a Dublin and London-based digital marketing agency which specialises in the sport, fitness, health & wellness sectors, has launched a white-paper featuring five data-driven Facebook marketing campaign tactics to drive sales.
• Consumers are four-times more likely to make a purchase during Black Friday and Cyber Monday (BFCM)
Through an in-depth analysis of data from Facebook campaigns running from 2017-2020, Fifty-Three Six found consumers are four-times more likely to make a purchase on a brand offer running during BFCM than when that identical offer runs at any other point during the year. In addition, the agency found that conversion rates increased by as much as 7% and CPA fell by 70% for offers running during BFCM.
• Launching brand campaigns two months in advance of BFCM results in better ROI
Fifty-Three Six’s data analysis revealed a year-on-year sales uplift of +288% when their client’s brand awareness campaigns began two months ahead of BFCM, before switching to a sales focus closer to BFCM. Connecting with shoppers at the end of Q3 lays a strong foundation to convert sales during BFCM at a significantly lower CPA.
• Ensure consumers are served ads over 10 times
A deep-dive analysis of over 100 conversion campaigns across six of Fifty-Three Six’s clients found that for best conversion campaign results, Facebook users saw an ad between eleven and thirteen times. Consumers purchasing during BFCM are unlikely to be cold, thus, launching campaigns earlier and guaranteeing a higher ad frequency will yield positive results.
• Video ads are extremely effective in converting sales
Fifty-Three Six is a strong advocate of incorporating a mix of media assets in campaigns. A comparison of data from the agency’s client campaigns found 45% of all Facebook conversions were from video adverts. Findings also revealed that dynamic placements that included video drove three times as many sales conversions as those without video. Video content lasting under 15 seconds, with high impact graphics, and in 1:1 or 4:5 aspect ratio, were often the top performers.
• Dynamic Product Catalogue delivers a 50% lower CPA
Previous campaigns run by Fifty-Three Six showed a dynamic product catalogue could deliver a 50% lower CPA compared to a classic conversion campaign and produce a ROAS that is two times higher than a regular conversion campaign. The Dynamic Product Catalogue, crucial for eCommerce businesses, is incredibly efficient for both converting interested users and new prospects.
Retargeting: the Facebook algorithm will automatically choose to serve specific products ads to users based on the products they viewed on your website.
Attracting new users: targeting users with an interest in similar products to serve the most relevant product from the catalogue.
Speaking of the White Paper, Tom Fox, Head of Digital at Fifty-Three Six commented, “Whilst this year has been a challenging time for many businesses, we see real opportunity for online businesses to recoup revenue next quarter.”
“We have pooled our expertise and crunched data from campaigns that we have managed over a three year period to create the 5 Actionable Facebook Campaign Insights to Win Q4 white-paper. We hope this document will arm marketers with some key learnings to factor into their campaigns. These tactics are designed to help brands understand consumer insight, leverage the key sales period, unlock the power of Facebook's algorithm, and ultimately generate sales conversions.”
The full white-paper ‘5 Actionable Facebook Campaign Insights to Win Q4’ by Fifty-Three Six is available here.
For more information and interview requests please contact:
Coco Stephens | PR, Fifty-Three Six | coco@fiftythreesix.com
About Fifty-Three Six
Fifty-Three Six is a digital marketing agency specialising in the sport, fitness, health & wellness sectors. Our vision is to change the paradigm for businesses and organisations – allowing them to use video to convert online users into customers. With an impressive list of clients including bet365, Racing TV and Munster Rugby, the agency was founded in Dublin in 2016 by Tom Fox and Marcus McDonnell. www.fiftythreesix.com
Marcus McDonnell (Head of Production): Marcus has a wealth of international experience in the sports industry across broadcast and digital media rights, sponsorship, events and production. Having spent six years in the NBA, Marcus went on to head up digital rights for Pitch International. As well as managing Fifty-Three Six’s production and commercial divisions, Marcus also offers consultancy services for sports rights.
Tom Fox (Head of Digital): Tom spent two years managing digital activity across all platforms for sports broadcaster, Setanta Sports, before being one of the first hires in Twitter’s EMEA HQ in Dublin. He then went on to spend over four years at Twitter, working across the mobile and sports sectors in the UK before going on to manage the emerging markets business in Europe and Africa. Tom heads up performance marketing, digital strategy and business operations of Fifty-Three Six.