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Case Study: Super Bock achieves 11.5-point incremental TV reach and one million additional viewers with Facebook video ads
A Facebook Case Study
Amping up a TV campaign with Facebook video ads
Super Bock, a leading Portuguese beer brand celebrating its 90th anniversary, wanted to test Facebook’s ability to extend the reach of a TV campaign and identify which audience segments responded best. The challenge was to measure Facebook’s incremental reach versus traditional TV and reach younger or light/non‑TV viewers.
Super Bock ran a shortened version of its big‑budget TV commercial as Facebook video ads, using reach-and-frequency buying and a Kantar Worldpanel study to compare performance. The three-week campaign delivered 11.5 points of incremental reach to TV, reached one million additional unique viewers, delivered 45% of GRPs to light and non‑TV viewers, and reached 89% of the population when combined with TV—demonstrating Facebook’s value in the brand’s media mix.
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Super Bock
Bruno Albuquerque
Beer Marketing Director