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Case Study: Shiseido achieves 38% incremental reach and +3‑point brand awareness with Facebook and Instagram video ads
A Facebook Case Study
Expanding reach by following TV ads with Facebook and Instagram video ads
Shiseido’s MAQuillAGE, a premium makeup brand, faced declining TV effectiveness as viewing habits changed and wanted to extend and quantify its reach beyond TV alone. The challenge was to find and engage audiences who hadn’t seen the TV ad and to measure the incremental impact of adding digital platforms.
Shiseido ran the same TV creative as video ads on Facebook and Instagram, using panel research to target areas and age groups with low awareness and buying reach-and-frequency to ensure exposure. The combined campaign delivered a 38% incremental reach (more than double its normal reach) and produced a 3‑point lift in brand awareness for people exposed to both TV and social ads.
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Shiseido
Yuki Nakajo
Communication Control Dept