795 Case Studies
Case Study: Australian Broadcasting Corporation achieves 15-point awareness lift and reaches 2 million 25–34-year-olds with Facebook mobile video ads
A Facebook Case Study
Mobile video steals the show
The Australian Broadcasting Corporation (ABC), the nation’s public broadcaster known for quality news, drama and children’s programming, wanted to attract younger viewers to its new TV drama Cleverman. Facing strong competition for attention, the ABC’s challenge was to engage 25–34-year-olds and boost both live and on-demand ratings for the show’s premiere.
ABC ran a mobile-first Facebook campaign using a 30-second teaser, targeted 10-second character videos for entertainment/drama fans, and retargeted viewers with video carousel ads in the two weeks before and after the premiere. With reach-and-frequency buying and 90% of ads in mobile News Feed, the campaign reached 2 million Australians aged 25–34 in four weeks, drove a 15-point lift in awareness, a 7-point lift in intent to view, and delivered about 200,000 viewers above ratings targets (pilot viewers 25–34 were 16%, four times the industry average).
Open case study document...