Case Study: Verizon Wireless achieves 33% incremental reach over TV with Facebook video ads

Verizon Wireless - Customer Case Study

Verizon Wireless, the largest 4G LTE network in the U.S., sought to build a positive association between its brand and the 2014 World Cup by reaching Hispanic soccer fans and extending campaign reach beyond TV. The challenge was to engage that audience where they were most active and complement TV advertising to drive awareness and affinity.

Working with agencies, Verizon produced 24 short, 15-second “goaling” videos and used Facebook’s interests targeting and mobile News Feed placements to reach the U.S. Hispanic Affinity audience. Measured by Nielsen and Facebook metrics, the campaign delivered 33% incremental reach over TV, reached 39% of U.S. Hispanic adults 18+, achieved a 95% video completion rate, drove a 5-point increase in ad recall, and generated double the engagement and 9x the click‑through rate versus average benchmarks.

Verizon Wireless

Max Kelerstein

Social Media Marketing Manager