#TheDollEvolves
February 25, 2016
Mattel | Barbie
In January 2016, Mattel revealed the evolution of their iconic doll Barbie with the announcement of three new body types – tall, curvy and petite. The response has been exceptional, with social media leading the conversation.
Having worked with Mattel for over a year establishing their social media presence on Facebook across seven European countries, agency:2 was responsible for activating the social campaign for the launch of the new range, providing responsive and always-on social advertising, community management and sentiment reporting.
To elevate the campaign, agency:2 promoted content on Facebook across relevant markets, using their proprietary Social Insight Engine ad technology to hyper-target specific audiences and extend reach.
Joel Davis, Director of agency:2 says ”agency:2 prides itself on pushing boundaries and leading the way in social media. My team and I are proud to be part of this momentous moment for the Barbie brand, supporting the next innovative step in the brand’s evolution.”
Check out the new Facebook Reactions!
February 25, 2016
Everyone’s had that post show up in their News Feed where they think “I want to respond in some way, but ‘like’ doesn’t feel appropriate at all”. Until now, there’s been no other option on Facebook, something which has changed as of yesterday (24/02/2016).
After a lengthy period of planning and development, Facebook has finally released their expanded ‘Like’ button “reactions” to much excitement. Although there is no dislike button as was once predicted, these new Emoji icons are more expressive and show a wider range of response.
To bring up the new reactions, “love,” “haha,” “wow,” “sad,” and “angry,” users can hover over the traditional like button and the 5 emoticons will appear as choices. While a total number of likes appears for each post, there is the option of establishing which reactions have been chosen, again by holding the mouse over the reaction.
At agency:2, we feel this is a positive step forward and expect to see richer user engagement rates resulting from our clients’ Facebook activity.
What’s your reaction to the new reactions?
Top 5 Tips for Enhanced Social Ad Targeting
February 17, 2016
At agency:2, we believe that implementing current methods of social ad targeting is no longer enough; campaigns must now be elevated through data technology to be precise and optimised for efficacy.
Enhanced social ad targeting uses a segmented collection of enriched, real-time social data to help you reach larger, more relevant, more precise audiences, who are more likely to engage.
Hyper-Targeting through Audience Insights
The most effective way of hyper-targeting through social advertising is becoming increasingly dependent upon using Audience Insights to:
- Connect with a fan’s emotional side
- Understand an audience’s motivations and drives toward purchasing
- Engage with the audience’s wider interests to spark a connection
Top 5 Tips for Enhanced Social Ad Targeting:
- Understand your brand’s customer habits, beliefs and personal buying preferences – it is no longer sufficient to have people ‘Like’ your brand.
- Be aware of who to proactively exclude to keep negative sentiment to a minimum – this will elevate your campaign even further.
- Anticipate what’s next in a technology-driven market – keep up with an unparalleled rate of innovation and growth
- Monitor the cost per engagement in real time – don’t focus exclusively on ROI
- Integrate data-driven, quantifiable components of user journeys to provide more definable, actionable insights – this will significantly reduce the cost per action throughout your campaign.
At agency:2 we use our Social Insight Engine to combine these tricks of the trade to hyper-target a defined audience, which allows our clients to grow their reach significantly, reduce their cost per action and stand out from the competition.
