Speakers:

• Ailbhe Menton (director of marketing science in Facebook)
• Rachel Keane
• Patrick Kennedy (Marketing science partner manager)
• Safia Dawood (Marketing science partner)

Facebook mission: To give people the power to build community and bring the world closer together.

• Acquired Oculos – virtual reallity head sets acquired by gfacebook
• Workplace – basically facebook for work

Facebook quiz – how much do you know about us?

1. Monthly active users – 2.8 billion
2. Messages shared everyday – over 100 billion messages shared everyday
3. Stories shared everyday – 1 Billion

Influencers

Someone who can influence others using their knowledge and relationship on a platform.

Most followed Instagram account is Instagram.

Marketing science mission

Our mission is to help all businesses grow by transforming marketing practices, grounded in data and science.

The challenge

What kind of events would clients from the shop attend?

• Gala
• wedding
• fashion week
• prom
• award ceremony
• premier

The problem

Jasper’s Designer Boutique has been advertising on Facebook and Instagram over the past 12 months. They have recently started collaborating with influencers to promote their products and would like to understand if this new collaboration is better for their brand awareness and sales.

The mission

We need your help answering these questions:

• Which advertising strategy is working better overall?
• Which is working better for brand awareness?
• What can be done to improve their advertising on Facebook in the future?

Is there anything else you would like to analyze to improve your conclusions?

The Toolkit:

We will provide you:

• Background of Jaspers Designer Boutique
• Data for their latest social media adverts
• Key questions
• Hints and Tips to get you thinking!

Jasper’s Designer Boutique offers a range of occasion and formal wear and accessories for teens and adults of all ages.

• Customers/audience – Unisex clothing brand (all genders) with a variety of styles and sizes to suit everyone aged 13 and over.
• Sales – Jasper’s Designer Boutique is an online only store with no retail stores. Their website reflects the brand’s fun and colorful fashion style! Think more ESOS than Primark.
• Location – While the company is based in the UK, they sell at home and abroad, with customers in the UK, EU and the US.
• Goals – Their goal at the moment is to increase the awareness of their brand and to increase their sales. Growing these areas will help their brand grow and help them build a loyal customer base. This is good as it ensures repeat purchases, continuing sales, referrals, brand trust, steady income, greater market share, sustainability, reputation, word of mouth,
  Long term business stability and new business generation by reference. It’s also cheaper to keep old customers than to get new ones.
• Marketing – They advertise mainly on Facebook and Instagram. They create their own social media adverts and work with local influencers to grow their brand and sales.
• Data – They measure their marketing activities by surveying people who have (or have not) seen their ads, to see if the ads are successful.

Facebook utilizes a Randomized Control Trial approach to minimize bias and to help advertisers determine the causal impact of their ads

Deliver polls – would you like to buy from Jaspers boutique?

Each person in the controlled group will only answer 1 question at a time.

Add info after this look at slides

The storytelling

Once your data analysis over, think about how you want to communicate your results to your audience

Things to consider when presenting data:

1.How technical is your audience?

2.What is the conclusion you want them to make?

3.Is your insights immediately clear from the chart, or is there other information that will distract from your key point?

How can Jasper’s Designer Boutique increase their brand awareness and increase their sales?

Influencer vs Ads Only

1.Do campaigns involving influencers drive better results than ads only campaign?

2.Are the proportions different for those who saw the social media advert to those who didn’t?

3.Which strategy drove better Brand Awareness?

Creative Considerations

1.Does sound on/off work better for influencer ads?

2.Is it important to showcase your brand in the first 3 seconds?

3.What combination of platform and format works best to drive purchase intent?

What are your thoughts?

1.Is there a link between brand awareness and purchase intent?

2.Based on the information provided about the social media advert and the analysis you’ve produced:

• Were both strategies successful? Did one perform better overall than the other? What could be the reason(s) behind this?
• What should Jaspers Designer Boutique do for their next social media post? Should they stick with both adverts or combine them into one? What are the pros & cons of doing either?

3.If you had more time and more data, what other types of analysis would you run to help Jasper’s boutique raise their brand awareness and increase sales?

6pm on Friday 29th of October DEADLINE

Can be an infographic!