A big Swiss company in the fast moving consumer goods industry used Facebook lookalikes to attrack new visitors to their web page. This can serve as a template how new customers can be acquired. Hence this blog describes how the new visitors were found and attracked.
How the new prospects were identified
The Facebook lookalike audience is a way to reach new people who are likely to be interested in a business because they are similar to existing customers. Thus it is crucial to have a good sample of customers that serve as a template for the lookalikes.
In the case of the Swiss company they wanted to collect prospects via a lottery. For this they created an email campaign with about 16 thousand email addresses. This led to roughly 2 thousand registrations for the lottery.
To gain even more registrations the marketing department chose two approaches:
- They loaded all email addresses that didn’t register after the email campaign as a custom audience into Facebook. Facebook matched about 10 thousand addresses and the campaign resulted in a mid two digit number of new registrants. That is a conversion rate of below 1 percent.
- Afterwards the marketing department took all email addresses that did register, loaded them into Facebook and created a lookalike audience with approximately 80 thousand members. This lookalike campaign resulted in about 8 thousand clicks and 5 thousand new registrants. This is a conversion rate of more than 6 percent. Additionally the cost per click of the lookalike campaign was only a forth of the other custom audience campaign.
The email campaign brought an initial success of registrations. Addressing people that didn’t register on the email campaign in the first place also didn’t register if approached in another channel. So this result shows that it isn’t effective to reapproach people in another channel that didn’t react in the first place.
However using the registrations as a good base for a lookalike audience showed a very good success with lots of new people registering. So the key for this success was that the Swiss company selected an optimal sample base they have build their lookalike model on.