GAA Facebook Case Study
Hello all!!
Fifty-Three Six’s work has been officially recognised on Facebook!! This week, Facebook published a case study around our campaign for the GAA and its platform, GAANOW.
GAANOW is an online video platform that houses live real-time match clips, weekend round-ups, archive footage and match highlights. When designing our digital strategy for the 2018 campaign, we identified Facebook as a key platform to drive scale and maximise brand awareness around the GAA offering. The objective of the campaign was to help increase awareness of GAANOW among relevant audiences, while driving traffic and engagement on the platform.
Diving further, we wanted to do something different and bring additional value to the GAA. As we know, the use of video has continued to grow year-on-year as technology advances and consumer habits continue to evolve. In 2018, Instagram Stories was quickly growing to be a popular placement on the Facebook Network to drive engagement and real-time content.
We had identified from the GAA’s previous ad activity that younger, mobile-first audiences were more likely to engage with content on platforms like Instagram. As a result, we utilised a Facebook Brand Lift Study in order to identify the most effective ad creative for the Instagram Stories & Feed placements in order to connect with that younger, GAA-inclined audience.
Because weekends are the peak time for sports fans to engage online, ads shown on Saturdays and Sundays promoted the GAA’s real-time video content from the weekend’s fixtures. People then saw ads featuring match-day highlights early in the week, and ads featuring archive footage and promoting the coming weekend fixtures later in the week.
We measured ad recall of the GAANOW ads and performed a two-cell brand lift study to test and compare customised and non-customised ad creative in Instagram Stories, side by side. Customised Stories ad creative used the 9:16 aspect ratio to provide a full-screen experience with no accompanying copy, while non-customised ads in Stories used the square 1:1 aspect ratio and GAANOW-related copy under the video.
Our May–September 2018 campaign generated a strong uptick in overall brand awareness for GAANOW and revealed its most effective ad creative for Instagram Stories. The campaign achieved:
16-point increase in ad recall
4X greater engagement, compared to other platforms
80% higher click-through rate than previous year’s campaign
4-point higher ad recall with square Instagram Stories ad creative
35% more 10-second video views
Most importantly, we succeed in achieving the GAA’s goals and continue to drive strong brand awareness for the brand, year-on-year.
It is great to see our hard work come to fruition on Facebook. Use the link above to read the case study or click the link here.
Best,
The Fifty-Three Six Team
