{"id":53392,"date":"2019-01-14T07:34:13","date_gmt":"2019-01-14T15:34:13","guid":{"rendered":"https:\/\/adespresso.com\/?p=53392\/"},"modified":"2021-10-14T11:13:50","modified_gmt":"2021-10-14T19:13:50","slug":"best-facebook-ad-campaigns","status":"publish","type":"post","link":"https:\/\/adespresso.com\/blog\/best-facebook-ad-campaigns\/","title":{"rendered":"5 Top Facebook Ad Campaigns To Boost Your Results in 2019"},"content":{"rendered":"<p>Are you ready to knock it out of the park and create your best Facebook ad campaign ever this year?<\/p>\n<p>2019 just started and this is the perfect time to look back at what worked last year in the realm of Facebook ads, and how you can use those teachings to improve your results this year.<\/p>\n<p>What are the tried and proven methods that drove success in 2018 to take with you to 2019? Which are the examples you can get inspiration from? How can you replicate your Top competitors\u2019 success?<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-62082 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/fb-ads-that-killed-in-2018-v2.jpg\" alt=\"\" width=\"1200\" height=\"628\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/fb-ads-that-killed-in-2018-v2.jpg 1200w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/fb-ads-that-killed-in-2018-v2-300x157.jpg 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/fb-ads-that-killed-in-2018-v2-1024x536.jpg 1024w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p>We selected 5 examples by brands that literally killed it with their Facebook ad campaigns this past year.<\/p>\n<p>We investigated them word by word, and looked at the results number by number, evaluating every single detail, to understand what worked (and, in case, what didn\u2019t).<\/p>\n<p>We found winning formulas, strategic patterns, unusual storytelling ideas, and a ton of tips and tricks that you can use to boost YOUR results this year!<\/p>\n<p><!--more--><\/p>\n<p>In the last 12 months, we have seen a mind-boggling amount of updates from both <a href=\"\/?p=40534\" target=\"_blank\" rel=\"noopener\">Facebook Ads<\/a>, <a href=\"\/?p=40590\" target=\"_blank\" rel=\"noopener\">Instagram<\/a>, and <a href=\"\/?p=58953\" target=\"_blank\" rel=\"noopener\">Google Ads<\/a>.<\/p>\n<p>Having so many new features and advert types have given advertisers much more choice, together with the risk of being plagued by the <em>shiny object syndrome<\/em>,\u00a0the <a href=\"https:\/\/www.entrepreneur.com\/article\/288370\" target=\"_blank\" rel=\"noopener\">entrepreneurial equivalent of a small child chasing after shiny objects<\/a>,<\/p>\n<p>Which means we\u2019re presented with a challenge &#8211; it\u2019s hard to choose what to use. Choosing the right ad type is hard. With this post, we want to bring clarity to this.<\/p>\n<p>forces you to chase project after project, and change after change, never settling with one option<\/p>\n<p>We\u2019ll highlight you the Facebook ads campaigns that really work.<br \/>\nWhat do we have in-store? We\u2019ve lined up 5 best Facebook ads from 2018, from the following companies:<\/p>\n<ol>\n<li style=\"font-weight: 400;\"><a href=\"#promo\" class=\"goto\">Promo by Slidely<\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#MobileMonkey\" class=\"goto\">MobileMonkey<\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#toms\" class=\"goto\">TOMS<\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#grammarly\" class=\"goto\">Grammarly<\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#loomer\" class=\"goto\">Jon Loomer Digital<\/a><\/li>\n<\/ol>\n<p>To determine whether an ad really killed it or not we used a set of criteria.<\/p>\n<p>We looked at the following:<\/p>\n<ul class=\"list-custom points-list\">\n<li style=\"font-weight: 400;\">Did they utilize a unique messaging approach?<\/li>\n<li style=\"font-weight: 400;\">Was the campaign creative done remarkably well?<\/li>\n<li style=\"font-weight: 400;\">Did the brand meet their goals with the campaign?<\/li>\n<li style=\"font-weight: 400;\">Did the brand had hard numbers to back up the success of the campaign?<\/li>\n<\/ul>\n<p>Alright, buckle up. Let\u2019s dive in!<\/p>\n<p><img decoding=\"async\" class=\"size-full aligncenter\" src=\"https:\/\/media.giphy.com\/media\/9oIZRd54OPX3dPNV6p\/giphy.gif\" width=\"480\" height=\"201\" \/><\/p>\n<h2>Best Facebook Ad Campaigns in 2018\u00a0<a id=\"promo\"><\/a><\/h2>\n<h3><a href=\"https:\/\/slide.ly\/promo\" target=\"_blank\" rel=\"noopener\">Promo by Slidely<\/a> &#8211;\u00a0Get Your Creative Hat On<\/h3>\n<ul class=\"list-custom\">\n<li>\n<h4><strong>Goal <\/strong><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Get sign-ups for a trial<\/span><\/p>\n<ul class=\"list-custom\">\n<li>\n<h4><strong>Implementation<\/strong><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This Facebook Ads campaign is using a conversion campaign, meaning it&#8217;s a campaign whose goal is to convince users to perform an action on their business website, in this case, a sign-up for a trial. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Creative wise they chose to use a video. But not the usual formal, serious (and boring, at times) one, Promo took an unconventional approach to a B2B sales video<\/span><span style=\"font-weight: 400;\">, they used a cute and super funny kid. Brave and smart! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Click on play and give Promo&#8217;s video a spin, I bet you&#8217;ll want to watch it twice!<\/span><\/p>\n<div class=\"video video-full-width \">\n            <iframe width=\"476\" height=\"476\" style=\"border: none; overflow: hidden;\" src=\"https:\/\/www.facebook.com\/plugins\/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fpromodotcom%2Fvideos%2F10156858113469162%2F&amp;show_text=0&amp;width=476\" scrolling=\"no\" frameborder=\"0\" allowtransparency=\"true\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe>\n          <\/div><!--\/.video-full-width.-->\n        \n<p><span style=\"font-weight: 400;\"><br \/>\nNow that we all agree this is a powerful video ad (c&#8217;mon, watch it one last time!), let&#8217;s give a look to the ad text because that&#8217;s spot on too. A textbook example.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-62076\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/01-Promo_Image1.png\" alt=\"\" width=\"320\" height=\"714\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/01-Promo_Image1.png 320w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/01-Promo_Image1-134x300.png 134w\" sizes=\"(max-width: 320px) 100vw, 320px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s dig deeper. What did they do right in the ad text? We can identify 4 parts.<\/span><\/p>\n<ol>\n<li><b><em>Have no fear. Promo is here!<\/em>\ud83d\udcaa<\/b><span style=\"font-weight: 400;\">\u00a0&#8211; serves as an\u00a0<span class=\"marker\"><strong>attention-grabber<\/strong><\/span>. <\/span><\/li>\n<li><b><em>Running your own business comes with a lot of challenges. Advertising doesn\u2019t need to be one of them<\/em>\u201d &#8211; <\/b><span style=\"font-weight: 400;\">serves to<span class=\"marker\">\u00a0<strong>introduce a problem<\/strong><\/span>. They also put out a hook, that<strong> there\u2019s a solution <\/strong>to that problem. This<span class=\"marker\"> <strong>keeps the reader attention<\/strong><\/span>. <\/span><\/li>\n<li><b><em>Professional videos will guarantee you stand out from the competition<\/em> &#8211;<\/b><span style=\"font-weight: 400;\">\u00a0serves to\u00a0<span class=\"marker\"><strong>present the solution to the problem<\/strong><\/span>.<\/span><\/li>\n<li><b><em>Grab high-quality footage, add your message and logo and choose the perfect soundtrack. \ud83c\udfa5 It\u2019s that easy<\/em>\u00a0<\/b><span style=\"font-weight: 400;\">&#8211; serves to\u00a0<span class=\"marker\"><strong>address the potential objections<\/strong><\/span>.<br \/>\n\u201cProfessional videos\u201d may sound like a lot of work, with this section they make it clear it\u2019s reachable, for you, today. Thanks to them, of course!<\/span><\/li>\n<\/ol>\n<ul class=\"list-custom\">\n<li>\n<h4><strong>R<\/strong>esults<\/h4>\n<\/li>\n<\/ul>\n<p>You guessed it &#8211; yes, of course, the cute kid got <strong>a lot of engagement<\/strong>. How much?<\/p>\n<p><strong>2.2 million views, 4,2 thousand reactions, 594 comments, 509 shares<\/strong>. That\u2019s a lot of engagement.<\/p>\n<p>But did this just get engagement or did it get some tangible results too?<\/p>\n<p>Well, their goal was to get sign-ups for a trial. They saw a <strong>42% increase in\u00a0<a href=\"\/?p=371\" target=\"_blank\" rel=\"noopener\">CTR<\/a><\/strong>\u00a0compared to other more general videos (you know, the classic B2B style videos).<\/p>\n<div id=\"attachment_62077\" style=\"width: 910px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-62077\" class=\"wp-image-62077\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/01-Promo_Image2.png\" alt=\"best facebook ads - results promo by slidely\" width=\"900\" height=\"267\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/01-Promo_Image2.png 1310w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/01-Promo_Image2-300x89.png 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/01-Promo_Image2-1024x303.png 1024w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><p id=\"caption-attachment-62077\" class=\"wp-caption-text\">Courtesy: <a href=\"https:\/\/slide.ly\/promo\" target=\"_blank\" rel=\"noopener\">Promo by Slidely<\/a> (reproduction is forbidden without mention)<\/p><\/div>\n<p>Most importantly though, with this campaign Promo managed to significantly<strong> decrease CPA per\/trials. <\/strong><\/p>\n<p>Compared to other campaigns with exact same targeting, but different creative they managed to<strong> decrease the CPA by 28%.<\/strong><\/p>\n<ul class=\"list-custom\">\n<li>\n<h4>Takeaways &amp; tips<\/h4>\n<\/li>\n<\/ul>\n<p>Using the cute kid paid off. Why so? Well, it\u2019s because this is what people go on Facebook for: avoiding making decisions. Social media is about being social. People open social media to disconnect and relax. And procrastinate just a tiny bit more, right? \ud83d\ude09.<\/p>\n<p><strong>This is an example of what we call being aligned with social media mindset.<\/strong><\/p>\n<p><span class=\"marker\">Accounting for the social media mindset should be the starting point of any given advert you run on Facebook.<\/span><\/p>\n<p>Doing this doesn\u2019t just \u201chappen\u201d. One needs to intentionally design the ad to meet the social media mindset. Promo has nailed it. Plus, the creative is not just fun, it supports their messaging. Asking \u201cRunning a small business?\u201d and using a kid as a visual &#8211; brilliant.<\/p>\n<p>There is one more thing.<\/p>\n<p>Did you notice how in the very beginning of the video they kicked-off the video with a text overlay: \u201cRunning a small business?\u201d. That might seems like a small detail, but it\u2019s actually powerful.<\/p>\n<p>What this did for Promo is that <strong>from the first second, they built relevance<\/strong>. Relevance with who Promo tired to reach &#8211; small businesses. They <strong>made it clear who this video is for<\/strong>. It ensured from the get-go that the person viewing feels this is for them. <strong>It\u2019s for someone, not everyone.<\/strong><\/p>\n<p>Inspiring work Promo team, you definitely set the bar high. And you, readers, make a note to yourself: always put your creative hat on when prepping for your 2019 Facebook ad campaigns.<\/p>\n<h2>Best Facebook Ad Campaigns in 2018\u00a0<a id=\"MobileMonkey\"><\/a><\/h2>\n<h3><a href=\"https:\/\/mobilemonkey.com\/\" target=\"_blank\" rel=\"noopener\">MobileMonkey<\/a>\u00a0The Power of Facebook Messenger Ads<\/h3>\n<p>2018 marked the year when Messenger marketing got a strong foothold. It must be said that the users have been there all along, but\u00a0the advertising side significantly matured in 2018.<\/p>\n<p>Today, there are <a href=\"\/?p=51440\">billions of people using Facebook Messenger<\/a>. In fact that numbers shouldn\u2019t surprise anyone, since the use of messaging apps surpassed the use of social networks <a href=\"\/?p=45444\">already in Q1 2015<\/a>. It\u2019s about time for us advertisers to engage with the conversation that our customers are already having. AND do it where they have it. To be present where people are present. That is why this TOP 10 here would have definitely been incomplete without a Facebook Messenger ad example.<\/p>\n<p>And MobileMoney\u2019s campaign definitely killed it!<\/p>\n<ul class=\"list-custom\">\n<li>\n<h4>Goal<\/h4>\n<\/li>\n<\/ul>\n<p>Here is the campaign they ran with the goal to <strong>generate leads<\/strong>.<\/p>\n<div id=\"attachment_62083\" style=\"width: 510px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-62083\" class=\"wp-image-62083 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/02-MobileMonkey_Image1.png\" alt=\"\" width=\"500\" height=\"515\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/02-MobileMonkey_Image1.png 500w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/02-MobileMonkey_Image1-291x300.png 291w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><p id=\"caption-attachment-62083\" class=\"wp-caption-text\"><a href=\"https:\/\/www.facebook.com\/ads\/experience\/confirmation\/?experience_id=2111825589097663\" target=\"_blank\" rel=\"noopener\">Image Source<\/a><\/p><\/div>\n<ul class=\"list-custom\">\n<li>\n<h4>Implementation<\/h4>\n<\/li>\n<\/ul>\n<p>What they\u2019ve used here is a Facebook to Messenger ad campaign type, which was optimized for messages. Once users clicked on the ad they were taken to a Facebook Messenger chatbot.<\/p>\n<p>Before earning the click they had to earn the attention. To do that, they\u2019ve gone for an unusual imagery &#8211; when did you last see a unicorn with this much colour in your feed? One just can\u2019t help not to notice this. It stands out from the mass, it\u2019s unique. It\u2019s what we\u2019d call thumb-stopping content. Something that makes you stop even when your scrolling your Facebook feed at speed and go: \u201cwait, what was that?\u201d. It makes the viewer wonder, it draws them in.<\/p>\n<p>Now, this campaigns cleverness doesn&#8217;t stop here. Notice the call to action they used \u201cType: Send me the secrets\u201d. What does this do? Makes the viewer wonder even more. Now you just can\u2019t resist to find out what are those secrets.<\/p>\n<p>There\u2019s even more. Did you notice the text overlay on the image: \u201ctap to play\u201d. This acts as a clear CTA, but not only.<\/p>\n<p>Besides clarity, what it does is that it gamifies the whole process and hence makes the ad more engaging. If you want to dig deeper into what makes a great CTA, then you might want to take a look at the experiment we ran <a href=\"\/?p=60755\">What\u2019s the best CTA For Your Facebook Ads? (a $1,000 Experiment)<\/a>.<\/p>\n<ul class=\"list-custom\">\n<li>\n<h4>Results<\/h4>\n<\/li>\n<\/ul>\n<p>Let\u2019s talk results. Did they meet their goal to generate leads effectively? Oh boy, yes they did. In the past with regular conversion campaigns they were experiencing a cost per lead (CPL) of $150. With this masterpiece they managed to cut the CPL down to $5. That\u2019s an epic 30x reduction in CPL. Here are the stats:<\/p>\n<div id=\"attachment_62084\" style=\"width: 1255px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-62084\" class=\"wp-image-62084 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/02-MobileMonkey_Image2.png\" alt=\"\" width=\"1245\" height=\"218\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/02-MobileMonkey_Image2.png 1245w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/02-MobileMonkey_Image2-300x53.png 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/02-MobileMonkey_Image2-1024x179.png 1024w\" sizes=\"(max-width: 1245px) 100vw, 1245px\" \/><p id=\"caption-attachment-62084\" class=\"wp-caption-text\">Courtesy: <a href=\"https:\/\/mobilemonkey.com\/\" target=\"_blank\" rel=\"noopener\">MobileMonkey<\/a> (reproduction forbidden without mention)<\/p><\/div>\n<ul class=\"list-custom\">\n<li>\n<h4>Takeaways &amp; tips<\/h4>\n<\/li>\n<\/ul>\n<p>If you haven\u2019t yet taken Facebook Messenger ads seriously, then you definitely should do so in 2019. As this campaign demonstrates Messenger ads are an extremely powerful way for lead generation. <a href=\"\/?p=45444\">Messaging gets 15x more engagement than email<\/a>. We suggest you diversify your lead list to be both in the form of a email list, but also a Messenger subscriber list.<\/p>\n<p>If you create accounts for the social media mindset (like Promo did), plus is coated with an unusual look like MobileMonkey pulled off here then you will win the attention. Once attention is gained, it\u2019s important to leave the viewer wondering. For that MobileMonkey used the call to action of \u201ctype: Send me the secrets\u201d. It\u2019s really about being creative with your incentives. The tip here is to make an incentive masterlist. An dynamically updated document where any of your team member could chip in ideas at any time, e.g. a Google Doc.<\/p>\n<h2>Best Facebook Ad Campaigns in 2018\u00a0<a id=\"toms\"><\/a><\/h2>\n<h3><a href=\"https:\/\/www.toms.com\/\" target=\"_blank\" rel=\"noopener\">TOMS<\/a>\u00a0Funnel that rocks your socks<\/h3>\n<p>Get ready for a <a href=\"\/?p=19713\">Facebook sales funnel<\/a> mastermind. Excellence is about to unroll in front of you. We\u2019re about to show you behind the curtain of an epic series of campaigns. It\u2019s done by TOMS, the company known for their One for One mission.<\/p>\n<ul class=\"list-custom\">\n<li>\n<h4>Goal<\/h4>\n<\/li>\n<\/ul>\n<p>TOMS goal was to show that they have great on-trend products for the Fall for both men and women with the ultimate goal of generating sales, within their EMEA region. Additionally, their goal was to include changemakers in process.<\/p>\n<ul class=\"list-custom\">\n<li>\n<h4>Implementation<\/h4>\n<\/li>\n<\/ul>\n<p>Instead of a direct response campaign, TOMS used a 4 stage funnel.<\/p>\n<p>Approach-wise they chose to use stories of changemakers which they would seamlessly link back to their products. How did they do it?<\/p>\n<h5><strong><span class=\"marker\">Stage 1 &#8211; Video<\/span><\/strong><\/h5>\n<p>They used videos featuring the story of various changemakers, knitting the videos together into a series of storytelling ad campaigns. Though the ads you see are in English it\u2019s important to note that this was shown across EU. Specifically: the UK, France, Germany, The Netherlands, and the ad was translated for each market.<\/p>\n<div class=\"video video-full-width \">\n            <iframe width=\"476\" height=\"587\" style=\"border: none; overflow: hidden;\" src=\"https:\/\/www.facebook.com\/plugins\/video.php?href=https%3A%2F%2Fwww.facebook.com%2FTOMSunitedkingdom%2Fvideos%2F155273252076914%2F&amp;show_text=1&amp;width=476\" scrolling=\"no\" frameborder=\"0\" allowtransparency=\"true\" allow=\"encrypted-media\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe>\n          <\/div><!--\/.video-full-width.-->\n        \n<p>Here we have the French version:<\/p>\n<div class=\"video video-full-width \">\n            <iframe width=\"476\" height=\"612\" style=\"border: none; overflow: hidden;\" src=\"https:\/\/www.facebook.com\/plugins\/video.php?href=https%3A%2F%2Fwww.facebook.com%2FTOMSfrance%2Fvideos%2F172376980317102%2F&amp;show_text=1&amp;width=476\" scrolling=\"no\" frameborder=\"0\" allowtransparency=\"true\" allow=\"encrypted-media\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe>\n          <\/div><!--\/.video-full-width.-->\n        \n<a href=\"https:\/\/www.facebook.com\/TOMSfrance\/videos\/172376980317102\/\"><\/a><\/p>\n<p>The customization didn\u2019t stop there. The targeting of each territory specific campaign customized targeting by territory. Next, they also differentiated between Facebook and Instagram. They used a customized approach for the Instagram stories placement:<\/p>\n<div id=\"attachment_62086\" style=\"width: 324px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-62086\" class=\"wp-image-62086 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/03-TOMS_Image3.png\" alt=\"\" width=\"314\" height=\"564\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/03-TOMS_Image3.png 314w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/03-TOMS_Image3-167x300.png 167w\" sizes=\"(max-width: 314px) 100vw, 314px\" \/><p id=\"caption-attachment-62086\" class=\"wp-caption-text\"><a href=\"https:\/\/www.facebook.com\/ads\/experience\/confirmation\/?experience_id=1003528669835780\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/p><\/div>\n<p>While doing it they also broke down their ultimate goal sales, into subgoals. Here in with this stage 1 video their main goal was to just get views.<\/p>\n<h5><strong><span class=\"marker\">Stage 2 &#8211;<\/span><a href=\"\/?p=38093\" target=\"_blank\" rel=\"noopener\"><span class=\"marker\">Canvas ads<\/span><\/a><\/strong><\/h5>\n<p>In this stage, the magic starts happening. Now they gave more content about their changemakers and linked the story to their product. Let\u2019s see it in action:<\/p>\n<div id=\"attachment_62087\" style=\"width: 327px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.facebook.com\/ads\/experience\/confirmation\/?experience_id=362917451135827\"><img decoding=\"async\" aria-describedby=\"caption-attachment-62087\" class=\"wp-image-62087 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/03-TOMS_Image4.png\" alt=\"\" width=\"317\" height=\"539\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/03-TOMS_Image4.png 317w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/03-TOMS_Image4-176x300.png 176w\" sizes=\"(max-width: 317px) 100vw, 317px\" \/><\/a><p id=\"caption-attachment-62087\" class=\"wp-caption-text\"><a href=\"https:\/\/www.facebook.com\/ads\/experience\/confirmation\/?experience_id=362917451135827\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/p><\/div>\n<p>Stage 2 also consisted of a clever giveaway. They retargeted video views with a product giveaway on FB and IG where the prize was the shoes of the campaign. What was the set up here? \ud83e\udd14<\/p>\n<p>To participate in the giveaway you had to have to visit a specific landing page (which was specifically built for this campaign &#8211; another customization!) to choose their favorite pair and comment telling TOMS. Hence, the 1.3 thousand comments on this ad (by the way, they got more comments than reactions!).<\/p>\n<p>Let\u2019s have a look:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-62088\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/03-TOMS_Image5.jpg\" alt=\"\" width=\"448\" height=\"672\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/03-TOMS_Image5.jpg 448w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/03-TOMS_Image5-200x300.jpg 200w\" sizes=\"(max-width: 448px) 100vw, 448px\" \/><\/p>\n<p>The ad above is the UK one. What were the total numbers participants in the giveaways? Violaine Marty &#8211; Social Media Coordinator at TOMS says:<\/p>\n<blockquote><p><img decoding=\"async\" class=\"alignleft size-thumbnail wp-image-62089\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/toms-social-media-coordinator-150x150.jpeg\" alt=\"\" width=\"150\" height=\"150\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/toms-social-media-coordinator-150x150.jpeg 150w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/toms-social-media-coordinator-300x300.jpeg 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/toms-social-media-coordinator.jpeg 450w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/p>\n<p>The total amount of participants for all markets, was a whopping 5600 people.<\/p>\n<p>It&#8217;s a great number and we were very satisfied\u201d.<\/p>\n<p style=\"text-align: right;\"><span style=\"color: #000000;\">Violaine Marty &#8211; Social Media Coordinator at TOMS<\/span><\/p>\n<\/blockquote>\n<h5><strong><span class=\"marker\">Stage 3<\/span><\/strong><\/h5>\n<p>Here they retargeted people who view at least 25% of the videos, engaged with the canvas or engaged with the giveaway. This \u2018engaged\u2019 audience has was retargeted with products ads (dark posts, carousel, IG Stories).<\/p>\n<p>Notice again the level of customization. TOMS is customizing per\/placement.<\/p>\n<div id=\"attachment_62090\" style=\"width: 460px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.facebook.com\/ads\/experience\/confirmation\/?experience_id=2245257399128327\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" aria-describedby=\"caption-attachment-62090\" class=\"wp-image-62090 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/03-TOMS_Image6.png\" alt=\"\" width=\"450\" height=\"414\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/03-TOMS_Image6.png 450w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/03-TOMS_Image6-300x276.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/a><p id=\"caption-attachment-62090\" class=\"wp-caption-text\"><a href=\"https:\/\/www.facebook.com\/ads\/experience\/confirmation\/?experience_id=2245257399128327\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/p><\/div>\n<p>Above the Facebook desktop newsfeed, below the Instagram Stories placement:<\/p>\n<div id=\"attachment_62091\" style=\"width: 294px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.facebook.com\/ads\/experience\/confirmation\/?experience_id=298093964383303\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" aria-describedby=\"caption-attachment-62091\" class=\"wp-image-62091 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/03-TOMS_Image7.png\" alt=\"\" width=\"284\" height=\"507\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/03-TOMS_Image7.png 284w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/03-TOMS_Image7-168x300.png 168w\" sizes=\"(max-width: 284px) 100vw, 284px\" \/><\/a><p id=\"caption-attachment-62091\" class=\"wp-caption-text\"><a href=\"https:\/\/www.facebook.com\/ads\/experience\/confirmation\/?experience_id=298093964383303\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/p><\/div>\n<p>And this is the Instagram feed:<\/p>\n<div id=\"attachment_62092\" style=\"width: 601px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.facebook.com\/ads\/experience\/confirmation\/?experience_id=2245257399128327\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" aria-describedby=\"caption-attachment-62092\" class=\"wp-image-62092 size-large\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/Screen-Shot-2019-01-14-at-1.09.09-PM-591x1024.png\" alt=\"\" width=\"591\" height=\"1024\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/Screen-Shot-2019-01-14-at-1.09.09-PM-591x1024.png 591w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/Screen-Shot-2019-01-14-at-1.09.09-PM-173x300.png 173w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/Screen-Shot-2019-01-14-at-1.09.09-PM.png 640w\" sizes=\"(max-width: 591px) 100vw, 591px\" \/><\/a><p id=\"caption-attachment-62092\" class=\"wp-caption-text\"><a href=\"https:\/\/www.facebook.com\/ads\/experience\/confirmation\/?experience_id=2245257399128327\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/p><\/div>\n<p>If you think that\u2019s a lot of customization, then actually they took it even a step further.<\/p>\n<p>This stage 3 campaign was also customized by gender. There were different creatives for male and female.<\/p>\n<h5><span class=\"marker\">Stage 4<\/span><\/h5>\n<p>The cherry on top was the use of <a href=\"\/?p=34500\" target=\"_blank\" rel=\"noopener\">Dynamic Product Ad<\/a>.<\/p>\n<p>Besides building brand awareness on a new shoe category, TOMS ultimate goal of the campaign was to generate sales &#8211; that&#8217;s where the Dynamic Product Ad comes in.<\/p>\n<p>This ad was shown to people who looked at the products on the website. Remember the giveaway in stage 2? This is where the giveaway mechanism is interesting, as these people visited the product page to participate.<\/p>\n<ul class=\"list-custom\">\n<li>\n<h4>Results<\/h4>\n<\/li>\n<\/ul>\n<p>Thanks to the patience in the campaign build up (using a funnel) as opposed to direct response. This campaign got a lot of reach. Exactly how much? &#8211; 35 million people, to be precise. Violaine Marty &#8211; Social Media Coordinator at TOMS reveals to AdEspresso.<\/p>\n<p>What played a huge rule was the giveaway component.<\/p>\n<p>This generated a lot of engagement. in turn, this engagement resulted in a lot of traffic.<\/p>\n<blockquote><p><img decoding=\"async\" class=\"alignleft size-thumbnail wp-image-62089\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/toms-social-media-coordinator-150x150.jpeg\" alt=\"\" width=\"150\" height=\"150\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/toms-social-media-coordinator-150x150.jpeg 150w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/toms-social-media-coordinator-300x300.jpeg 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/toms-social-media-coordinator.jpeg 450w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/p>\n<p>During the month of October (the month where the campaign was running), we saw an increase of +10% of traffic on the website compared to last year.<\/p>\n<p>+7% in the UK, +13% in Germany, +17% in the Netherlands and +18% in France\u201d.<\/p>\n<p style=\"text-align: right;\"><span style=\"color: #000000;\">Violaine Marty &#8211; Social Media Coordinator at TOMS<\/span><\/p>\n<\/blockquote>\n<p>Audience building well done!<\/p>\n<p>They rocked it with the <a href=\"\/?p=57071\">estimated ad recall lift rate<\/a>:<\/p>\n<blockquote><p><img decoding=\"async\" class=\"alignleft size-thumbnail wp-image-62089\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/toms-social-media-coordinator-150x150.jpeg\" alt=\"\" width=\"150\" height=\"150\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/toms-social-media-coordinator-150x150.jpeg 150w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/toms-social-media-coordinator-300x300.jpeg 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/toms-social-media-coordinator.jpeg 450w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/p>\n<p>The average 6.6.%, highest in UK 8.21%.<\/p>\n<p>Plus a lot of people stuck along for the whole duration of the videos.<\/p>\n<p>We hit a VCR of 19%\u201d.<\/p>\n<p style=\"text-align: right;\"><span style=\"color: #000000;\">Violaine Marty &#8211; Social Media Coordinator at TOMS<\/span><\/p>\n<\/blockquote>\n<p>This funnel really rocked.<\/p>\n<ul class=\"list-custom\">\n<li>\n<h4>Takeaway and tips<\/h4>\n<\/li>\n<\/ul>\n<p>The biggest takeaway from this campaign is that it\u2019s more powerful to play for the long term as opposed seeking immediate gains. This was one of the most successful DPA campaigns that TOMS has ever done.<\/p>\n<p>What made this DPA crush it was the way they used the funnel. They put a lot of effort into mapping the customer journey and it paid off.<\/p>\n<p>It\u2019s remarkable how much effort was put into customization in this campaign. Customizing per\/market, per\/placements, per\/gender. If you thought your campaigns are as relevant, as they can be then this might inspire you for new heights.<\/p>\n<p>What\u2019s also noteworthy is the consistency throughout this funnel. From stage 1 to stage 4 the creative directions remained constant from start to finish. They introduced Joshua Coombes in stage 1 and stuck with it all the way until the DPA ad.<\/p>\n<p>This is what built the resonance in all touch points and made this funnel effective.<\/p>\n<h2>Best Facebook Ad Campaigns in 2018\u00a0<a id=\"grammarly\"><\/a><\/h2>\n<h3><a href=\"https:\/\/www.grammarly.com\/\" target=\"_blank\" rel=\"noopener\">Grammarly<\/a>\u00a0&#8211; Branding without spamming.<\/h3>\n<p>What you\u2019re about to witness is native advertising at its best. Grammarly has used a story of their user (a fascinating story) and elegantly stitched in a product plug for their product. It\u2019s done in such a natural way, that the product plug even feels complementary to telling the story.<\/p>\n<p>See by yourself:<\/p>\n<div class=\"video video-full-width \">\n            <iframe width=\"560\" height=\"315\" style=\"border: none; overflow: hidden;\" src=\"https:\/\/www.facebook.com\/plugins\/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fgrammarly%2Fvideos%2F295947004582379%2F&amp;show_text=0&amp;width=560\" scrolling=\"no\" frameborder=\"0\" allowtransparency=\"true\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe>\n          <\/div><!--\/.video-full-width.-->\n        \n<ul class=\"list-custom\">\n<li>\n<h4>Goal<\/h4>\n<\/li>\n<\/ul>\n<p>Grammarly goal with this campaign\u00a0was to do branding.<\/p>\n<ul class=\"list-custom\">\n<li>\n<h4>Implementation<\/h4>\n<\/li>\n<\/ul>\n<p>To meet their goal of branding, they\u2019ve had to design the campaign in a way that it would appeal to a large audience. They chose to use the storytelling approach.<\/p>\n<p>Creative wise they&#8217;ve gone for using a video, while keeping it to an optimal 2-minute length (1:53 to be precise \ud83e\udd13)<\/p>\n<p>The video finishes off with an\u00a0empowering message \u201cwrite the future\u201d. A very bold message isn\u2019t it? It certainly inspires one to take action. What a nice closure to an anyway inspiration packed video.<\/p>\n<p>Next, if you look at the link description of the ad, you\u2019ll see that they\u2019ve also fitted in an element of social proof &#8211; a review from Forbes. It goes a long way in building trust. Which is essential, since this ad was shown to people who never heard about Grammarly before.<\/p>\n<ul class=\"list-custom\">\n<li>\n<h4>Results<\/h4>\n<\/li>\n<\/ul>\n<p>How did this branding go for them? This campaign reached more than 5+ million people. That\u2019s a lot of people. \ud83d\udc6b\ud83d\udc6b\ud83d\udc6b\ud83d\udc6b\ud83d\udc6b\ud83d\udc6b<\/p>\n<p>Comparing to campaigns where the objective is sales this campaign being after brand awareness was aimed at a wider audience. To reach a wider audience it was important to tame their CPM &#8211; essentially cost for ad delivery&#8230; and so they did.<\/p>\n<p>The CPM was decreased by 76% when compared to direct response campaigns. A part of that is that the audience was bigger making the CPM more affordable, but most importantly the good engagement rate played into the decrease in CPM.<\/p>\n<p>So how good was the engagement? &#8211; pretty darn good. The video-view rate increased by 33% when compared to sales campaigns. Cost wise, they landed on $0.02 video views and $0.59 video completes. Though the main goal was the video view they also landed on a reasonable CPC of $1.87.<\/p>\n<p>Full metrics for you below:<\/p>\n<div id=\"attachment_62094\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-62094\" class=\"wp-image-62094\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/04-Grammarly_Image2-1024x317.png\" alt=\"\" width=\"800\" height=\"247\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/04-Grammarly_Image2-1024x317.png 1024w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/04-Grammarly_Image2-300x93.png 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/04-Grammarly_Image2.png 1184w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><p id=\"caption-attachment-62094\" class=\"wp-caption-text\">Courtesy: <a href=\"https:\/\/www.grammarly.com\/\" target=\"_blank\" rel=\"noopener\">Grammarly<\/a> (reproduction forbidden without mention)<\/p><\/div>\n<ul class=\"list-custom\">\n<li>\n<h4>Takeaways &amp; tips<\/h4>\n<\/li>\n<\/ul>\n<p>In the \u201cimplementation\u201d I broke down the CTA that they used \u201cwrite the future\u201d.<\/p>\n<p>The take-home message from this is that your video has to end with a CTA on the video. Ideally a bold one. But most importantly what I want to get across is that don\u2019t just rely on the Facebook automated CTA.<\/p>\n<p>Add your own CTA in the end of the video as text overlay. You might as well watch the ad video again, if you missed it. Do it. And also do a CTA ending for YOUR video \ud83d\ude09.<\/p>\n<p>Storytelling is a superweapon. Not many use it well.<\/p>\n<p>Here Grammarly made a textbook example of how to turn a story into a branding superweapon.<\/p>\n<p>Storytelling allows you to enter the mind of your ideal customer in a natural way. As opposed to shoving down the throat your product, being intrusive &#8211; which most ads out there are (let\u2019s be real), there\u2019s another way.<\/p>\n<p>We advise you to master the art of storytelling, by which you can show a better world with your product. This ad showed a better world with Grammarly. Now the question is, how is the world better with your product?<\/p>\n<h2>Best Facebook Ad Campaigns in 2018\u00a0<a id=\"loomer\"><\/a><a href=\"https:\/\/www.jonloomer.com\/\"><\/a><\/h2>\n<h3><a href=\"https:\/\/www.jonloomer.com\/\">Jon Loomer Digital<\/a>\u00a0&#8211; Thinking outside the box.<\/h3>\n<p>Facebook Lead Ads, what a powerful ad type. A seamless experience for your client to express interest in whatever you might be offering. All thanks to <a href=\"\/?p=49383\">automatically populating contact information<\/a>. However, what if a Lead Ad would be used for something else than: \u201cHi! Here\u2019s my lead magnet, but you\u2019ll have to give me your contact info to get it\u201d type of angle. We\u2019re about to find out!<\/p>\n<ul class=\"list-custom\">\n<li>\n<h4>Goal<\/h4>\n<\/li>\n<\/ul>\n<p>The goal of this campaign (yes, guessed it) &#8211; was to generate leads. Just in a different way. Let\u2019s see the campaign first:<\/p>\n<div id=\"attachment_62095\" style=\"width: 508px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-62095\" class=\"size-full wp-image-62095\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/05-JonLoomer_Image1.png\" alt=\"\" width=\"498\" height=\"765\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/05-JonLoomer_Image1.png 498w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/05-JonLoomer_Image1-195x300.png 195w\" sizes=\"(max-width: 498px) 100vw, 498px\" \/><p id=\"caption-attachment-62095\" class=\"wp-caption-text\"><a href=\"https:\/\/www.facebook.com\/pg\/jonloomerdigital\/ads\/?ref=page_internal\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/p><\/div>\n<ul class=\"list-custom\">\n<li>\n<h4>Implementation<\/h4>\n<\/li>\n<\/ul>\n<p>Jon Loomer Digital took an out-of-the-box approach to Facebook Lead Ads campaign type. They dared to ask the questions \u201cwhat if?\u201d.<\/p>\n<p>What if we run a quiz using the Facebook Lead Ads? Turning what would otherwise be a lead form into a quiz it&#8217;s a brilliant example of Creative thinking!<\/p>\n<p>There\u2019s one more thing that this approach achieved. Something that a regular Facebook Lead Ad would never achieve. By using a quiz they gamified the process.<\/p>\n<p>They flipped it from \u201cHi! Here\u2019s my lead magnet, but you\u2019ll have to give me your contact info to get it\u201d to \u201cHi! How would you do in my 9-question quiz?\u201d. This makes all of this fun, I\u2019m thinking about how well I\u2019ll do at the quiz I\u2019m excited.<\/p>\n<p>Therefore by the part of collecting the lead info, I\u2019m off-guard. Of course, I\u2019ll say \u201cyes\u201d to: \u201cProvide your email address at the end and I will send you the answers\u201d.<\/p>\n<div id=\"attachment_62096\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-62096\" class=\"wp-image-62096\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/05-JonLoomer_Image2.png\" alt=\"\" width=\"800\" height=\"804\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/05-JonLoomer_Image2.png 910w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/05-JonLoomer_Image2-150x150.png 150w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><p id=\"caption-attachment-62096\" class=\"wp-caption-text\"><a href=\"https:\/\/www.facebook.com\/pg\/jonloomerdigital\/ads\/?ref=page_internal\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/p><\/div>\n<p>I\u2019ll say \u201cyes\u201d because I can\u2019t wait to get my results, know how I did. S<\/p>\n<p>o it\u2019s the gamification that pulls the user in (just like MobileMonkey did with the Facebook Messenger Ad too).<\/p>\n<p>Later once I\u2019m already filling the quiz the <a href=\"https:\/\/www.influenceatwork.com\/principles-of-persuasion\/\">consistency bias<\/a> has kicked-in and converting one as a lead is so much easier.<\/p>\n<p>The \u201cthank you\u201d screen after completing the quiz and submitting your info looked like this:<\/p>\n<div id=\"attachment_62097\" style=\"width: 682px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-62097\" class=\"size-large wp-image-62097\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/05-JonLoomer_Image3-672x1024.png\" alt=\"\" width=\"672\" height=\"1024\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/05-JonLoomer_Image3-672x1024.png 672w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/05-JonLoomer_Image3-197x300.png 197w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/05-JonLoomer_Image3.png 738w\" sizes=\"(max-width: 672px) 100vw, 672px\" \/><p id=\"caption-attachment-62097\" class=\"wp-caption-text\"><a href=\"https:\/\/www.facebook.com\/pg\/jonloomerdigital\/ads\/?ref=page_internal\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/p><\/div>\n<ul class=\"list-custom\">\n<li>\n<h4>Results<\/h4>\n<\/li>\n<\/ul>\n<p>We must give our credit, this has been one slick set up by Jon Loomer Digital:<\/p>\n<p>Thinking outside the box? Yes, that was achieved without a doubt. How about the hard numbers though? Let the numbers speak for themselves:<\/p>\n<div id=\"attachment_62098\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-62098\" class=\"wp-image-62098\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/05-JonLoomer_Image4.png\" alt=\"\" width=\"800\" height=\"198\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/05-JonLoomer_Image4.png 700w, https:\/\/adespresso.com\/wp-content\/uploads\/2019\/01\/05-JonLoomer_Image4-300x74.png 300w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><p id=\"caption-attachment-62098\" class=\"wp-caption-text\">Source<\/p><\/div>\n<p>We only have the early results from this campaign (from November) at our disposal for the analysis.<\/p>\n<p>At that point, it had generated 61 leads at a CPL of $0.66. This is an impressive CPL!<\/p>\n<p>Total disclosure: after applying all the optimization we could think of to a classical Facebook Lead Ad, here at\u00a0AdEspresso we could get the CPL as low as $0.95. With this campaign, Jon Loomer Digital has beaten us.<\/p>\n<p>However, it must be mentioned that this CPL is far from scientific validity. One would need about 4x more conversions, <a href=\"https:\/\/conversionxl.com\/blog\/statistical-significance-does-not-equal-validity\/\">about 250 conversions to claim bare minimum scientific validity<\/a> of the CPL. So why are we highlighting this ad nonetheless?<\/p>\n<p>First, due to the out of the box approach. Secondly, this ad is still running, we presume it would be deactivated if it would be unsuccessful. I was just targeted with this ad roundabout 2 weeks ago from now. We\u2019re confident it\u2019s bringing good results due to the aforementioned gamification and consistency bias!<\/p>\n<ul class=\"list-custom\">\n<li>\n<h4>Takeaways &amp; tips<\/h4>\n<\/li>\n<\/ul>\n<p>What can you do differently now, seeing this slick &amp; creative use of Facebook Lead Ads?<\/p>\n<p>Think outside the box. The fact that Facebook designed this ad type for being a lead form, doesn\u2019t mean it can\u2019t be used for anything else. It can. Be courageous and you\u2019ll get an edge on your competitors.<\/p>\n<p>A lot of this analysis as talked about the creative use of the ad type. However, this campaign was great throughout.<\/p>\n<p>There\u2019s also a take-home message for us from the ad image.<\/p>\n<p>The ad image leaves the viewer wondering. It\u2019s just one-word \u201cQuiz\u201d, nothing else. It\u2019s so blunt. The person reading is left thinking \u201cA quiz? What type of quiz?\u201d. It creates curiosity provoking the person to take the time to read the ad text. Since the just can\u2019t wait to figure out \u201cWhat quiz is this?\u201d<\/p>\n<p>This is another parallel with the MobileMonkey campaign. There they achieve the same effect by using a unicorn as the ad image (a special unicorn).<\/p>\n<p>Think how could you leave the viewer wondering. Have a brainstorm session with your team.<\/p>\n<h2>Can You do Better Than These?<\/h2>\n<p>We\u2019ve given you a taste from all flavors.<\/p>\n<p>We\u2019ve gone through ads for getting sign-ups, ads driving people to Messenger, ads for generating brand awareness, quiz ads and of course ads for generating sales.<\/p>\n<p>This wide range should serve as an injection of inspiration for you.<\/p>\n<p>Hopefully resulting in taking your business into new heights in 2019 using Facebook ads. So that we could have YOUR ad in the TOP ads for this year, 2019 \ud83c\udfc6<\/p>\n<p>TL;DR? Ok, let&#8217;s boil it down to <strong>the 5 key takeaway messages<\/strong> then:<\/p>\n<ul class=\"list-custom points-list\">\n<li style=\"font-weight: 400;\"><strong>Be aligned with the Social<\/strong><strong>\u00a0Media mindset<\/strong><br \/>\nEvery single campaign we went through did it. Never forget that social media is about being social. You can make it fun: do a quiz (Jon Loomer Digital), use a unicorn (MobileMonkey) as the ad image. Sprinkle in some storytelling like Grammarly did instead of only direct response campaign, which are too intrusive and not aligned with social media mindset.<\/li>\n<li style=\"font-weight: 400;\"><strong>Map the customer journey<\/strong><br \/>\nIt is worth it. TOMS gave us a textbook example.<\/li>\n<li style=\"font-weight: 400;\"><strong>Be specific<\/strong><br \/>\nYour ad has to build relevance from the first second. If not, people will just keep on scrolling. Instead, you want to be like Promo: \u201cRunning a small business?\u201d. Have specificity in mind, always. Who is your ad for?<\/li>\n<li style=\"font-weight: 400;\"><strong>Embrace the new<\/strong><br \/>\nBe open to use new ad types like Messenger ads. If you didn\u2019t jump on the wagon in 2018, then let 2019 be the year you do. Moreover, also be open to try out old thing in a new way, just like using Facebook Lead Ad as a quiz instead (Jon Loomer Digital).<\/li>\n<li style=\"font-weight: 400;\"><strong>Use Gamification<\/strong><br \/>\nActually, this ties back to social media mindset. Make it fun, make it conversational &#8211; gamification achieves both. You should incorporate it into your campaigns.<\/li>\n<\/ul>\n<p>And now go and create your best Facebook and Instagram campaigns ever this year. We can&#8217;t wait to include you in our BestFacebookk Ads of the Year &#8211; 2019 edition!<\/p>\n<p><em><strong>What do you think of the above-mentioned campaigns? If you had stellar results in 2018 from any of your Facebook ad campaigns, we\u2019d love to hear about! Drop us a line in the comments below.<\/strong><\/em><\/p>\n<blockquote><p><img decoding=\"async\" class=\"alignleft size-thumbnail wp-image-62099\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/10\/Madis-Birk_0036_Screenshot.png\" alt=\"\" width=\"150\" height=\"150\" \/>Madis Birk is a Facebook Ads Consultant for Hootsuite and a Facebook Marketing Consultant for AdEspresso. He introduces himself as &#8220;A lean, mean, growth-focused Facebook advertising plug-in to your existing A-team. A digital marketing expert integrable into your winning strategy. Basically a One-Man-Growth-Team that will help business of any size to achieve the best Facebook advertising results without paying the premium agency fees&#8221;. If you want to get in touch with Madis, you can find him contacting\u00a0<a href=\"\/?page_id=49358\">AdEspresso Marketing Experts Team<\/a> or going to <a href=\"http:\/\/www.madisbirk.com\" target=\"_blank\" rel=\"noopener\">www.madisbirk.com<\/a>.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Are you ready to knock it out of the park and create your best Facebook ad campaign ever this year? 2019 just started and this is the perfect time to look back at what worked last year in the realm of Facebook ads, and how you can use those teachings to improve your results this<a class=\"more-link\" href=\"https:\/\/adespresso.com\/blog\/best-facebook-ad-campaigns\/\"> Read More <\/a><\/p>\n","protected":false},"author":17,"featured_media":62081,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[30,39,93],"tags":[196,167,80,169,183,170],"level":[5,3,4],"platform":[6],"target-user":[15,17,14,131,16,319],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The 5 Best Facebook Ad Campaigns That Killed It In 2018<\/title>\n<meta name=\"description\" content=\"We selected and analyzed the Top Five Facebook Ad Campaigns that outperformed the rest in 2018. 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