GAA BRAND LIFT
We utilised a Facebook brand lift study to raise awareness of GAANOW during the key 2018 Championship season, and revealed important insights into the most effective ad creative for Instagram Stories.
Our Goal - Taking Aim At Awareness
The GAA wanted to promote its online content platform, GAANOW, which provides match highlights, video clips and archive footage. The association asked us to help increase awareness among relevant audiences and drive traffic and engagement on the platform.
Our Solution - Bringing Multiple Placements into Play
We identified that the GAA appealed to the wider sports fan, in addition to a younger, mobile-first audiences. With these insights in mind, we devised a summer campaign around key fixtures that would promote GAANOW with multiple audience segments in the most engaging ways possible.
We used interest-based targeting to show video ads to Irish sports fans across the Facebook Network during summer 2018, promoting the GAA’s real-time video content.
To assess campaign performance, 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 Success- Invaluable insights
The GAA’s 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
Read our full case study to learn more on how we utilised a Facebook Brand Lift study to identify the best-performing ad creative for the GAA.
“Fifty-Three Six opened our eyes to what we could do with video. By combining strategic thinking with new creative concepts and a sophisticated approach to performance marketing, we gained not only new insights, but significantly better results than in previous campaigns. We saw overall impressions increasing by 50% and strong engagement across the Facebook platform.”
— Lisa Hayden, Digital Content Manager, GAA