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Baku2015 instagram ads campaign report

Elena Smirnova
Elena Smirnova

The document provides results from a campaign on Instagram promoting the 2015 European Games held in Baku. Key results include: - The campaign reached over 3 million people across the UK, Germany and France. - Video ads performed best in the UK, with the ad about the closing ceremony reaching over 400,000 people. - Survey results found a significant 14 point lift in ad recall, 8 point lift in brand awareness, and 7 point lift in campaign awareness from the exposed group compared to controls.

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Confidential | Do Not Distribute Business Euromedia | Campaign Results July 2015
Euromedia | Confidential|Business 2 Contents 1 2 3 4 Key Learnings How your brand performed Summary of your campaign Appendix
Euromedia | Confidential|Business A look at your campaigns performance Campaign Overview
Euromedia | Confidential|Business 4 Quick Stats Results are from 10th June 28th June 2015 Target Audience United Kingdom, Germany, France, M/F, 18 35 PEOPLE REACHED 3.17M 3,166,174 TOTAL IMPRESSIONS 5.98M 5,985,698 SPEND 200K USD 200,001 AVERAGE FREQUENCY PER PERSON 1.89 1.89
Euromedia | Confidential|Business Video 際際滷s United Kingdom
Euromedia | Confidential|Business 6 Video Ad: Performance 1st #EuropeanGames #Baku2015. The countdown has begun! Watch LIVE on BT Sport at 16:55. 788K PEOPLE REACHED 788,142 IMPRESSIONS 812,820 86.0K VIDEO VIEWS 86,009 10.9% VIDEO VIEW RATE COMPLETED VIEWS 14,500 COMPLETED VIEW RATE
Euromedia | Confidential|Business 7 Video Ad: Performance #EuropeanGames #Baku2015. 6000 athletes. 50 countries. 1 magical setting. On BT Sport 1.52M PEOPLE REACHED 1,522,264 IMPRESSIONS 1,773,660 327K VIDEO VIEWS 326,807 21.4% VIDEO VIEW RATE COMPLETED VIEWS 50,697 COMPLETED VIEW RATE
Euromedia | Confidential|Business 8 Video Ad: Performance 1st #EuropeanGames #Baku2015. Closing Ceremony 28 June 2015. LIVE on Baku2015.com 407K PEOPLE REACHED 406,604 IMPRESSIONS 414,916 57.4K VIDEO VIEWS 57,372 14.1% VIDEO VIEW RATE COMPLETED VIEWS 11,768 COMPLETED VIEW RATE
Euromedia | Confidential|Business Video 際際滷s Germany
Euromedia | Confidential|Business 10 Video Ad: Performance 1st #EuropeanGames # Baku2015. The countdown is running! LIVE June 12 17:30 on Sport 1 439K PEOPLE REACHED 439,116 IMPRESSIONS 452,389 51.9K VIDEO VIEWS 51,942 11.8% VIDEO VIEW RATE COMPLETED VIEWS 9,517 COMPLETED VIEW RATE
Euromedia | Confidential|Business 11 Video Ad: Performance 1st #EuropeanGames # Baku2015. 12th-28th June 2015. 6000 athletes. 50 countries. On Sports 1 854K PEOPLE REACHED 853,778 IMPRESSIONS 1,064,296 165K VIDEO VIEWS 165,512 19.3 % VIDEO VIEW RATE COMPLETED VIEWS 29,316 COMPLETED VIEW RATE
Euromedia | Confidential|Business 12 Video Ad: Performance 1st #EuropeanGames # Baku2015. Closing Ceremony June 28, 2015. LIVE on Baku2015.com 158K PEOPLE REACHED 158,542 IMPRESSIONS 162,176 23.3K VIDEO VIEWS 23,276 14.6% VIDEO VIEW RATE COMPLETED VIEWS 5,723 COMPLETED VIEW RATE
Euromedia | Confidential|Business Video 際際滷s France
Euromedia | Confidential|Business 14 Video Ad: Performance 1st #EuropeanGames # Baku2015. 6000 athletes. 50 payss. 12 to 28 June 2015. On 21 Team 328K PEOPLE REACHED 328,097 IMPRESSIONS 337,209 36.0K VIDEO VIEWS 36,025 10.9% VIDEO VIEW RATE COMPLETED VIEWS 7,372 COMPLETED VIEW RATE
Euromedia | Confidential|Business 15 Video Ad: Performance #EuropeanGames # Baku2015. June 12 6:00 p.m. on Team 21. The countdown has begun! 708K PEOPLE REACHED 708,506 IMPRESSIONS 853,747 141K VIDEO VIEWS 141,020 19.9% VIDEO VIEW RATE COMPLETED VIEWS 24,545 COMPLETED VIEW RATE
Euromedia | Confidential|Business 16 Video Ad: Performance 1st #EuropeanGames # Baku2015. Closing ceremony 28 June 2015. LIVE on Baku2015.com 112K PEOPLE REACHED 111,901 IMPRESSIONS 114,485 15.6K VIDEO VIEWS 15,604 13.9% VIDEO VIEW RATE COMPLETED VIEWS 3,728 COMPLETED VIEW RATE
Euromedia | Confidential|Business 17 Reach Delivered by Demographics 64.81% of the total reach was delivered to the 18-24 age group 27% 14% 1% 38% 20% 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 18-24 25-34 35-44 Reach across the Target Audience Male Female
Euromedia | Confidential|Business 18 Creative Overview 1st #EuropeanGames #Baku2015. The countdown has begun! Watch LIVE on BT Sport at 16:55. 1st #EuropeanGames #Baku2015. Closing Ceremony 28 June 2015. LIVE on Baku2015.com Countdown UK New text BMX UK #EuropeanGames #Baku2015. 6000 athletes. 50 countries. 1 magical setting. On BT Sport BMX UK
Euromedia | Confidential|Business 19 Creative Overview #EuropeanGames # Baku2015. June 12 6:00 p.m. on Team 21. The countdown has begun! 1st #EuropeanGames # Baku2015. Closing ceremony 28 June 2015. LIVE on Baku2015.com Countdown FR New text BMX FR 1st #EuropeanGames # Baku2015. 6000 athletes. 50 payss. 12 to 28 June 2015. On 21 Team BMX FR
Euromedia | Confidential|Business 20 Creative Overview 1st #EuropeanGames # Baku2015. The countdown is running! LIVE June 12 17:30 on Sport 1 1st #EuropeanGames # Baku2015. Closing Ceremony June 28, 2015. LIVE on Baku2015.com Countdown DE New text BMX DE 1st #EuropeanGames # Baku2015. 12th-28th June 2015. 6000 athletes. 50 countries. On Sports 1 BMX DE
Euromedia | Confidential|Business 21 People Engaging* with Ads *Not an indication of advertising effectiveness Ad Name BMX UK BMX DE Countdown UK BMX FR Countdown DE New text BMX UK Countdown FR New text BMX DE New text BMX FR Reach 1,522,264 853,778 788,142 708,506 439,116 406,604 328,097 158,542 111,901 Frequency 1.17 1.25 1.03 1.20 1.03 1.02 1.03 1.02 1.02 Like Rate 1.09% 1.70% 0.85% 1.81% 1.44% 0.77% 1.52% 1.34% 1.42% Comment rate 0.01% 0.01% 0.01% 0.01% 0.02% 0.01% 0.02% 0.01% 0.01%
Euromedia | Confidential|Business How your brand performed against your campaign objectives (On the basis of Nielsen Brand Effect Studies) Brand Performance
Euromedia | Confidential|Business 23 Polling Methodology Ads displayed to Instagram users Randomized control groups are generated 1 2 Polls served to exposed and control group3 Results analyzed to measure lift in key brand metrics 4
Euromedia | Confidential|Business 24 Summary of your Survey CAMPAIGN DATES DATA COLLECTION 5,500 2,513 Control Respondents Exposed Respondents QUESTIONS TESTED ≒ Ad Recall ≒ Brand Awareness ≒ Campaign Awareness 06/09 06/24 06/10 06/28
Euromedia | Confidential|Business 25 Significant 14 point lift in ad recall ≒ The campaign generated a significant 14 point lift in ad recall between the control and exposed group. The lift in ad recall was highest amongst males, where a significant 18 point lift was observed. This campaign performed 2.4X better than the Nielsen average (+6pts), indicating that the campaign achieved high cut through. Significant 8 point lift in brand awareness ≒ The campaign drove a significant 8 point lift in awareness of 2015 European Games between the control and exposed group. The lift in brand awareness was highest amongst the 25-35 age group, where a significant 10 point lift was observed. This lift in brand awareness is 2.7x higher than Nielsens brand awareness and the Instagrams brand awareness norms, indicating that the audience is well aware of the event. Significant 7 point lift in campaign awareness ≒ The campaign drove a significant 7 point lift in awareness of the Baku 2015 campaign between the control and exposed group. The lift in campaign awareness was highest amongst males, where a significant 9 point lift was observed. This lift in campaign awareness is 1.8x higher than Nielsens campaign awareness norms generally and 2.3x times higher than Instagrams campaign awareness norms. Key Findings
Euromedia | Confidential|Business Do you recall seeing an ad for the Baku 2015 European Games on Instagram in the past 7 days? Target Answer : Yes
Euromedia | Confidential|Business Significant 14 point lift in recall of ads for Baku 2015 European Games between the control and exposed group Results that are statistically significant are denoted with an asterisk (*)
Euromedia | Confidential| Business Significant 18 point lift in recall of ads for Baku 2015 European Games amongst males Results that are statistically significant are denoted with an asterisk (*)
Euromedia | Confidential|Business Have you heard of the Baku 2015 European Games? Target Answer : Yes
Euromedia | Confidential| Business Significant 8 point lift in awareness of Baku 2015 European Games between the control and exposed group Results that are statistically significant are denoted with an asterisk (*)
Euromedia | Confidential| Business Significant 10 point lift in awareness of Baku 2015 European Games amongst the 25-35 age group Results that are statistically significant are denoted with an asterisk (*)
Euromedia | Confidential|Business Have you heard of the Baku2015 campaign? Target Answer : Yes
Euromedia | Confidential| Business Significant 7 point lift in awareness of the Baku 2015 campaign between the control and exposed group Results that are statistically significant are denoted with an asterisk (*)
Euromedia | Confidential| Business Significant 9 point lift in awareness of the Baku 2015 campaign amongst males Results that are statistically significant are denoted with an asterisk (*)
Euromedia | Confidential|Business Key Learnings for your Instagram Brand Learnings
Euromedia | Confidential|Business Key Learnings (To be filled in)
Euromedia | Confidential|Business Thank You
Euromedia | Confidential|Business Appendix
Euromedia | Confidential|Business 39 Reach and Frequency by creative The Euromedia campaign on Instagram recorded around 591K insertions per ad creative with the maximum insertions observed for BMX UK NOTE: An insertion is counted when an ad story is placed in between two new organic stories for a user and the user sees that ad story. 1,522,264 853,778 788,142 708,506 439,116 406,604 328,097 158,542 111,901 0 400,000 800,000 1,200,000 1,600,000 BMX UK BMX DE Countdown UK BMX FR Countdown DE New text BMX UK Countdown FR New text BMX DE New text BMX FR Stories inserted by creative 1.17 1.25 1.03 1.20 1.03 1.02 1.03 1.02 1.02 0.00 0.20 0.40 0.60 0.80 1.00 1.20 1.40 BMX UK BMX DE Countdown UK BMX FR Countdown DE New text BMX UK Countdown FR New text BMX DE New text BMX FR Frequency by creative

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Baku2015 instagram ads campaign report

  • 1. Confidential | Do Not Distribute Business Euromedia | Campaign Results July 2015
  • 2. Euromedia | Confidential|Business 2 Contents 1 2 3 4 Key Learnings How your brand performed Summary of your campaign Appendix
  • 3. Euromedia | Confidential|Business A look at your campaigns performance Campaign Overview
  • 4. Euromedia | Confidential|Business 4 Quick Stats Results are from 10th June 28th June 2015 Target Audience United Kingdom, Germany, France, M/F, 18 35 PEOPLE REACHED 3.17M 3,166,174 TOTAL IMPRESSIONS 5.98M 5,985,698 SPEND 200K USD 200,001 AVERAGE FREQUENCY PER PERSON 1.89 1.89
  • 5. Euromedia | Confidential|Business Video 際際滷s United Kingdom
  • 6. Euromedia | Confidential|Business 6 Video Ad: Performance 1st #EuropeanGames #Baku2015. The countdown has begun! Watch LIVE on BT Sport at 16:55. 788K PEOPLE REACHED 788,142 IMPRESSIONS 812,820 86.0K VIDEO VIEWS 86,009 10.9% VIDEO VIEW RATE COMPLETED VIEWS 14,500 COMPLETED VIEW RATE
  • 7. Euromedia | Confidential|Business 7 Video Ad: Performance #EuropeanGames #Baku2015. 6000 athletes. 50 countries. 1 magical setting. On BT Sport 1.52M PEOPLE REACHED 1,522,264 IMPRESSIONS 1,773,660 327K VIDEO VIEWS 326,807 21.4% VIDEO VIEW RATE COMPLETED VIEWS 50,697 COMPLETED VIEW RATE
  • 8. Euromedia | Confidential|Business 8 Video Ad: Performance 1st #EuropeanGames #Baku2015. Closing Ceremony 28 June 2015. LIVE on Baku2015.com 407K PEOPLE REACHED 406,604 IMPRESSIONS 414,916 57.4K VIDEO VIEWS 57,372 14.1% VIDEO VIEW RATE COMPLETED VIEWS 11,768 COMPLETED VIEW RATE
  • 10. Euromedia | Confidential|Business 10 Video Ad: Performance 1st #EuropeanGames # Baku2015. The countdown is running! LIVE June 12 17:30 on Sport 1 439K PEOPLE REACHED 439,116 IMPRESSIONS 452,389 51.9K VIDEO VIEWS 51,942 11.8% VIDEO VIEW RATE COMPLETED VIEWS 9,517 COMPLETED VIEW RATE
  • 11. Euromedia | Confidential|Business 11 Video Ad: Performance 1st #EuropeanGames # Baku2015. 12th-28th June 2015. 6000 athletes. 50 countries. On Sports 1 854K PEOPLE REACHED 853,778 IMPRESSIONS 1,064,296 165K VIDEO VIEWS 165,512 19.3 % VIDEO VIEW RATE COMPLETED VIEWS 29,316 COMPLETED VIEW RATE
  • 12. Euromedia | Confidential|Business 12 Video Ad: Performance 1st #EuropeanGames # Baku2015. Closing Ceremony June 28, 2015. LIVE on Baku2015.com 158K PEOPLE REACHED 158,542 IMPRESSIONS 162,176 23.3K VIDEO VIEWS 23,276 14.6% VIDEO VIEW RATE COMPLETED VIEWS 5,723 COMPLETED VIEW RATE
  • 14. Euromedia | Confidential|Business 14 Video Ad: Performance 1st #EuropeanGames # Baku2015. 6000 athletes. 50 payss. 12 to 28 June 2015. On 21 Team 328K PEOPLE REACHED 328,097 IMPRESSIONS 337,209 36.0K VIDEO VIEWS 36,025 10.9% VIDEO VIEW RATE COMPLETED VIEWS 7,372 COMPLETED VIEW RATE
  • 15. Euromedia | Confidential|Business 15 Video Ad: Performance #EuropeanGames # Baku2015. June 12 6:00 p.m. on Team 21. The countdown has begun! 708K PEOPLE REACHED 708,506 IMPRESSIONS 853,747 141K VIDEO VIEWS 141,020 19.9% VIDEO VIEW RATE COMPLETED VIEWS 24,545 COMPLETED VIEW RATE
  • 16. Euromedia | Confidential|Business 16 Video Ad: Performance 1st #EuropeanGames # Baku2015. Closing ceremony 28 June 2015. LIVE on Baku2015.com 112K PEOPLE REACHED 111,901 IMPRESSIONS 114,485 15.6K VIDEO VIEWS 15,604 13.9% VIDEO VIEW RATE COMPLETED VIEWS 3,728 COMPLETED VIEW RATE
  • 17. Euromedia | Confidential|Business 17 Reach Delivered by Demographics 64.81% of the total reach was delivered to the 18-24 age group 27% 14% 1% 38% 20% 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 18-24 25-34 35-44 Reach across the Target Audience Male Female
  • 18. Euromedia | Confidential|Business 18 Creative Overview 1st #EuropeanGames #Baku2015. The countdown has begun! Watch LIVE on BT Sport at 16:55. 1st #EuropeanGames #Baku2015. Closing Ceremony 28 June 2015. LIVE on Baku2015.com Countdown UK New text BMX UK #EuropeanGames #Baku2015. 6000 athletes. 50 countries. 1 magical setting. On BT Sport BMX UK
  • 19. Euromedia | Confidential|Business 19 Creative Overview #EuropeanGames # Baku2015. June 12 6:00 p.m. on Team 21. The countdown has begun! 1st #EuropeanGames # Baku2015. Closing ceremony 28 June 2015. LIVE on Baku2015.com Countdown FR New text BMX FR 1st #EuropeanGames # Baku2015. 6000 athletes. 50 payss. 12 to 28 June 2015. On 21 Team BMX FR
  • 20. Euromedia | Confidential|Business 20 Creative Overview 1st #EuropeanGames # Baku2015. The countdown is running! LIVE June 12 17:30 on Sport 1 1st #EuropeanGames # Baku2015. Closing Ceremony June 28, 2015. LIVE on Baku2015.com Countdown DE New text BMX DE 1st #EuropeanGames # Baku2015. 12th-28th June 2015. 6000 athletes. 50 countries. On Sports 1 BMX DE
  • 21. Euromedia | Confidential|Business 21 People Engaging* with Ads *Not an indication of advertising effectiveness Ad Name BMX UK BMX DE Countdown UK BMX FR Countdown DE New text BMX UK Countdown FR New text BMX DE New text BMX FR Reach 1,522,264 853,778 788,142 708,506 439,116 406,604 328,097 158,542 111,901 Frequency 1.17 1.25 1.03 1.20 1.03 1.02 1.03 1.02 1.02 Like Rate 1.09% 1.70% 0.85% 1.81% 1.44% 0.77% 1.52% 1.34% 1.42% Comment rate 0.01% 0.01% 0.01% 0.01% 0.02% 0.01% 0.02% 0.01% 0.01%
  • 22. Euromedia | Confidential|Business How your brand performed against your campaign objectives (On the basis of Nielsen Brand Effect Studies) Brand Performance
  • 23. Euromedia | Confidential|Business 23 Polling Methodology Ads displayed to Instagram users Randomized control groups are generated 1 2 Polls served to exposed and control group3 Results analyzed to measure lift in key brand metrics 4
  • 24. Euromedia | Confidential|Business 24 Summary of your Survey CAMPAIGN DATES DATA COLLECTION 5,500 2,513 Control Respondents Exposed Respondents QUESTIONS TESTED ≒ Ad Recall ≒ Brand Awareness ≒ Campaign Awareness 06/09 06/24 06/10 06/28
  • 25. Euromedia | Confidential|Business 25 Significant 14 point lift in ad recall ≒ The campaign generated a significant 14 point lift in ad recall between the control and exposed group. The lift in ad recall was highest amongst males, where a significant 18 point lift was observed. This campaign performed 2.4X better than the Nielsen average (+6pts), indicating that the campaign achieved high cut through. Significant 8 point lift in brand awareness ≒ The campaign drove a significant 8 point lift in awareness of 2015 European Games between the control and exposed group. The lift in brand awareness was highest amongst the 25-35 age group, where a significant 10 point lift was observed. This lift in brand awareness is 2.7x higher than Nielsens brand awareness and the Instagrams brand awareness norms, indicating that the audience is well aware of the event. Significant 7 point lift in campaign awareness ≒ The campaign drove a significant 7 point lift in awareness of the Baku 2015 campaign between the control and exposed group. The lift in campaign awareness was highest amongst males, where a significant 9 point lift was observed. This lift in campaign awareness is 1.8x higher than Nielsens campaign awareness norms generally and 2.3x times higher than Instagrams campaign awareness norms. Key Findings
  • 26. Euromedia | Confidential|Business Do you recall seeing an ad for the Baku 2015 European Games on Instagram in the past 7 days? Target Answer : Yes
  • 27. Euromedia | Confidential|Business Significant 14 point lift in recall of ads for Baku 2015 European Games between the control and exposed group Results that are statistically significant are denoted with an asterisk (*)
  • 28. Euromedia | Confidential| Business Significant 18 point lift in recall of ads for Baku 2015 European Games amongst males Results that are statistically significant are denoted with an asterisk (*)
  • 29. Euromedia | Confidential|Business Have you heard of the Baku 2015 European Games? Target Answer : Yes
  • 30. Euromedia | Confidential| Business Significant 8 point lift in awareness of Baku 2015 European Games between the control and exposed group Results that are statistically significant are denoted with an asterisk (*)
  • 31. Euromedia | Confidential| Business Significant 10 point lift in awareness of Baku 2015 European Games amongst the 25-35 age group Results that are statistically significant are denoted with an asterisk (*)
  • 32. Euromedia | Confidential|Business Have you heard of the Baku2015 campaign? Target Answer : Yes
  • 33. Euromedia | Confidential| Business Significant 7 point lift in awareness of the Baku 2015 campaign between the control and exposed group Results that are statistically significant are denoted with an asterisk (*)
  • 34. Euromedia | Confidential| Business Significant 9 point lift in awareness of the Baku 2015 campaign amongst males Results that are statistically significant are denoted with an asterisk (*)
  • 35. Euromedia | Confidential|Business Key Learnings for your Instagram Brand Learnings
  • 36. Euromedia | Confidential|Business Key Learnings (To be filled in)
  • 39. Euromedia | Confidential|Business 39 Reach and Frequency by creative The Euromedia campaign on Instagram recorded around 591K insertions per ad creative with the maximum insertions observed for BMX UK NOTE: An insertion is counted when an ad story is placed in between two new organic stories for a user and the user sees that ad story. 1,522,264 853,778 788,142 708,506 439,116 406,604 328,097 158,542 111,901 0 400,000 800,000 1,200,000 1,600,000 BMX UK BMX DE Countdown UK BMX FR Countdown DE New text BMX UK Countdown FR New text BMX DE New text BMX FR Stories inserted by creative 1.17 1.25 1.03 1.20 1.03 1.02 1.03 1.02 1.02 0.00 0.20 0.40 0.60 0.80 1.00 1.20 1.40 BMX UK BMX DE Countdown UK BMX FR Countdown DE New text BMX UK Countdown FR New text BMX DE New text BMX FR Frequency by creative