As the summer solstice came and went, so did a number of social ad campaigns this past week. Top advertisers on Facebook mobile took advantage of the season, launching new campaigns to promote everything from discounted mobile phone plans to weekly grocery specials.
Here’s a peak at a couple of the biggest campaigns by spend and impressions released on social last week. This data is powered by our panel-based, social ad tracking intelligence - data our customers have access to daily, detailing any brand’s advertising strategy across device-types.
Over the last week, Sprint supercharged their social spend and launched a number of new Facebook mobile creatives in the process. Seventy percent of the brand’s digital spend since June 18th was focused on social - a big increase from the 45% spent on social YTD.
The cellular company released over 300 unique Facebook mobile creatives between June 21st & June 22nd, while the brand’s impressions spiked to 1.5X their 30 day average.
Social creatives were targeted to potential consumers based on location promoting in-store deals. The new creatives showcased a “Get Directions" call-to-action to push in-store visits.
Interestingly enough, Sprint launched this campaign on a Thursday to reach consumers throughout the weekend. Spend and impressions began trailing off on Saturday.
Whole Foods Market
No mailers for this market! The grocer (owned by Amazon) has drilled into social advertising lately to promote weekly specials.
On June 13th, Whole Foods launched 134 unique Facebook mobile creatives followed by another batch the next day. Their version of a “flyer,” the campaign ran until June 19th promoting grilling specials for the summer kick-off.
While the brand typically runs carousel post ads on Facebook mobile, the “flyer” campaigns (first seen in May) are meant for one activity only: clicking through to see more specials. YTD, nearly 80% of Whole Foods’ digital advertising budget has been on Facebook mobile.
New York Times Company
We recently looked at how publishers are turning to social to increase brand awareness and expand readership, and how the New York Times was leading the charge.
With a new campaign promoting half off a subscription, the NYT Company is still ahead of their competition on Facebook mobile. Nearly forty link post creatives were launched on June 11th, accompanied by the brand’s social impressions spiking by 2X their 30 day average.
On June 21st, social impressions surged again by 1.2X, following another batch of new creatives targeting top state California.
Several different colors were used to test ad variations on Facebook mobile, including tones of purple, green, peach, yellow, and red.
Source: Pathmatics Social Advertising Data.