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Optimization of promotion processes for Halloween event at KidsWill

Vyacheslav Aksyuta, a graduate of the WebPromoExperts Academy, spoke about how he became an Internet marketer in the KidsWill Children’s City of Professions project and shared his experience in promoting events.

What is KidsWill?

KidsWill city of professions is designed for children who are interested in different professions. KidsWill has educational and educational functions: children can come, play, tell, watch, spend, earn. Events work well to attract new customers.

The goals of the Halloween event

  1. Revitalize interest already warm, familiar with KidsWill audience.

  2. You need to expand your reach to new members.

  3. Stimulate the activity of participation in the holiday. Every year in the children’s Halloween party about 100 children take part in the children’s costume competition. This is our minimum task.

  4. Introducing a new feature is involving all family members in a children’s party. Usually, when parents come with their children, the children participate in a costume contest, perform, show some cool tricks. The parents themselves do not participate, but support the children. It was decided to expand the boundaries a little and invite parents to participate with their children, so that it would be interesting for the whole family.

Stages of event promotion

Creating an event Landing page

To attract parents and children to the holiday, we created a landing page with detailed information.

Working with Facebook event

When you create an event on Facebook, try to post as much information as possible. Because the people who interact with you and try to follow you press the button “Interested” or “I will go.” This audience is automatically included in the pool of people who will receive all notifications about the event. The more information you put into an event, the more people will know about it.

We tried to upload interesting videos of past events, news about the event, gifts from partners, and some other goodies to the maximum. We regularly posted everything that we had about this event on Facebook.

Registration statistics

In order to track the number of registrations for the children’s cosplay competition, we created a profile in Google Forms. We collected contacts: names, surnames, age of children, name of the costume. We wanted to know what audience is waiting for us, how many people should come. This is how we studied the interest of the audience.

We know from experience that there can be many applications, but in fact, not all of them are converted offline, not all come. When making a Google Form, make it shorter and simpler. The trickier the registration form, the more difficult it will be for clients to fill it out. There will be fewer applications from this.

Facebook ad campaign goals

Consider the Engagement advertising goal.

Our goal is to respond to invitations. There were two different audiences: friends of friends and by job. We targeted a “cold” audience, which is not entirely familiar to us. This is an expensive goal – responses to events, because for the amount that Facebook offers, we can advertise in a different way. For example, in a different advertising purpose, we can get a lot more reach and impressions. However, in our case, it’s worth it. Because if people subscribed (or clicked “I’m going”), then they automatically got into 100% organic or paid coverage. This audience will see all posts.

Consider the Instagram Engagement advertising goal.

Our audience is women aged 25-45. We have created many different audiences: look a like, custom, visiting certain pages.

Don’t forget to work with the pixel.

Try to keep track of what people have visited, what they were interested in. The pixel will show the “warm” audience.


From the editor. We advise you to check out the article “How to install and configure a Facebook Pixel event in 20 minutes without the help of developers”.


Let’s analyze the advertising goal “Traffic”.

For this, we created a landing page.

Consider an example of a “cold” audience that is as close as possible to us in terms of interests, demographics, or hobbies.

We split the audience into different details. We tried to segment, break into small audiences in order to interact with customers more precisely.

If you make one advertising goal, one campaign and immediately pour the entire budget on it, then not everything can work out right away. Everything needs to be tested. We did a little test. We manually split them into small audiences, ran ads and tried to analyze where the goal or campaign worked best.

When working with “cold” or “warm” audiences, try to change creatives and messages in order to introduce the “cold” audience to you, and to help the “warm” audience to discuss something in detail, go deeper.

Now the “warm” audience. We have created traffic to a custom audience (by request). If you have such a customer base, then use it, because this is the “hottest” audience that you know and interact with. Try to give her some information and interact with her. Working with a “warm” audience is a must.

We decided to experiment with Instagram Stories.

Conducted a small test that focused on interests. We were interested in how different audiences interact. We tested various interests. There was the same creative, the same message, but different audiences. This is how we determined which audience was the most useful.

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Our last advertising target was Reach.

We used it in order to expand the area of ​​influence, so that more people know about us, so that they interact with us, and then, through some kind of remarketing, we could catch up with them and interact again in order to tighten the result .

Attracting new audiences with giveaways

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We decided to support organic traffic with a drawing. It’s free and nothing is required from us. It is good if there are some partners or someone else who can send some gifts. And if not, then you can independently, at the expense of your own efforts, play a ticket, an invitation, some branded items.

We had partners who provided cool gifts for our target audience – parents with children. With practical jokes, we stimulated our audience, made the last point impact so that they did not doubt and would definitely come to us. We played really cool gifts. Children, when they went to participate in the costume competition, knew that they were participating for a reason. Any child could get some kind of prize. And when there is a cool prize, it fuels interest in the event.

Halloween results in KidsWill

What did we get in the end? On the day of the event, the children’s city of professions was visited by about 1,200 people. Everyone learned about us, interacted with us. People came in themed costumes, with a certain make-up.

We have collected more than 100 preliminary applications for the cosplay competition. The figure is not very large, since the Google form does not always convert correctly. In fact, there were more than 120 participants. Even more came than we expected, and it was a pleasant surprise. Because when you do some activities, you think that if half comes, then it’s already good.

We have actively attracted parents to participate in the cosplay competition. Previously, parents came, watched, got sick, but did not participate. This year we made our parents participate with their children. It was very beautiful when whole families came – dad, mom in costumes of witches, Dracula, wolves. The parents were happy, because they came not only to cheer for the child, but they themselves took part.

Conclusions

We recommend testing and combining different types of advertising goals. If someone has a Selling Tickets task, then perhaps use the Conversion goal. We chose three goals that worked for us. Try different goals, compare their metrics, try to interact with them and see what you get.

It is very important to work with both “warm” and “cold” audiences, because you cannot drive everything into one gate. There are people who already know you, they are interested in some kind of insight, some useful information at your event, some goodies. And the “cold” audience needs to get to know you. Try to share this with different creatives and messages. To avoid one text, one layout for all audiences.

Constantly stir up interest in your event. People signing up for your event will want some information. Record a video, publish some gifts, some information about the amount in which the hour will start and end. It is very good that the schedule of events has now appeared on Facebook. A large number of frequently asked questions immediately disappear: “At what time is the beginning and end?”, “When will there be a gift?”, “At what time will this or this competition begin?”

Use activation to support organic reach. It all depends on the quality of the content you publish. Because if people are interested in what you are saying or posting, they will get involved in it. Try to hold some kind of sweepstakes, contests, some minimal activations.

The downside will be “prizes” that will come for gifts. They will bring nothing to your business. But there are interesting different mechanics for that. Our target audience is parents with children, women. It was for them that we selected special gifts that were interesting to them. Therefore, if you are making an activation, try to attract your audience as much as possible, so that it is involved and disposed towards you, so that it can then bring some benefit to the business after this rally.

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