Millennials use social media a lot to get information. Instead of going to many different websites, they make a list of what they want to see on social media. They read news, see updates from government, share their thoughts on current topics, and learn about their favorite brands there.
Social media is now a big way for brands to communicate. It’s becoming just as important as TV, newspapers, and billboards.
On Twitter, people share things by retweeting and using hashtags. Instagram is good at keeping people interested with cool pictures and captions.
Facebook is a powerful platform because it’s used by a whopping 184 million people every month. Brands love it because they can create interesting stories, videos, and pictures. Facebook has cool ad styles like PockeTVC and carousels that let brands share their story in a special way. These ads can show images, videos, or a series of images to let customers know about nearby stores and how to get there. Even big brands can use Facebook to get more people to shop in their stores.
Knowing Your Audience
Facebook is great for brands because it helps them connect with the right people based on factors like age, interests, and behavior. They have a special feature called a native store locator for carousel ads. This makes ads more helpful to customers by showing them the contact info and opening times of nearby stores with just one tap.
Facebook has tools that can persuade customers to visit a brand’s nearby store. Even for ad types like Carousel, Photo, and Video Ads, which are meant to make people aware of a brand, third-party companies like Nielsen have measured and shown that this awareness leads to more sales in physical stores.
In the past year, Facebook for business has partnered closely with traditional brick-and-mortar brands to connect their online and offline operations. With tools like slideshows and carousel ads, these brands can engage with their target customers who use Facebook on both mobile devices and desktop computers.
Successful Campaigns by Conventional Brands
Jewelry brand Tanishq, with 160 stores in 80 cities across India, needed to attract more customers to their physical stores. While many still prefer to physically experience jewelry before buying, Tanishq didn’t let that stop them from enticing customers to visit their stores.
To achieve this, the brand used carousel ads featuring captivating close-up shots of their jewelry designs. Importantly, they encouraged people to visit their offline stores by including a “Shop Now” button. This button directed people to their website, where they could obtain a discount voucher to use in-store.
This incentive paid off, resulting in a 30% increase in in-store sales among customers aged 25 to 44 during the campaign. Additionally, they saw an uptick in in-store foot traffic, as evidenced by actual sales data from the client.
Veet, a popular women’s hair removal cream, adopted a multi-screen approach to boost its sales by using Facebook to complement its TV advertisements and enhance its campaign to encourage women to purchase their product. The brand collaborated with the creative agency iContract and Facebook’s Creative Shop to create an integrated campaign. They transformed their existing TV ad into shorter, attention-grabbing video ads. To further intensify their efforts, they used reach and frequency buying to reach a large audience of women aged 18 to 55 in India.
This comprehensive multi-screen strategy made a significant impact on Veet’s target audience. It led to an impressive 11% increase in in-store sales in a market where Facebook ads were employed compared to a market where they were not. This impact was validated through Nielsen’s Matched Market Methodology, not only for Veet but also for other FMCG brands like Garnier.
Last word
In today’s world, with the rise of online stores and new marketing technologies, it’s crucial for traditional brick-and-mortar brands to embrace modern methods to keep their customers engaged. Facebook stands out as a clear choice for these brands looking to revamp their advertising strategies and attract more interest from millennials. The cost-effectiveness and practicality of Facebook’s tools make it a smart choice for brands aiming to connect with the younger generation and promote their products effectively.
