Local insight and cultural understanding are key to successful international Facebook campaigns

Facebook Advertising

We’ve based our approach to Facebook advertising on years of experience in planning, managing and optimising international campaigns to digital performance-oriented goals. The platform is best viewed as a top of funnel tool, effectively targeting and engaging with consumers who are at earlier stages of their buying journey. That said, performance focus is still vital so that we will optimise towards relevant metrics such as completed video views, page views, content downloads and ‘soft’ data capture. Where feasible – and preferred by us – we can optimise towards lead generation and e-commerce sales. Once goals are agreed, we fully manage all aspects of campaign BAU, including audience targeting, ad copy creation, test and learn, reporting and iterative campaign enhancements.

You’re already aware of the numbers – Facebook monthly active users (MAUs) are approaching 2 billion worldwide, with engagement and interaction rates holding steady and in some markets improving. But you may not be aware of the prospecting potential to micro-target (and re-market to) specific audience segments to dimensions that include brands favoured, precise demographics, behavioural patterns online and much more. Facebook’s enormous global reach facilitates genuinely international campaigns for most markets worldwide.

Local insight and cultural understanding are essential to successful international Facebook campaigns because top of funnel engagement often relies on more ‘in-depth’ content assets such as video, e-books, how to guides and so on. Oban’s LIME (Local In Market Expert) network are ideally skilled to ensure that both assets and the ads that drive engagement are suitable localised to maximise effectiveness in every targeted market. Our core UK based team are also fully up to date with Facebooks’ latest ad units, targeting options, optimisation techniques and cross-platform (e.g. Instagram) integration opportunities.

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Some of our paid media clients


Merlin Entertainments

We have worked with Merlin since 2017 on a range of SEO, Content and UX projects for their attractions, including London Eye and Madame Tussaud's, as well as providing paid media support for the launch of Legoland Japan.

bbc world service logo

BBC World Service

Oban has been working with BBC World Service for over four years. We have delivered digital campaigns across 51 markets, in 26 languages, winning awards such as Best Use of Paid Media for our work on the BBC 100 Women campaign. We now work with the BBC World Service to deliver above the line campaigns across Africa and the Middle East.

Mitsubishi Heavy Industries Logo

Mitsubishi Heavy Industries

We have been working with Mitsubishi Heavy Industries, a multinational electrical equipment and electronics company headquartered in Tokyo for over a year, promoting the brand’s thought leadership hub, Spectra. Initially working on paid media campaigns in Europe, we have recently expanded the scope of our work to cover North America.

Denby Logo


Denby Pottery Company is a British manufacturer of beautiful tableware. Oban provided Denby with technical SEO consultancy on a critical e-commerce multi-platform migration, and we now execute highly targeted, results-driven paid media campaigns across multiple brands and international markets.

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