Paid social marketing
In social contexts, international customers may not be ready to purchase or act, but are often engaged in earlier stages of their user journey and interactions with your category, product or brand. Given the vast scale of global social networks, social advertising provides significant opportunities to micro-target and personally address customers around the world via text, image or video-based advertising.
Oban’s approach begins with media planning, working with you to clarify objectives and KPIs, then detailing platform options, targeting paradigms and measurement protocols. Our international experience allows us to enrich planning with a comprehensive range of multimarket platform options, spanning global players such as Facebook, Twitter and Instagram, to more specific regional and in-market media brands such as VKontakte (Russia), WeChat (China) and Line (Japan, Thailand and Taiwan).
We deploy consistent targeting methodologies across platforms to ensure that the components of multi-threaded campaigns can be pragmatically compared, optimised and improved. If available, we can use CRM data to create audience lists and look-a-like profiles.
We’re also clear from the outset on setting clear KPIs and achievable goals, because we believe that social advertising should be just as accountable as search, shopping or display.
Good to know that we have comprehensive experience implementing social advertising across multiple platforms, markets, languages, audience segments, ad formats and creative variations – in short, we are 101% at home with even the most complex campaigns.
Our competency is based both on the skill of our ‘hub’ paid media team and on the specific capabilities of our Local In Market Expert (LIME) network. For social advertising, LIMEs allow us to hyper-localise every aspect of all in-market efforts, which (especially in a social media context) is highly significant to campaign relevance, response and results. Also, we are well versed in optimising towards ‘advocacy’ metrics such as likes, shares, comments, and can tailor your campaign trajectory towards an optimum mix of most relevant user journey metrics.