IMPROVING ENGAGEMENTS AND AFFINITY USING A 'TEST & LEARN' APPROACH TO CONTENT STRATEGY
To create a better connection between AMF and its Facebook audience, in order for social to become a more effective component of AMF’s digital CRM.
To ensure quick, solid results, we employed a ‘test and learn’ approach to the formulation of content and media strategy.
By prototyping content and testing it with real audiences in real time, we were not only able to re-invigorate the brand from a creative point of view, but prove its efficacy with analytical rigour. We knew our strategic recommendation was sound, because we’d already watched it work.
Within two month, engagement had increased from 0.09% to 0.48%, year on year. In addition, hyper-targeted media improved performance significantly, with CPPE as low as 10 cents.