Case Study

The approach

Working closely with the M&M Food Market team, we designed a highly localized Facebook advertising strategy as follows:

• Custom Facebook advertising campaign including a mix of brand messaging and products
• Mix of photo, carousel and video ads
• All ads were served via a local Facebook page specific to each location. This increased localness and relevance to help break through the “digital clutter”
• Each location employed a pin/radius targeting approach, with a custom radius implemented around each location based on their population density and catchment area
• Ad copy was programmatically localized for every store, including the location name, address and other elements
• Product ad copy included local prices for each location

In order to maximize the effectiveness of the audience targeting, we programmatically created custom and lookalike audiences for every location based on M&M’s historical customer data. Through this approach, every location was able to have a sophisticated and unique targeting approach as follows:

• Show product ads to existing customers via a Facebook custom audience which was created based on customer data for that specific location. The objective was to increase the frequency of visit/purchase
• Show a combination of branding and product ads to new potential customers via a Facebook lookalike audience which was created based on the custom audience for that specific location. The objective was to acquire new customers who were similar to existing customers

Through this strategy, each store was able to target an audience unique to that very store, within a specific radius around the location to maximize effectiveness. Because each location had its own localized campaign, we were able to monitor and modify the approach across all 360+ locations, which allowed us to maximize the ROI at a granular level.