Vodafone worked with TBG Digital to leverage Facebook's targeting capabilities to promote its pay monthly mobile plans in the UK. TBG Digital created ads on Facebook targeting users based on their mobile usage and operating system. The ads linked to pre-filled product pages. This Facebook campaign saw a reduction in acquisition costs and drove 56% of post-click applications, making Facebook one of Vodafone's top 3 acquisition partners.

1. Case Study | Direct Response
“In such a highly competitive market we are continually
Agency:
striving to be at the forefront of digital marketing. Our
digital display strategy is fully supported by TBG Digital
who consistently introduces new ways in which to maxi-
mise and understand the holistic influence of our display
To support its pay monthly business, Vodafone activity. That fact, together with Facebook’s constant drive
is leveraging Facebook’s ability to target user to match our services to their users’ needs through sophis-
clusters based on how they access the social ticated targeting techniques, makes me very excited for the
network in the UK. future of our display and social media activity.”
Gareth Davies, Online and Telesales Marketing Manager, Vodafone UK
Goal “Facebook offers unparalleled access to engaged users.
Vodafone, working with TBG Digital, wants to deliver new We’ve already seen a reduction in acquisition costs with
and existing “pay monthly” applications for its UK business. Facebook’s cluster targeting and their new Dark Page Post
Ads when comparing to our previous Facebook campaigns.
Approach
It’s great that we have yet another strong channel to sup-
Using its Facebook Ads API tool ONE Media Manager, TBG
Digital creates and manages standard ads in Marketplace
port our other digital marketing activities.”
and Page post ads, both of which are targeted at those Charlotte Crideford, Marketing Manager (Mobile & Display), Vodafone UK
users who access Facebook via a smartphone. TBG Digital
employs handset targeting that is both broad and specific
to the operating system that people are using—iOS,
Android, BlackBerry, etc. It seeks to reach mobile users who
are “active,” which means they have recently logged in to Ad Ad
Facebook via their mobile device.
For a campaign in July 2012:
• Products and services were matched to Facebook users’
operating systems e.g. Android.
• All mobile cluster targeting was overlaid with
demographic, geographic and likes and interests
targeting.
• Both standard ads in all Facebook and Page post ads
deep-linked to baskets pre-filled with the advertised
product.
• Dark Page post ads were used to enable fully tracked
and targeted ads.
• TBG Digital’s Facebook Ads API tool ONE Media Manager Page Post Ad
allowed for advanced optimization and ad scheduling.
Results
On the overall Direct Response display plan managed by
TBG Digital: Facebook.com/VodafoneUK
• 56% of pay monthly post-click contract applications
TBG Digital is a Social Media specialist that helps global brands
came from Facebook.
advertise and engage through Facebook.
• Facebook was one of Vodafone’s top 3 acquisition Facebook.com/ TBGDigital
partners.
Facebook: Building Essential Connections