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Facebook, Instagram, Pinterest: three platforms lead to optimal engagement rare for GoGo squeeZ
The collaboration between Numberly and Materne began in 2016 with the set-up of a DMP. It later extended to media trading campaigns.
For Materne’s GoGo squeeZ, the back-to-school season is the ideal period to promote their iconic yogurt pouches. GoGo squeeZ YogurtZ is a delicious pantry-friendly yogurt, made with real yogurt and fruit.
The brand had a very precise focus in mind: launch a short-term media campaign that would generate brand awareness and drive social engagement.
GoGo squeeZ and Numberly teamed up to launch a social media campaign on various platforms at once in order to maximize reach.
As online videos had proven efficient in driving social engagement, Facebook came as an obvious choice. The brand experimented with innovative and mobile-only formats. After being exposed to in-stream video ads, viewers were retargeted with video collection ads including a canvas page (instant experience within Facebook) and Instagram stories.
Pinterest generated the most impact. Four static pins were displayed on the platform following 3 main targeting strategies based on interests, keywords, and lookalikes.
Impressive results proved how short-term social media trading strategies can be effective. Numberly teams helped GoGo squeeZ draw the following precious insights:
1.36 %
of engagement rate on Pinterest
88 %
video completion rate on Facebook
12 sec
average time spent in-canvas
We used static pins to promote the brand on Pinterest and those scored impressive engagement rate – higher than the industry norm. The overall campaign results showed that Pinterest is a great platform to build awareness. Not only it contributed to an additional reach on top of Facebook and Instagram, but it also proved to be very efficient in driving consumer engagement.
