保健品推广如何做好推广效果?怎么做Facebook推广?

2021年02月12日 1134点热度 0人点赞 88条评论

了解Facebook的小伙伴都很清楚可以借助平台做推广,本期咱们就来分享关于保健品要怎么借助Facebook做推广吧,如果您对这类的话题感兴趣就跟随小编接着往下看吧!

MegaRed 所面临的难题

MegaRed 是R·B集团最新推出的品牌,本质上就是鱼肝油的一种衍生物,只不过更加高级罢了。关于鱼肝油,大概六分之一的美国家庭都会购买,算是一种营养补充品,大家相信它能给人们带来一颗更加健康的心脏。 MegaRed 是胶囊,毫无疑问更加小巧。也更加容易被人体吸收。

但是这款产品价格也不便宜,一年吃下来得花 57 美金,这是一般鱼肝油年花费 25 美金的两倍还多。还有诸如 Walgreen 和 Costoco 这样的大型零售商紧随其后,已经推出了它们自己的磷虾油品牌,这也进一步下压了 MegaRed 的价格。

R·B 公司拥有着大型的消费品牌,比如 Lysol Cleaners 以及 Durex(杜蕾斯)安全套。它于 2012 年 12  月通过以 14 亿美金的价格并购了 Schiff Nutrition 公司,借此获得了 MegaRed 品牌。人们相信,凭借它之前对品牌提升上面的理解和执行力,它能够给MegaRed 带来春天的。那么,现在的问题便只剩一个,要怎样推广这个品牌才能获得最大的效应和最高的回报呢?

当MegaRed 遇上 Facebook

R·B公司总裁法拉西先生是于 2012 年发现 facebook 的价值的,他相信facebook的广告魔法。于是他找到一家营销推广公司要求帮他成功的在facebook上把MegaRed推广出去。

公司首先针对facebook的推广效果,阐述了一组在研究公司 ComScore 上获得的数据:在 6 月,上网的美国人每六分钟就有一分钟待在 facebook 上;在移动网络上,每五分钟就有一分钟待在 facebook 上。这其中,对消费产品有着最突出需要的家庭主妇是最活跃的网络用户,是一般人的三倍多。因此在facebook上投放鱼肝油的广告是会有相当好的作用的。

其次广告的推广对象应该是什么群体呢?

在法拉西看来,要想广告有效果,就必须要找到精细的目标消费者,这样广告才能有效果,而Facebook 的优势就在于,能运用高级复杂的分析运算,在市场中明确并细化这一部分人群。这种优势是电视广告无法比拟的。

不过公司的策划总监并没有按照他的思路走,他们建议让法拉西砸钱进来,以使得将广告推送给 facebook 上所有年龄大于或者等于 45 岁的美国女人,具体来说,这个数字是 3200 万人。

因为大费周章的细化消费人群,会带来极为高昂的成本。在 facebook 内部的拍卖系统中,广告客户们争相出价为了在用户的订阅源中间争得一个广告插播位置。如果你真的如此细化用户群,那么你的广告每覆盖 1000 个人,成本也是越来越高的。也许就为了那么一小群人,你还得面对其他品牌的竞争,因为它们也想将广告送到这些人眼前,这就意味着你的价格还得不断上调。

法拉西表示这个费用足够让他做四次电视广告,并且电视广告的效果肯定大过网络广告。

公司的策划总监说道:“请放心,在 facebook 上做广告,会像是拿着一只双管猎枪打猎。你知道每一枪打响,子弹都会落在什么地方。”最后法拉西同意了公司的这种推广方式。

在facebook上开展推广工作

首先,公司召来了自己团队里最优秀的策划师和广告总监,开展针对MegaRed在facebook上的广告内容策划。他们认为广告内容目的是为了让 MegaRed 的传播变得更加富有感染力和说服力,能够让所有超级市场上一边购物一边拿着手机上 facebook 刷各种动态的妈妈们或者祖母们,都能够第一时间的被吸引住,最终让她们购买该产品。在会议上,大家发表各种各样的想法。

最终公司的广告策划师对此勾勒出来了一些框架性意见:“我们在 facebook 上所分享的,是关于心的故事。一张图片,配上经典的语句,应该是最纯粹,并且打动人心的表达方式。”在这个基础上,团队终于达成了共识,利用多个广告来展示不同的人生片段,从而最终让观众们能够看到一个人的人生脉络。

于是公司根据“心的故事”开展了广告设计。

面向大众无差别传播的第一组广告中的一支广告,是一个男孩和他的祖父的照片。配有文字:“为了让他能够第一次成功骑行,在正确的方向上推他一把吧!”这个广告已经获得了超过 18,000 个赞,以及 600 个留言。但是,另外的一支广告,里面有冰雪的场景,用意是为了显示 MegaRed 是来自于南极的产品。这一系列的广告都在facebook上取得了较好的效果。

而接下来公司要做的事是,让每一个 45 岁或者年龄更大的美国女人看到广告,然后去观察哪些人对其中的广告有兴趣。相应的去调整广告投放,将广告放在这些人的订阅更新中。

在facebook上的推广效果

经过这样曲折的过程最终确定下的广告投放效果是怎样的呢?

Nielsen 的调研数据显示:在 8 个星期的广告推广活动中,1810 万45岁及以上的妇女至少看了其中一只广告。这是目标受众的 56%。其中,2%的人看了之后觉得自己想要购买 MegaRed。看过广告的受众里面,大概 84 个用户中,就有一名要么点赞,要么评论,要么分享了广告。这是 MegaRed 之前广告受众互动率的三倍。这大大增加了广告二次传播的几率。

那么接下来到了最至关重要的环节。产品的售卖情况到底如何呢?这次广告宣传活动所带来的收入,是公司在广告上投入费用的两倍。这比 R·B 公司在电视上打广告的效果好太多了。根据 R·B 的 IRI 购物数据,MegaRed 同样因为这次广告宣传,又多获得了 1% 的市场份额。R·B公司表示,这次市场份额的进步,还是得归功于营销推广公司好的方案和大胆的尝试,才能在 facebook上取得胜利。

以上就是小编今天跟大家分享的全部内容了,如果您对以上的分享有其他更好的建议欢迎私信小编哦~

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