Integrating Amazon DSP & Facebook Geofencing
Amazon has an amazing amount of information about their shoppers, and even though you may be communicating an idea or issue versus selling an actual product, you can still take advantage of their data to pinpoint your message to a specific audience.
Apply Responsibly – Protecting Pollinators Messaging Campaign
Apply Responsibly is a communications program with the goal of promoting the proper usage, storage and disposal of household pesticides to help minimize their impact on the environment. Each year, Apply Responsibly creates an educational campaign that focuses on a single theme to educate people regarding pesticide use. In 2021, the focus was on protecting pollinators, such as bees and butterflies that carry pollen from one flower to another. Some pesticides can be lethal to these vital insects.
Media Strategy
Our media strategy was to create a video and static messaging campaign using Amazon DSP (demand-side platform) and Facebook geofencing tools. Because video on social media receives 48% more views than static imagery (The Marketing Helpline), it was the perfect vehicle for this type of messaging. And, since 73% of people want to see “entertaining” videos on social media (HubSpot), we decided to create a quirky and humorous video.
Amazon DSP
With minor modifications made to the length and aspect ratio, our video content was exposed to an audience who had purchased or shown interest in purchasing household pesticides while in the Amazon store or one of their affiliates.
Facebook Geofencing
Video and static messaging was presented to individuals who visited home improvement stores within key geographic target areas.
Campaign Performance
All of the ad units performed above average, and the video content knocked it out of the park with a 98.7% completion rate. Most importantly, we had confidence that the campaign messaging goals were achieved due to our ability to locate and reach people who actually buy and use household pesticides.
You can view the “Protecting Pollinators” video as well as other Apply Responsibly videos, like the ones below, on our YouTube page.
Apply Responsibly | Integrated Pest Management Social Media Animation
Apply Responsibly Game Promo
Contact Us
If you would like to find out if the Amazon DSP platform or Facebook geofencing works for your product or message, we’d be happy to chat with you. Give us a call or send us a note through our contact form.
