An automaker was looking for an innovative way to advertise their new model after a dramatic agency switch. They wanted to shift their strategy and targeting to address the high-end, luxury consumer on social media, hoping to make a powerful and lasting brand impression with their repositioned brand. The automaker also wanted more control over their ad placement and content association than is available with traditional digital.
Time, Inc. proposed their Real Time Social advertising program, which is powered by SocialFlow’s AttentionStream. AttentionStream enables advertisers to sponser Time, Inc.’s best editorial content, just as it starts to trend, while targeting the widest variety of audiences available on social. AttentionStream consists of in-feed brand presentation that drives significant awareness and an immersive multi-ad experience on the publisher’s content page.
Over the course of the month-long campaign, the SocialFlow technology identified Time Inc.’s top performing social content in real-time. Posts within key content categories determined to be most appealing to the automaker’s target audience were selected for sponsorship.
The automaker brand messaging and image was incorporated as an overlay on the selected posts’ in-feed images. A paid post media buy was placed on Facebook against the automaker’s target audience. The sponsored posts, containing high-performing, high-value Time Inc. editorial content were then delivered as sponsored posts. Facebook users clicked through to read the complete editorial articles on the Time Inc. story landing pages, which featured a multi-ad experience for the automaker.
We really have unlimited incremental inventory because the audience we’re selling is Facebook’s audience, it’s Twitter’s hundreds of millions, it’s Instagram’s, it’s Pinterest’s audience…we’re not selling the inventory on our own sites.”
-Ben Kaplan, Executive Director of Product and Operations, Time Inc.
During this campaign, the automaker achieved:
BENEFITS FOR THE BRAND:
BENEFITS FOR THE PUBLISHER: