Easter Huddle April 14th

Campaign Planning and Execution

  • Understanding When to Boost vs. Running a Dedicated Campaign

    • Each ad platform has a learning phase.

    • Boosting is effective for limited-time offers (like sales lasting a week) where boosting organic content can enhance visibility.

    • Example: Boosting a post with sales information—users can see pinned content and an ad simultaneously.

Organic and Paid Strategies

  • Content Management:

    • Utilize carousels for posts showcasing limited-time offers (e.g., sale items).

    • Pinning functionality is available on Instagram but not on Facebook.

  • Boosting Posts:

    • Both an Instagram and Facebook post will be boosted for extended reach.

    • Targeting parameters for ads will be set to enhance audience engagement.

  • Creative Sizes:

    • For effective marketing, use different image sizes:

    • Square (1080 x 1080) for pinned posts

    • Story formats (9:16) and horizontal formats (1920 x 1080) for ads.

Ongoing and Upcoming Campaigns

  • Current Promotions:

    • Easter Sale: 20% off on running gear as part of a limited-time offer.

    • Promotional campaigns for brands like On Running are ready to deploy—momentum should build as transitioning to ongoing campaigns.

  • Future Campaigns:

    • Hold promotions for Birkenstock until weather is suitable.

    • New campaign plans for geographic areas (e.g., Etobicoke, Mississauga, Oakville) are under development.

Transactional Campaigns

  • Creative Approval:

    • Four slides for ads are almost approved, formatted in 9:16 (story) and need to be converted to square for pinned posts.

    • Ensure all three sizing formats are available for various ad placements.

    • Targeting ideas include ailments such as plantar fasciitis—educational content may be beneficial to reach wider audience segments.

Future Considerations

  • Low Funnel Intent-Based Ads:

    • Utilize retargeting strategies to enhance effectiveness of ads addressing specific pain points.

    • Explore options for more educational content leading users to existing resources on health-related issues.

  • E-commerce Performance:

    • Incremental budgeting for e-commerce has been approved. Performance indicators show continual improvement in sales metrics.

Logistics and Meetings

  • Meeting Coordination:

    • Send out updated invites ensuring all team members are informed of schedules for discussions.

  • Follow-up Actions:

    • Await confirmation on scheduling before launching campaigns for Oakville.

    • Regular check-ins will ensure alignment across marketing efforts and budget management.