7/31/2019 Keshet Facebook Ad Case Study
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Advertising Case Stud
to create buzz, engagement and awareness around
the new MasterChef season, says Yaron Gat, SVP,
Head of Promotion & Creative, Keshet Broadcasting.
KeshetposedquestionsinPollAdsandMarketplace
Ads,whichdrovepeopletotheMasterChefFacebook
page, and supported the campaign with a Reach
Block.SomeofthePollAdsfeaturedavideowith
a poll question at the end. For example, one video
showed three courses prepared on the show and
asked viewers to pick the winner. Together with
our new media department, we wanted to stay
within the values of the brand, as we set them,
in our social media activities, says Yaron.
Keshet and abaGada used Friends of Fans targeting
and Sponsored Stories to leverage the maximum
potential of their fans networks on Facebook.
Sponsored Stories allow businesses to increase
the visibility of organic News Feed stories when
they relate to their organisations or businesses.
Keshet and abaGada also facilitated age and gender
targeting to tailor the advertisements creative to
each demographic, focusing on younger viewers,
which was one of the goals for this campaign.
Results
AmitLavi,SocialMediaDirectoratabaGada,says
that the campaigns content drew a high level of
engagement, which resulted in a viral spread. With
a relatively small budget, we were able to more
than double the MasterChef Facebook pages fan
base thanks to the viral and social nature of the
campaign,saysAmit.Theadstargetedfriendsof
existing fans, which increased the click-through and
conversion rates. We also found Sponsored Stories
to be extremely effective in reaching our goals.
Over60percentofIsraelsFacebookpopulation
saw the ads more than 2 million people.
Highoverallengagementrate,whichmeans
that more than 1 percent of the Israeli Facebook
population engaged with the MasterChef brand.
Overallconversionrateof50percentand higher for Sponsored
Stories.
Nearly40,000pollresponsesintwodays.
20,000fansaddedtothepagedirectlyfrom
the ads, doubling the pages total fans.
2millionNewsFeedimpressions
as a result of the campaign.
The Future
Keshet Broadcasting and abaGada focused on
growing the fan community on Facebook because
they recognise its long-term value. They plan to
sustain the momentum they created and continue
generating engaging content. We at Keshet believe
in the strong connection between the TV screen
and the new media screens, says Yaron. Weve
set a goal to increase the engagement with theaudience by
creating content that encourages
users to engage with the show on social media.
