Kinetic Social was approached by a local optical chain client to assist in guiding the brand into the social channel. Familiar with only open web opportunities, the brand was interested in learning about social opportunities that could increase lifetime ROI. This healthcare provider campaign followed a direct response model, wherein fans would set up in-clinic eye exams in specific geographic DMAs.

1. Kinetic Social was approached by a local optical chain client to
assist in guiding the brand into the social channel. Familiar with only
open web opportunities, the brand was interested in learning about
social opportunities that could increase lifetime ROI. This healthcare
provider campaign followed a direct response model, wherein fans
would set up in-clinic eye exams in specific geographic DMAs.
Utilized Facebook Exchange to retarget audience members who expressed initial
purchase intent. Retargeting these consumers helped drive traffic through the
consideration funnel.
Employed page post ads to increase reach and develop further insights into the
brand’s consumer base.
Incorporated client’s polling questions into Sponsored Stories to gain additional
insight about this audience while increasing targeting efficiency and generating
greater brand awareness.
The Facebook retargeting strategy effectively delivered a
significantly lower CPA relative to the display campaign running
simultaneously with it.
Growth in Facebook engagement enabled the client to learn
more about their consumers based on polling posts. Promoted
Polling/Post Ads had the highest CTR (0.12%) and provided
the highest engagement out of all Facebook ad types. Overall
campaign CVR was 8.3%.
Client experienced a 58% increase in their PTAT score in less
than a month.
23x the ROI on Social CPA vs. Display CPA
50%+ Increase on Engagement
Attract new consumers and re-engage current
fans, generating eye-exam appointment leads at
clinic locations.
Increase engagement with customers who have
expressed initial interest in the company and their
offerings.
Overview
The Kinetic Social Approach
Results
Goals
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Healthcare: Direct Response
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