3 Successful Social Media Campaigns From Innovative Multi Channel Retailers
Mother's Day Digital Report
1. Mother’s Day Social & Digital Campaign
2016
April 24, 2016
Table of Contents
Campaign Goals
Media Tactics
Budget Breakdown
Appendices
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2. Campaign Goals
Overall Campaign Goals:
● To successfully obtain a Facebook page “like” number of 2500.
● To launch a successful paid Facebook ad campaign to drive leads to the website.
● Increase visitors to the “Mother’s Day Brunch” page on the BeHenry.com website.
Media Tactics
Facebook Ad Campaigns
1. Mother’s Day Push for 2500 “Likes”, April 5 - April 19
a. Number of likes obtained: 228
b. End of campaign like total: 2600
c. Reach: 8,695
d. Cost per like: $1.09
This first part of the campaign was initially planned on needing the entire of month of April to obtain,
however it was done in just two weeks exactly. We used $248 of our $590 budget to achieve this goal.
2. Mother’s Day Website Lead Push, April 19 - May 7*
a. Number of leads: 787
b. Web lead total: 187 (number of covers)
i. This number was taken by counting the number of covers per web reservation made via
OpenTable.
ii. Web lead adult total: 179
iii. Web lead child total: 8
c. Reach: 29, 109
i. Digital reach via FB.
d. Current cost per lead: $0.30
e. Total Mother’s Day covers: 236
f. Amount spent: $221.00
g. Conversion rate of OpenTable leads: 23%
The current dollar spent to dollar earned ratio is 1/192. For this campaign, we’ve spent
$1 for every $192 made for Mother’s Day Brunch.
● $189 for every $1 spent for adults
● $2 for every $1 spent for children
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3. Formula: (b)(average reservation number)(59.99) = revenue or R (adults)
R/f = 1/x
Budget Breakdown
Campaign Given Spent
Facebook 2500 Push $590 $248
BeHenry.com Site Push $342 $221
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4. Appendices
Mother’s Day Facebook Event Image/Twitter Image
Mother’s Day TRIA Tablet Menu Image
Twitter/Facebook “Like Us” Image
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