2. Campaigns spent $13,130 in total, most of which are from Contest (Video). However
Contest (Video) has highest Cost Per Product Page View which is nearly $10/Page
View
Brand Campaign 1 (Video) Brand Campaign 2 Contest (Video) Grand Total
Duration 3 Days 3 Days 20 Days 26 Days
Total Spent $1,000 $880 $11,250 $13,130
Avg Cost Per Product Page View $2.33 $3.75 $9.80 $5.29
2
3. Contest (Video) also has highest Cost Per
Engagement among all brand campaigns
3
$0.01 $0.01
$0.03
$-
$0.01
$0.01
$0.02
$0.02
$0.03
$0.03
$0.04
Brand Campaign 1 Brand Campaign 2 Contest (Video)
Cost Per Engagement
4. 4/5 of engagements happened on mobile devices. Apple
users were most active during the campaigns
27184 27034
21972
20832
4127
472 44
Post Engagement per Day
0
5000
10000
15000
20000
25000
30000
Post Engagement Per Day by Device
iPad iPhone Desktop Android Smartphone Android Tablet iPod Other
47867, 47%
31311, 31%
21972, 22%
516, 0%
Mobile VS Desktop (Post Engagement)
Smart Phone Tablet/ Ipad Desktop Other
4
5. Totally 1,879,429 Reaches, 2,024,491 Impressions and 662,357 Post
Engagements had been generated. Social Actions (include information such as
friend liking your page) account for half of all Actions
Row Labels Duration Reach
Video
Viewed
Estimated Ad
Recall Lift
(People)
Estimated Ad
Recall Lift Rate
Avg Frequency Impressions
Social
Impressions
Social Reach Actions
Post
Engagement
Brand Campaign 1
(Video)
3 Days 322,480 155,255 28,365 293 1.04 335,608 173,813 167,083 157,260 156,932
Brand Campaign 2 3 Days 261,462 NA 19,339 360 1.05 273,268 135,382 130,622 85,194 85,000
Contest (Video) 20 Days 1,295,487 419,512 96,103 1,810 1.09 1,415,615 659,371 614,281 421,431 420,425
Grand Total 26 Days 1,879,429 574,767 143,807 2,463 1.08 2,024,491 968,566 911,986 663,885 662,357
107,493
87,154
64,774.35
111,869
91,089
70,781
-
20,000
40,000
60,000
80,000
100,000
120,000
Brand Campaign 1 (Video) Brand Campaign 2 Contest (Video)
Reach & Impressions Per Day
Reach per Day
Impression per Day
Brand Campaign 1 (Video)
has highest daily
Impressions, Reaches and
daily Post Engagement
5
6. Older people (45-65+) had much higher engagement than
youngers. Females were polarized among age groups while males
were flatter in general
Females were more interested in responding videos while
males paid more attentions to non-video posts
6
Post Engagement per Day
Female Male
13-17 0 1
18-24 1613 3188
25-34 2042 6680
35-44 2869 8806
45-54 5287 10151
55-64 16916 15380
65+ 14209 11182
Non Video Campaign (2) - Post
Engagement per Day
Female Male
45-54 1088 3198
55-64 3072 3983
65+ 3010 3125
Video Campaigns (1 &3) - Post
Engagement per Day
Female Male
4200 6953
13844 11397
11199 8057
7. People from ON, QC, AB and BC engaged more. Post Engagements were much lower
in Ontario than national average. Engagements were most active in the evening and
early night time
Post Engagement Per Day by Region
Province
Campaigns in
Total
Campaigns in
Total
Canadian
Population
ON 26711 26% 38%
QC 26234 26% 23%
BC 10472 10% 13%
AB 11208 11% 12%
NS 5215 5% 3%
MB 4731 5% 4%
NB 5582 5% 2%
NL 5048 5% 1%
SK 4692 5% 3%
PE 1422 1% 0.4%
YT 118 0.1% 0.1%
NT 214 0.2% 0.1%
NU 113 0.1% 0.1%
2613
1257
870 745
1025
1985
3495
4638
4912
4608
3947
3655
4226 4114
4392
4990
5356
5821
6222
6418
6781
7682
7263
4753
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
Post Engagement Per Day by Time of Day
7
8. Recommendations
• Spend money on shorter period campaigns which would generate
better ROI
• Invest more ads Apple systems such as apps installation in Apple
store. Customize mobile friendly ads as well.
• If targeting female audience, focus more on video campaigns. On the
other hand, males prefer non-video posts
• Pay more attention to customers in ON, QB, AB and BC. More
customized contents to ON audience should be generated
• Posts and ads published during 18:00 to 22:00 are suggested
8
9. Appendices
Campaign
Name
Brand Campaign 1
(Video)
Campaig
n Name
Brand Campaign 2
Campaig
n Name
Contest
(Video)
Quebec 15356 Ontario 7963 Quebec 5444
Ontario 13484 Quebec 5434 Ontario 5264
Alberta 5736 Alberta 3402
British
Columbia
2124
$2
$3
$2
0
0.5
1
1.5
2
2.5
3
17-Jun 18-Jun 19-Jun
Brand Campaign 1 Avg Cost for Product Page View
$5
$4
$2
$4
0
1
2
3
4
5
12-Jul 13-Jul 14-Jul 15-Jul
Brand Campaign 2 Avg Cost for Product Page View
9
10. Appendices
Smartphone, 4858,
37%
Tablet, 3564, 27%
Desktop, 4634, 35%
Other, 73, 1%
Impression Device Breakdown
Smartphone Tablet Desktop Other
$3,681 , 28%
$6,287 , 48%
$954 , 7%
$2,208 , 17%
Placement
News Feed on Desktop
Computers
News Feed on Mobile Devices
Suggested Videos Feed on
Desktop Computers
Suggested Videos Feed on
Mobile Devices
10
