My role
As part of my responsibilities for this project, I handled paid media and social media. I approved the budget contract with my marketing manager and helped set goals for the project. I also developed an offline conversion solution strategy with our digital marketing team. During the project, I assisted the IT team and Facebook in keeping the tests running on Havan's account during the API implementation in the platform. Additionally, I created custom audiences for the ad campaign and was responsible for the ads campaign and content on Facebook from start to finish. I also helped upload offline sales and measured the results of the campaigns, reporting the correlation between Havan's offline sales and ads on Facebook. Finally, I presented the results to the company's directors.
Strategic solution:
To achieve Havan’s goal, we created campaigns with different objectives and formats to increase sales in our physical stores
Here are the steps by steps for the strategy:
Integration of the Offline Conversion API.
Creation of content and paid media campaigns on the platform for the products Havan needed to promote.
Tracked the performance of the ad campaigns on Facebook.
Uploaded offline sales.
Reported the match between deals and ads.
As Facebook knew who had been impacted by the ads and Havan had data on offline sales from the same period, the strategy was to combine this information using the offline conversion solution to measure the results of the investments.
Conclusion
Overview
By using the Offline Conversions API, Havan was able to match transaction data from their customer database with Ads Reporting from Meta. This helped Havan gain real-time insights into the effectiveness of its ads.
After installing and using the API for offline conversion solutions, they achieved a 190x return on investment on the platform. Meta used this project in Brazil as a case study for offline conversion solutions on Facebook, and this strategy resulted in increased physical sales through social media advertising. 😊
Learnings
As a paid and social media professional, I had the opportunity to lead a project that not only enhanced my knowledge of campaign structures, but also improved my analytical skills in building, testing, and optimizing social media performance. Working alongside the digital marketing team, I am proud to have contributed to the project's success and achieved great results. It was a fantastic opportunity to grow professionally and personally. 😊
