Sport Check, Canada’s largest sporting goods retailer, had a good start on growing their Facebook Fan list; organic growth had achieved 6,800 Likes. But, realizing the value of these Likes, Sport Chek wanted to aggressively boost their numbers.
Rare Method designed a highly focused campaign to acquire Likes for Sport Chek’s official Facebook page for the lowest cost. The campaign consisted of Facebook ads directed at audiences segregated by demographic groups, and groups interested in particular sports. We also ran ads to correspond with seasonal messages and promotional tie-ins.
To maximize effectiveness and minimize cost*, we conducted A/B (often A/B/C or A/B/C/D) testing of both messaging and imagery for all ads. We also carefully watched the analytics on responder demographics and promotional messaging tie-ins.
Knowing which ads were working and which groups were responding, allowed us to effectively fine tune the creative and/or redirect our ad targets to the most responsive groups. Ad results were also used to understand customer behaviors, both in Facebook and with regard to correlations to Sport Chek’s offline initiatives.
We’ll let our client have the last word on our results:
We were very pleased with the results from the Facebook Like campaign Rare Method ran for us. During the period of the campaign we gained more than 60,000 new Likes. More than 60% of these Likes came from the Facebook ads developed through collaboration between Rare Method and our internal team. Throughout the campaign Rare Method provided timely and valuable reporting that allowed us to test the effectiveness of our strategy and specific ad executions. Thanks Rare Method!
Adam Dorval Digital Marketing Manager The Forzani Group Ltd