By optimising its ads to reach the right audience, the Dutch magazine achieved a 6X return on advertising spend for its Fiesta del Sol-themed annual reader event.
Their story, thriving online
Over the past few years, the Netherlands’ biggest women’s lifestyle magazine Libelle has undergone a transformation to become a thriving online media brand. It’s part of Sanoma Media BeNe—a leading integrated multimedia company.
Their goal, just the ticket
Libelle wanted to generate awareness and boost ticket sales for its Spanish-themed Libelle Zomerweek (‘Summer Week’) event, where more than 80,000 women come together to enjoy the latest in fashion, tasting, workshops, music and culture over 7 days.
“Libelle has good Facebook penetration with our target audiences. For that reason, Facebook advertising is an obvious strategy for reaching, engaging and converting people, particularly for events like Libelle Zomerweek. Because we can match our databases to build Lookalike Audiences, we are able to target the relevant people and to expand our reach far beyond existing fans.”
Barbara Admiraal, Marketing, Communications and PR, Sanoma
Their solution, a campaign of 2 halves
The Facebook event page acted as an important information point for Libelle readers and potential event attendees. Facebook Ads helped drive event website traffic. In addition, Libelle worked with agency MassMovement Netherlands to design and run a 6-week campaign in the run-up to May’s Zomerweek.
The campaign had 2 distinct parts: a reach and frequency campaign to build awareness and a conversion campaign to drive ticket sales. The team first focused on reaching beyond the existing reader base with Lookalike Audiences, targeting them with posts and ads.
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Libelle credits Zomerweek’s scorching ticket sales to its carefully planned sequential advertising approach, combined with data-driven optimisation. Results from its April–May 2015 campaign include:
Over 500,000 people reached
190,000 new leads
6X return on ad investment