CCM Hockey Builds Awareness and Boosts Video Views Through Insightpool Optimized Social Ad Campaigns
Since starting with Insightpool in November 2014, CCM Hockey has been incredibly innovative and forward thinking on ways to engage new and existing audiences. In partnership with Insightpool, CCM Hockey has run numerous successful organic social campaigns resulting in follower growth and increased click-thru rates. Most recently, CCM Hockey ran social ad campaigns around two initiatives; 1. Increase brand awareness and 2. Increase video views and completions. To achieve these two initiatives, they created specific actionable objectives:
- Spread awareness around Sidney Crosby being an official CCM Hockey partner
- Spread awareness around the brand slogan #MadeOfHockey and new video
- Video views and seconds watched by target market
- 22.6% Video View Rate of the targeted audience viewed the video in the social ad, surpassing the 17.8% view rate benchmark
- 243,965 Total Targeted Impressions
- 55,124 Video Views
- 18.6% of the impressions who viewed the video finished it
“After running multiple campaigns with Insightpool, we are always impressed by the results they bring. With Twitter Ad Optimization, they impressed us yet again, increasing video view through rate by targeting the right audience.”
Richard Obrand, Social Media Marketing
Key To Success:
1) Identifying the Target Audience
The Insightpool team identified audiences of hockey players, fans, and families by analyzing thousands of behavioral data points from social users.
2) Segment the Most Relevant Audience
Insightpool segmented the most relevant audience based on how likely they would engage, i.e. statistically more likely to take action via a follow or a retweet. This leads to an increase in the quality of impressions reached.
3) Drive Brand Awareness
Using Insightpool’s Twitter Ad Optimization targeting, CCM Hockey’s social ads reached the most relevant audiences, gaining a total of 243,965 targeted impressions while maintaining a low cost per video view.
Takeaways and Next Steps:
In general, Insightpool customers are saving millions of dollars annually on ad spending by using Insightpool for more precise targeting. Its customers see an average of 400% higher conversion rates when using Insightpool over traditional ad buying platforms. Through Insightpool’s advanced targeting and Twitter ads optimization, CCM Hockey has seen increased results in video click-through rate and video completion while maintaining a low social ad cost. Insightpool continues to see growth for CCM Hockey and will be running additional targeted initiatives to enhance brand awareness.