CASE STUDIES
It’s tough out there. Every premium publisher is fghting to achieve their content metrics. While the specifcs vary, it is massive trafc – from Facebook – that creates the essential economics of growth.
Precisely how successful publishers achieve their goals is a strategic advantage that is too important to share. So while the principles of our approach are something we freely (and happily) disclose – how we apply that to individual clients is fully proprietary. As is our client list.
The need for Wildfre is so profound that after just a few months, we are already working with some of the largest and savviest publishers in the country.
COMPANY A: YOU KNOW THEM WELL.
This client is one of the most prominent media companies in the world; for more than a decade they have been a comScore Top-20 property. However, even with their combination of premium content and industry-defning technology, they were fnding it difcult to consistently, efectively, and afordably drive the volume of trafc they needed on Facebook.
Wildfre’s data scientists and content experts defned achievable goals and implemented our proven and unique process – a fusion of creative and data-driven strategies – for scaling traffic.
- Drive 2.5 million clicks from relevant Facebook audiences, to sponsored content areas, assuring that their advertiser commitments were being met.
- Drive 2m clicks to non-sponsored stories so that the publisher could meet their site trafc goals, while simultaneously demonstrating their content’s inherent virality.
- Wildfre had a very short time to analyze a vast amount of high-quality content, to
- determine the highestyielding opportunitiesDeliver better cost metrics than the publisher’s historical results.
Phase One: Pilot
Our machine-learning platform ingested massive amounts of content, and applied its AI to determine which articles were most likely to ofer the content hooks that succeed on Facebook.
Once we identifed the specifc content we built Facebook ads in support of each article using our signature AdScafold’ strategy that lets us change headline, captions, and imagery on a common structure.
We tested hundreds of diferent Facebook ads per content unit before eliminating under-performers for more promising options.
We spent less than three days and less than $750 experimenting with hundreds of creative and content marriages.
Phase Two: Immediate Scaling
- Once our algorithm identifed the winners, we quickly pivoted the budget to them.
- At the same time, the Wildfire Bidding Platform {do we want to use Bidding Brain here} continued to optimize the Facebook platform – balancing audiences, dayparts and ad units. We were able to reduce the cost-per-click by an additional 12.5% post- pilot.
- The on-time numbers tell the story: over 4MM clicks were delivered in total; 1.5M to the sponsored-stories, and 2.5M to stories which were not sponsored.
- 20% more cost-efective than other alternatives.
- Tens of thousands of œbonus’ clicks were delivered free, as users engaged with the content through shares and likes, which brought the content to the attention of their social networks.
- Most important, the advertisers were so delighted with the results – the targeted audience, the scale, and the engagement – that they signed up for another ad cycle on even more favorable terms to our client. {Not sure what œfavorable terms’ means – sounds like they got a better price from you.}
COMPANY B: ENERGIZING A CLASSIC BRAND.
and economics with rigor and wit, that delights its tens of millions of subscribers assure that its content captures the imaginations of a younger, 18-25 audience? They turn to Wildfre for support in two ways: the thematic identifcation of shareable content, and then putting that content front-and-center into the Facebook experience of this audience, to drive content to their web and mobile properties.
- Attract and introduce a younger audience totaling 3.5MM views per month from 500,000 clicks – to the publisher’s property.
- Meet specifc metrics for each platform: 30% desktop, 70% mobile.
- Millennial users have established media consumption habits and our client was not included in their usual choices
- Millennial interests were not typically aligned with the content created and delivered by our client.
- Millennials can be expensive to reach for the budgeted cpc’s
Step One: Start with the Right Stores.
The Wildfre algorithm scanned the entire library of available content and identifed Facebook success potential; we call that œStoryFinding.’
Step Two: Strategic Content Architecture
We then brought those stories to our content strategists. They collaborated with the publisher’s content team to subtly but importantly adjust the titles and thumbnails so that they could achieve their Millennial engagement goals, while remaining consistent with the publisher’s brand. We built dozens of creative alternatives for testing, leveraging diferent angles.
Step Three: Next: Wildfre’s Audience Targeting System
We used our targeting layer that sits on top of Facebook’s own tools. It created dozens of segments and subsegments and sub-sub-segments for this publisher – all based on their original demographic segments
Step Four: Our Bidding Brain in Action
Our machine learning identifed which creative performed better with which audience. That data drives our buying algorithm, which optimizes the bids down to the level of unit-by-unit attribution.
- We generated 1.8 million (mobile and desktop) for under $50k . Based on their previous campaigns, it would have cost them XXX to generate the same number of clicks
- We were hired for the next campaign even before this initial program was completed, because the positive direction was so immediate and powerful