Adobe Digital Marketing Suite Success Story

Acer

Accelerating marketing effectiveness

Acer San Jose, California http://us.acer.com Radarworks www.radarworks.com Results  Increased U.S. Facebook fan base by ten times  Doubled global Facebook presence  Helped to increase overall social media impressions by 4,400%  Drove 71% of new fans through paid media component of the campaign  Achieved over 1.2 million unique visits to the page  Attained 700,000 unique visitors to the application with a 27% share rate

Leading personal computer manufacturer increases its U.S. Facebook fan base ten times using Adobe Social and Multi-channel Advertising Technology from Adobe
Over its 30 year history, Acer has established itself as a global leader in PC and notebook computing. The company has driven growth by offering high-powered, high-value computing solutions to customers worldwide.
Today, Acer United States is helping to fuel the aggressive growth of its new Ultrabook product offering by leveraging new digital channels to increase brand awareness and connect with more customers. In expanding its marketing strategies through social mediaparticularly FacebookAcer aims to increase mindshare and market share by engaging consumers in ongoing conversations and interactions around the benefits of its newest product line. With the release of the Acer Aspire S3 Ultrabook, Acer decided to put the marketing power of social media to the test, launching the Acer-a-Day Giveaway sweepstakes that would give this new Ultrabook to one of its Facebook fans every day for 60 days. The company created an integrated, marketing campaign that included targeted paid media via social ad buys across Facebook pages; owned media with Acer-issued press releases and website cross-linking, e-mail campaigns, and other activities; and earned media through word of mouth about the sweepstakes. Acer needed a robust solution to create the sweepstakes on its Facebook page, as well as to manage its Facebook ads, including placements, performance monitoring, and spend optimization. A central component of the Acer campaign was having an integrated optimization and analytics platform to measure and analyze fan behaviors and ad campaign results in real time, says Cindy Spodek Dickey, president of the Seattle office of Radarworks, a leading digital and creative marketing agency and Acers marketing partner in these efforts.

Know your audience

Acer worked with Radarworks to adopt the integrated Adobe Digital Marketing Suite solution. By leveraging the integrated advertising and social engagement solution to buy, manage, and optimize paid digital media based on social engagement and ad performance data, Acer was able to gauge campaign effectiveness and customer interactions on Facebook, seeing what ad creative and messages they responded to best, what target markets performed best, and what Fans did once on Acers Facebook page. In todays world, we now have the opportunity to use online advertising and social and engagement data to really impact the ROI of integrated marketing campaigns. Social media carries many of the same challenges as more traditional brand awareness efforts, but the target audiences move faster and react differently to different types of content, says Hugues Gontier, senior director of marketing for Acer Americas. As a result, it requires much more targeted content, robust optimization, and real-time analytics to continually evaluate and respond to the changing environment of social advertising and engagement.

Using Adobe Digital Marketing Suite solutions, Acer exceeded its campaign goalsgrowing its U.S. fan base tenfold, increasing reach by over 4,400% and engaging fans with an impressive 27% share rate.

Challenge  Drive aggressive Facebook fan growth for Acer brand  Deliver ongoing engagement opportunities for Acer  Generate increased awareness for the newly launched Acer Aspire S3 Ultrabook Solution  Use Adobe social marketing solutions to develop and deliver the engaging Acer-a-Day Giveaway sweepstakes app  Leverage advertising and social marketing solutions to capture insights into the campaigns affinity, audience demographic data, and visitor engagement, as well as manage, purchase, and optimize social ad media Systems at a glance Adobe Digital Marketing Suite. Components used include:  Multi-channel Advertising Technology from Adobe (formerly Efficient Frontier)  Adobe Social

Working with Radarworks, Acer effectively uses the Adobe solutions to drive awareness and participation in its sweepstakes while increasing the acquisition of Facebook fans. Adobe provides a comprehensive digital marketing solution, from content publishing and management to integrated paid media optimization and the underlying analytics to give us insights to optimize customer experiences in real time, says Spodek Dickey. We clearly see the value in Adobe as a partner to support our projects now and in the future. Acer marketers used the Adobe solutions to gain critical insights into visitor engagement by segment throughout the campaign. The company could quickly determine who was interacting with the page by gender, age, and geography, as well as uncover the general interests of visitors, to help inform the most effective social ad placements and creative to drive new traffic to Acers Facebook page and sweepstakes application. In some cases, the findings uncovered by Adobe Digital Marketing Suite solutions were unexpected and proved extremely valuable. For example, at the outset of the campaign, it was expected that using Facebook pages and search terms associated with technology companies, smartphones, entertainment, and other themes would be most effective in driving traffic to Acers sweepstakes. And while these strategies delivered returns, Acer also discovered that people on pages with clothing or doing searches on those topics also had higher likelihoods of participating in Acers campaign. By continually monitoring segment performance, Acer was able to lower cost-per-like (CPL) over what the original target segments produced. This empowered us to more strategically choose where and how ads were displayed and the terms we selected, says Spodek Dickey. The insights helped us define what ad content should look like by target audiencesuch as delivering content that appealed more to women or were more reflective of a specific age range. Using Adobe solutions, the company could also measure performance by ad type and content as Acer served new content to various audiences. Adobe Digital Marketing Suite solutions deliver clear, concise, and highly actionable insights for our social media team so they can personalize and target campaign creative to make it as best performing as possible, says Gontier.

We were impressed by the results of our Facebook campaign and are already looking to launch new campaigns to engage our Facebook fan base. With Adobe solutions, we are confident that we have the best digital marketing solutions to drive successful social media marketing campaigns.
Hugues Gontier Senior director of marketing, Acer Americas

Adobe Digital Marketing Suite solutions used by Acer Solution name Multi-channel Advertising Technology from Adobe Adobe Social Solution type Powerful and automated algorithmic optimization for Facebook ads that removes much of the complexity from campaign management, reporting, and analysis; results in actionable insights that improve overall ad performance An integrated social marketing solution that enables marketers to efficiently build, manage, monitor, and measure brand presence across social media with easy-to-launch applications, publishing, moderation, and analytics

Analytics drive value

Throughout the campaign, robust solutions within Adobe Digital Marketing Suite helped Acer formulate and evolve its strategies to meet the unique characteristics of its Facebook audience. Leveraging the flexible digital marketing platform, Acer grew its Facebook fan base tenfold over a 60-day promotional period within the United Statesfrom 20,000 likes to 207,000 likes . The company also saw significant growth within its global fan base, doubling its international Facebook fan audience from 233,000 likes to 459,000 likes . Most notably, Adobe solutions enabled the company to clearly monitor and measure the point of origin for each of these new followers. The company determined that 71% of its new fans arrived directly as a result of the paid media component of the campaign, showing the value of its integrated owned and paid media campaign approach. In addition, the company saw significant growth in its visibility across Facebook with the average number of people viewing Acer-related content rising from 272,000 impressions monthly to more than 12 million impressions monthlyan impressive 4,400% increase. From a customer engagement perspective, the campaign yielded over 1.2 million unique visits to the page resulting in 432,000 sweepstakes entries and 187,000 application shares, as well as 700,000 unique visitors to the app with a 27% share rate. By leveraging automated bid functionality within Adobe solutions and integration with the Facebook API, Acer optimized its buys and ad placements to achieve maximum value for each paid interaction. Throughout the campaign, additional micro-targets were also identified by the Affinity Tool and social engagement data to better target contentresulting in a 48% lower CPL and doubling click through rates (CTR) for those highly targeted segments.

Adobe provides a comprehensive digital marketing solution, from content publishing and management to integrated paid media optimization and the underlying analytics to give us insights to optimize customer experiences in real time. We clearly see the value in Adobe as a partner to support our projects now and in the future.
Cindy Spodek Dickey President of the Seattle office, Radarworks

We were impressed by the results of our Facebook campaign and are already looking to launch new campaigns to engage our Facebook fan base. With Adobe solutions, we are confident that we have the best digital marketing solutions to drive successful social media marketing campaigns, says Gontier. Looking ahead, Acer plans to use several key learnings to further expand audience engagement on social media sites. For instance, the company will provide various layers of sweepstake entries to encourage more viral, fan-driven engagement, as well as consider an always on media buy strategy, supported by marquee programs, promotions, and sponsorships. In addition, predictive analytics capabilities will help the organization forecast trends and successes throughout campaigns to stay ahead of the curve.

For more information

www.adobe.com/products/ social www.adobe.com/products/ multi-channel-advertising

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