Advertising Case Study

Keshet TV
Company Background
Keshet Broadcasting is the leading television broadcaster in Israel. One of Keshets recent major successes is MasterChef a TV show in which contenders compete to become the MasterChef of Israel. The show is based on a format created by Frank Roddam and in association with Shine. Once launched, this show drew huge interest and became an immediate hit.

Facebook Executive Summary

Client and Creative:

Agency:

Objective
Preparing for the second season, Keshet identified that the Facebook communitys size and engagement did not reflect the offline interest and the ratings of the show. Keshet wanted to increase both the size and the engagement of the Facebook community, aiming to grow the exposure of the show virally and to create buzz around the show and its content.

Objective: Engage existing fans with the shows second season, introduce new fans to the show and generate buzz Solution: Create unique content for the Facebook page and run a mix of ad units featuring questions to engage the audience; use Sponsored Stories and a Reach Block to support the ads Key Lessons: sking questions, even in A non-interactive ad units, can engage people and entice them to click through S trong content can encourage viral sharing, which generates free impressions and adds the powerful element of a friends recommendation to the ad

Approach
Keshet and its agency, abaGada, encouraged engagement using several methods, such as posing intriguing discussions or questions and publishing high quality unique videos on the relevant Facebook page. The videos were designed to tap into the emotional connection viewers have with the food, culture, and personalities that the show is famous for. We wanted

I believe that in a multi platform and competitive world, the emotional connection with a brand has a very important role in its success.
Yaron Gat, SVP, Head of Promotion & Creative, Keshet Broadcasting

Advertising Case Study

to create buzz, engagement and awareness around the new MasterChef season, says Yaron Gat, SVP, Head of Promotion & Creative, Keshet Broadcasting. Keshet posed questions in Poll Ads and Marketplace Ads, which drove people to the MasterChef Facebook page, and supported the campaign with a Reach Block. Some of the Poll Ads featured a video with a poll question at the end. For example, one video showed three courses prepared on the show and asked viewers to pick the winner. Together with our new media department, we wanted to stay within the values of the brand, as we set them, in our social media activities, says Yaron. Keshet and abaGada used Friends of Fans targeting and Sponsored Stories to leverage the maximum potential of their fans networks on Facebook. Sponsored Stories allow businesses to increase the visibility of organic News Feed stories when they relate to their organisations or businesses. Keshet and abaGada also facilitated age and gender targeting to tailor the advertisements creative to each demographic, focusing on younger viewers, which was one of the goals for this campaign.

High overall engagement rate, which means that more than 1 percent of the Israeli Facebook population engaged with the MasterChef brand. Overall conversion rate of 50 percent and higher for Sponsored Stories. Nearly 40,000 poll responses in two days. 20,000 fans added to the page directly from the ads, doubling the pages total fans. 2 million News Feed impressions as a result of the campaign.

The Future
Keshet Broadcasting and abaGada focused on growing the fan community on Facebook because they recognise its long-term value. They plan to sustain the momentum they created and continue generating engaging content. We at Keshet believe in the strong connection between the TV screen and the new media screens, says Yaron. Weve set a goal to increase the engagement with the audience by creating content that encourages users to engage with the show on social media.

Results
Amit Lavi, Social Media Director at abaGada, says that the campaigns content drew a high level of engagement, which resulted in a viral spread. With a relatively small budget, we were able to more than double the MasterChef Facebook pages fan base thanks to the viral and social nature of the campaign, says Amit. The ads targeted friends of existing fans, which increased the click-through and conversion rates. We also found Sponsored Stories to be extremely effective in reaching our goals. Over 60 percent of Israels Facebook population saw the ads more than 2 million people.