Campaign Approach

I am working on the DMND Program challenge, where potential customers land on the free e-book page.
My campaign approach was to address the needs of my target persona, women 25 –31, looking to add
addition skills to her skillset so that she can launch into a different career. She is already familiar with
social media and wants to learn to take advantage of her skills. She does not have a lot of time or a large
budget. She wants to know the source is credible.

I chose pictures with elegant and modern females dressed in business attire that looked contemplative (as
if they wanted to learn more) or sitting productively at their computer (focused on learning and applying
skills). These types of images would speak to my target person who has limited time but is a dedicated
learner. She has access to a computer and wants to learn at a pace that works for her. She also wants to
become a manager in the company, so the business attire is appropriate for professionalism.
 Target Persona
Target Persona
Background and Demographics Needs
Name

1. Accurate, thorough yet

Age: 25 - 31
concise information about
Income level: less than 40,000
program advantages
Gender: Female
2. A way to make a higher
Race: White
Sally M. Spaulding income
Education: Undergraduate
3. To have enough time to take
degree in Nutritional Sciences
a class
4. A way to get an advantage in
the current work place

Hobbies Goals Barriers

1. Yoga
1. Not enough time
2. Spending time with friends 1. Wants to make a higher income
2. Not enough money
3. Beach volleyball 2. Wants to be able to find a
3. Not knowing where to find
4. Volunteering and quality program that is easy to
adequate information
fundraising for charity research and is able to be
4. Working in order to make
(American Breast Cancer completed in a timely manner
enough money to get by
Foundation) 3. Wants to be able to become a
5. Busy life - needs time to
5. Spending time with managerial level in company
balance it all
boyfriend
 Marketing Objective

What marketing objective did you aim to achieve with your campaign?

● Marketing Challenge: DMND Program (Free E-book Download landing

page)
● Budget: $100
● Timeframe: 4 days
 KPI

What primary KPI did you track in your campaign and

why?

KPI: Number of e-mails acquired from people signing

up/number of downloads of the e-book.
Campaign Summary
 Campaign Summary – Target Audience

I targeted woman ages 25 – 31 in the Chicago area (+25 miles) who speak English (US). Their education level could be college
graduate, some college, or some graduate school. I chose these options based on my target persona that I described
previously. She wants a change in her career so likely she is college educated or has had some college experience.

I used a lot of interests that focused on digital and marketing skills. I addressed these skills because people who are
interested in technology often have many interests and like to learn new practices in the digital world. They might take
interest in learning a new skill with the downloadable E-book that expands their knowledge. This also could be a subject that
my target persona has been researching while considering a new career path. A free downloadable e-book is a good way to
kick start her journey into pursuing a career in technology.

Additionally, I wanted to incorporate interests of work/life balance because that is an important requirement of my target
persona’s need. By downloading the free E-book, it demonstrates that the company respects her time. She is learning at her
own pace in an affordable way. This can motivate her to do more research on Udacity as a company and explore their class
options that at are suitable for her lifestyle.
 Ad Copy
● “Expand your skills set and grow! Download our free e-book to learn more about to learn more about social media
advertising using Twitter, Instagram, Facebook and more!”

● I used the introductory statement, “Expand your skill set and grow!” because I wanted to appeal to her emotions for
change. My target persona desires change and is curious about how she can do it. This sentence appeals to her emotions
and grabs her attention right away.

● I then say “Download our free e-book to learn more…” in order to provide a call to action. Now that she is curious
downloading the e-book is a good way to take action. She can fulfill her uncertainty by reading the e-book and learning
more.

● For the next part,”.. about to learn more about social media advertising”, I write about social media to relate to her social
media skills and interests. This allows her to connect her everyday experience to a potential career path. She realizes her
social media skills are valuable, and can be applied in advertising (a new potential career path). She then gains confidence
that she has needed skills that are useful in marketing.

● Finally I utilize big names that she will recognize, “…using Twitter, Instagram, Facebook and more!” These names grab
attention because she is familiar with them and probably uses them everyday. She will feel that she has valuable skills that
she can use for a career change. All she will need to do to start is start reading the e-book. Therefore, she will download
the e-book so that she understands how her journey can begin.
 Ad Copy Creatives

● I chose pictures with elegant and modern females dressed in business attire that looked contemplative (as if they wanted
to learn more), sitting productively at their computer (focused on learning and applying skills), or smiling freely in a
pleasant background (activating their awareness of their social media skills).

● For the images of women in more professional settings, I hoped to engage my target person who has limited time but is a
dedicated learner. She can see herself become a true professional through dedication and balance. She can easily picture
herself becoming successful and working in an office setting with the tools that we provide for her.

● The social media themed pictures were of the girl with the green hat and the woman holding a cup. I wanted to see if these
would appeal to my target audience because they address the woman’s current state and ignited the idea that she can
utilize her social media skills in a new profession.
Ad Image- Example 1

● Image used from Facebook’s stock photos

Ad Image- Example 2

● Image used from Facebook’s stock photos

Ad Image- Example 3

● Image used from Facebook’s stock photos

Ad Image- Example 4

● Image used from Facebook’s stock photos

Ad Image- Example 5

● Image used from Facebook’s stock photos

Ad Image- Example 6

● Image used from Facebook’s stock photos

 Key Results
Present the most important metrics per ad

Campaign Results Reach Cost per Result Amount Spent

Ad One 0 417 $0.00 $6.28

Ad Two 0 441 $0.00 $9.90

Ad Three 3 downloads 2,796 $16.71 $50.14

Ad Four 0 852 $0.00 $5.08

Ad Five 0 910 $19.80 $19.80

Ad Six 1 download 1,804 $8.80 $8.80

Overall 4 downloads 5,405 people $25.00 per E- $100.00

total book download
 Marketing Challenge Reference
Campaign Evaluation ● DMND: conversion value
(revenue) of $15 per collected
email address
1. Evaluate the success of your campaign, given your marketing objectives.
a. Which ad performed best?
The best performing ad was Ad #6. Ad #6 did not have as many downloads or reach as Ad #3, but it was much more cost effective than Ad #3. Ad #3 had 3
downloads, reach of 2,796, cost per result of $16.71, and total spent was $50.14. Ad #6 had 1 download, reach of 1,804, cost per result of $0.00 and amount
spent was $8.80. Ad #6 was in the end, the most cost effective for the most reach and conversions. Ad #3 was very effective, but costly.

If the budget is not as important, the Ad #3 is considered the most effective because it has the most conversions which was the ultimate goal in this
campaign.

b. Was your campaign ROAS (Return on Advertising Spending) positive? Please use this equation to calculate ROAS:
i. ($15*# of leads)/cost=ROAS for DMND
($15*4)/$100 = .6 = 60%

Since our ROAS is less than 1.0, it is negative. The campaign returned 60% of its original value, so it was not successful. A way that I could improve it to
increase ROAS would be to decrease the parameters of the Facebook campaign so that it reaches a group that has more of a need for our specific product.
Another option would be to increase the age range, because my current age range is 25 – 31, so increasing it into mid 30s could help the ads reach more
people.
 Campaign Evaluation: Recommendations
I would choose images that exactly hit my target persona and what he or she might be wanting for the future. I would use
images that appeal to goals, or ways to use the product. Looking at my Ad Creative data, most reach and conversions happened
when the images allowed customers to picture themselves in the image setting. For example, my target persona wants to see
herself working in a different career than her current job. The professional workplace images resonated highly with her because
they allowed her to imagine herself in a career associated with digital marketing. The woman seem successful and in high level
roles which appeal to my target in her long term goal.

I could also consider changing my Ad Copy to see if there is more results from placing ideas in different orders. I could try
putting the call to action first to see if that would lead to more conversions. My Ad Copy might read, “Download our free e-book
to learn more about to learn more about social media advertising! Expand your skills using Twitter, Instagram, Facebook and
more!”

Another potential improvement would be choosing a handful of “Interests” for the target instead of the many that I chose. Too
many options may have spread the advertising too thinly with my the ads reaching a group of people who would not resonate
with them as deeply.
 Appendix
Screenshots for
Reference
Campaign Results: Performance Overview
Campaign Results: Performance
Campaign Results: Demographics
Campaign Results: Placement
Ad Set Data: Performance Overview
Ad Set Performance
Ad Set Data: Delivery Overview
Ad Set Delivery
Ad Set Data: Engagement Overview
Ad Set Data: Engagement