advertising

Case study: social media ad campaign for children’s book “P is for Pterodactyl

P IS FOR PTERODACTYL is the perfect product for a social media ad campaign. The English language is difficult to learn because of the many exceptions to spelling, grammar and pronunciation rules. This silly, fun read-aloud book by Rapper Lushlife (Raj Haldar) and Chris Carpenter teaches kids the ins and outs of spelling and phonetics. Adults love it, too!

 

P is for Pterodactyl
P is for Pterodactyl | The Worst Alphabet Book Ever

Buyer demographics

Who would buy this book? P IS FOR PTERODACTYL is attractive to parents with young children, parents with school-age children learning to read, and to grandparents, aunts, and uncles. More females than males would buy the book. Relatives would buy this book as a gift.  Buyers are more likely to be college-educated, often with advanced degrees.

P is for Pterodactyl inner pages
P is for Pterodactyl | inner pages

Buyer persona

Digital marketing technology lets us target specific buyers, or personas. My marketing campaign targets a buyer called “90th Percentile Nana.” She is 55-65 years old, married or widowed, with two or more grandchildren. Her household income is in the 90th percentile of U.S. Households. She has an Amazon Prime account, a college degree, drives a luxury SUV, and has a designer Doodle dog. 90th Percentile Nana is in a book club and is tech-savvy, but prefers physical books to Kindle books. She is a foodie and an amateur chef who walks or exercises to stay fit.

Grandparents love P is for Pterodactyl

Buyer's goals and challenges

Buyer’s goals:

  • Entertain grandchildren
  • Visually appealing book
  • Durable book, can be read over and over
  • Teach grandchildren the alphabet
  • Teach grandchildren to read
  • A New York Times Bestseller and/or award-winning book.
Buyer’s challenges:
  • Tired of the standard bedtime books
  • Finding a unique and interesting book
  • Finding a funny book with educational value.

Social Media Marketing Strategy

Goals and social media platform

The ad campaign goals are to create product awareness through advertising and generate sales leads. Facebook is a good fit for these goals, as it is the leading social platform with 2.7 billion monthly users; 54% Female, 46% Male. Facebook hits the sweet spot for 90th Percentile Nana’s demographics. Facebook has more users, and a greater percentage of users, in the target age and income groups than TikTok, Pinterest, Instagram, or YouTube.

Social media scheduling

A key element of a social media campaign is timing. SproutSocial shows the highest Facebook engagement times are Tuesday, Wednesday and Friday between 9 a.m. and 1 p.m. (Figure 1). The American Marketing Association recommends skipping Saturday posts.

 

I developed a two-week schedule for Facebook posts and News Feed Ads (ads that pop up on your Facebook feed) targeted at peak engagement times. Content and design strategies include:

  • Each Facebook Post will be a Sponsored News Feed with one or more images plus text.
  • Many of the posts will be educational and informative versus “hard sell.”
  • Each Facebook Ad will appear in the user’s News Feed and will use images or graphics and limited text.
  • Using images of the book itself will help to build product awareness.
  • The ads will offer 10% to 15% discounts or free shipping and will ask users to sign up for emails and/or texts. 
P is for Pterodactyl, sponsored Facebook post
P is for Pterodactyl, sponsored Facebook post

Metrics

Of the hundreds of social media metrics available, I selected a few to gauge the success of the P IS FOR PTERODACTYL advertising campaign:

  • engagement
  • impressions
  • mentions
  • tags
  • reposts
  • shares.

Marketing Collateral

Marketing pieces for the social media ad campaign use images optimized for Facebook. Collateral includes ads for desktop and mobile views, considering most people interact with social media accounts on smartphones—though 90th Percentile Nana might be more comfortable using a desktop or laptop computer. Marketing collateral also includes an original Acme Books logo for the ad campaign.

P is for Pterodactyl, mobile ads
P is for Pterodactyl, mobile ads
P is for Pterodactyl, mobile ad with signup form
P is for Pterodactyl, mobile ad with signup form
P is for Pterodactyl, desktop ads
P is for Pterodactyl, desktop ads
Acme Books logo by Jill B Gilbert
Acme Books logo by Jill B Gilbert

For further information on this digital marketing case study or to hire Jill B Gilbert for marketing communications advice or to design social media graphics, illustrations and ads for your company, please contact us.

Posted by JBG in Branding, Consulting, Corporate Identity, Design, Graphics, Illustration, Logo Design, Marketing

New energy drink packaging crushes the competition

My challenge was to design the packaging for a new energy drink and then create social media ads to post via Google Ads. The result is packaging for three flavors of Speed Whiz Energy Drink, a (fictional) energy drink that provides “All the Sugar & Twice the Caffeine” of normal energy drinks. The 500 ml aluminum can might account for the beverage’s high energy levels–most energy drinks come in smaller cans.

Three cans of Speed Whiz Energy Drink, with Mango Blast, Kiwi Slush, and Berry Crush flavors.
Speed Whiz Energy Drink packaging by Jill B Gilbert

The Google Ads focused on the tag line, “All the Sugar & Twice The Caffeine.” That should get someone’s attention!

Posted by JBG in Branding, Corporate Identity, Design, Logo Design, Marketing