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!
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.
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.
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.
- 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.
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.
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.