How mindset-based communication improves ROI of Facebook campaigns

The evolution of the social media space has led people to form stronger connections by communicating and interacting with each other. As the conversations evolved, marketers devised strategies to ensure ease in execution and delivery. But the landscape was still driven by people’s behaviour and demographics, which was not the most efficient algorithm.

Zirca Digital Solutions’ whitepaper, ‘Drive superior campaign performance on Facebook’, examines how to measure the delta of performance metrics when standard communications are compared to mindset-based communications. This whitepaper is the latest addition to the “Ungeek” series, which is a deliberate effort to collate business and consumer insights. It is translated into actionable intelligence for the digital and marketing fraternity.

The ConsumeriQ, a Zirca product which is an intelligent media planning tool based on users’ mindsets, helped drive a test. The ConsumeriQ Archetype Indicator Test aided the consumers to know about their archetypes. The campaign was conceptualized in two phases wherein first we arrive at mindsets and after analysing and optimising the archetypes, different communication strategies are curated.

Key highlights from the study:

• A scientific process was carried out to determine the success of the Facebook Campaign which used insights as a catalyst to make the creatives
• The campaign helped us understand the archetypes, benchmark performance data, and the best performing creatives in each language.
• Every archetype can be further classified as Thinkers (12%) , Mavericks (15%), and Realists (15%). They help conversations with the audience become more relevant.
• The campaigns saw a reduction in cost per lead, cost per visit, and an increase in click-through rates.

Brands across different industries are great examples of how archetype-based campaigns have enhanced their performances.

• Nissan wished to leverage the consumer intent to purchase their car. They saw 29% higher leads along with 22% lower cost per lead than the target within a few days of the campaign.
• Max life Insurance reached out to their users to put across the brands’ performance-oriented objective and saw a rise of 816% in their engagement rate and 151% in conversion rates. There was also a fall of 78% in the cost per lead.
• The strategy helped create a link between the offline and online audience segments of HDFC Life. This resulted in a jump of 12x in website visits, 1.8% CTR where industry standards are 0.5% and CTR of 2.5% of infographic led story.

These archetype-based campaigns help gain superior results, which ensure to deliver the message to the right audience at the right time.

Neena Dasgupta, CEO and Director, Zirca Digital Solutions, said, “At Zirca, we believe in the power of knowledge, research and insights-driven decisions. This whitepaper will bring out the importance of mindset-based communications for a fast-paced platform like Facebook. Zirca works to assist the users at every step of the way to ensure the right message is delivered to the correct target audience and in the most efficient manner. We have consciously curated this paper to highlight how mindsets overrule the point of demographics determining behaviour.”