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\nDe basis bestond uit een actief en consistent gevuld Instagram-account met hoogwaardige organische content. Om deze content meer bereik en impact te geven, is een bestaande profielweergavecampagne strategisch geoptimaliseerd.
\nIn plaats van een brede interesse-doelgroep is gekozen voor een kwalitatieve look-a-like doelgroep, gebaseerd op bestaande Instagram-volgers. Door te targeten op gebruikers met vergelijkbaar gedrag en interesses, werd de kans vergroot dat de nieuwe doelgroep daadwerkelijk affiniteit heeft met huidverzorging én met het merkverhaal van AM.PM Skincare.
\nDaarnaast zijn de creatives vernieuwd. In plaats van bestaande posts te promoten, zijn speciaal ontwikkelde brandingvideo’s ingezet. Deze video’s brengen het verhaal en de visie van AM.PM Skincare krachtig over en nodigen uit tot een profielbezoek. Eenmaal op het profiel maken bezoekers kennis met productinformatie, lanceringen en actuele content.
\nOm het budget zo efficiënt mogelijk in te zetten, zijn bestaande volgers uitgesloten van de campagne. Hierdoor wordt volledig gefocust op nieuwe potentiële volgers. De look-a-like doelgroep vernieuwt bovendien automatisch mee naarmate het account groeit, wat bijdraagt aan de duurzame en toekomstbestendige strategie.
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\nWat ik mooi vind aan deze campagne, is dat enkele gerichte optimalisaties zo’n groot effect hebben gehad. De groei in volgers is gerealiseerd, zonder dat er binnen Meta daarop gestuurd kon worden. Het resultaat komt dus echt uit de gekozen strategie. De brandingadvertenties en organische content versterken hierin elkaar en het is waardevol om te zien hoe dit op kort termijn resultaten geeft.
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