Teen Wolf: Expanding reach cost effectively in Facebook
The Situation:
MTV was looking for ways to expand awareness and interest for their new show Teen Wolf. Since the show was new, it had only limited number of fans in Facebook and cost about $1.34 in CPM to reach them.
The Solution:
Colligent’s targeting identified top 10 TV shows that Teen Wolf fans engaged with and vice versa. Among them, 5 shows (highlighted in green in table below) had lower average CPMs and much higher collective reach (unduplicated).
The Results:
Targeting these TV show fans expands the reach by 11.15 times with CPM that are 22% lower, while maintaining very high relevance.
| # | Show | Relevance (MeQ™) | Facebook CPM | Facebook Reach |
|---|---|---|---|---|
| Teen Wolf | $1.34 | 26,540 | ||
| 1 | The Nine Lives of Chloe King | 99.38 | $2.38 | 112,420 |
| 2 | 10 on Top | 95.57 | $1.11 | 3,380 |
| 3 | Skins (US) | 95.05 | $0.94 | 300,100 |
| 4 | Pretty Little Liars | 94.25 | $1.07 | 105,600 |
| 5 | Switched at Birth | 92.75 | $1.66 | 180,860 |
| 6 | The Hard Times of RJ Berger | 91.96 | $1.01 | 202,740 |
| 7 | The Glee Project | 91.46 | $1.58 | 96,360 |
| 8 | Melissa & Joey | 90.42 | $2.08 | 135,520 |
| 9 | Falling Skies | 89.45 | $1.59 | 242,520 |
| 10 | The Secret Life of the American Teenager | 89.30 | $1.10 | 9,520 |
| Avg CPM | $1.05 | |||
| Cost Savings | 22% | |||
| Undup Reach | 296,000 | |||
| 11.15 times |
||||
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