2. Who is Compass Labs?
The Science Behind Intelligent Social Advertising
We mine public
social data
Extract targeting
intelligence by
applying predictive
algorithms and NLP
Reaching the
precise audience
you need
4. LowYo – Situation Analysis
Goal: Associate LowYo Yogurt with healthy eating. Increase fan/follower base,
brand engagement and improve LowYo brand sentiment.
Social Position: LowYo Yogurt Average
Fans 80,000 ~350,000
Followers 8,000 ~12,000
Positive Brand Sentiment 35% 43%
Audience Engagement Index 80 110
Client Objectives: $500k social ad campaign
» Reach women 18 to 45, HH income >$65k, who are active, interested in
healthy eating, exercise frequently, and are diet conscious
» Double fan base and close competitive gap
» Increase favorable brand sentiment by 20%
» Hit Audience Engagement index of 100
» Deliver 125,000 free sample coupon offers
5. CLIQ: Media Planning Approach
How should we
target?
How do we reach
them?
Behavioral Audience
Clusters
What creative
should we employ?
6. Proposal: $500K Plan & Deliverables
Brand Building: $200k
•Like Ads Compass Labs Deliverable:
•Page Like Featured Stories
200,000 Facebook Fans
•Page Posts to Non Fans & Fans
•
(+250%, $1 CPF)
Recipe Video
Facebook
• Brand Stories 20,000 Twitter followers
• Event stories
$400K (+150%, $2.50/follower)
Coupon Offers: $200k 40% Lift in Engagement
•Page Posts to Fans (index at 112)
• Free Sample Coupon
•Standard FB Ads to Coupon Landing 26% Increase in Brand
Page Affinity
40% Cost 230,000 Sample Offer
Coupons Delivered (+84%)
Savings!
Twitter Followers / Coupons $100k Provide rich, actionable
Twitter
•Promoted Accounts and Tweets - $50k
$100K audience insights
•Sample Coupon Offer - $50k
Note: Targeting and creative recommendations provided separately. 6
