The new ad format, which was launched last week, allows consumers to go beyond “becoming a fan” or “attending an event”, but also enter their address to request a sample.
O2 will use the sampling ad format to offer new customers free SIM cards once they have engaged with the brand. The ads will be targeted using Facebook’s advertising platform and fans will be encouraged to provide feedback on the site.
Other brands to have signed up to use the new format include Fiat and Marmite, which is using the site to offer samples of its new cereal bars range.
Anton Colton, senior online marketing manager at O2, says: “Social networks are a key channel for O2 Pay & Go. We like the way Facebook lets us build two-way engagement with our prospective customers, on their own terms. In a crowded market, innovation is key. This is the first time we’ve tried sampling ads on Facebook but we’re confident it will work well both for us and for people responding to the adverts.”
Stephen Haines, UK commercial director of Facebook, adds: “Being able to build a two-way dialogue with prospective customers and gain insight into this audience in terms of their likes, interests and beliefs will also help these brands to develop a more powerful, lengthy and profitable relationship with consumers.”
David Parfect, UK agency group head at Facebook, concludes: “Engagement ads on Facebook are proving very successful as they enable brands to have genuine two-way conversations with consumers in an authentic and engaging way. We’re seeing strong initial interest from UK brands in the newly launched sampling ads, which enhance the direct response element of campaigns through the platform.”
“Sampling ads are a great way of getting products in the hands of a targeted group of consumers who already have an interest in what you’re providing, whether it’s a car brochure, snack bar or in this case Pay & Go sim cards. All of our engagement ads have the same objective – helping brands develop more powerful, lengthy and profitable relationships with their key target audience.”