In order to increase engagement in peak periods, NMPi optimised off-promotional periods to expand awareness of the Eurail brand, to those who were in the consideration phase of the funnel, Using facebook as the main social channel to push out an engagement campaign for Eurail. Using Facebook’s additional tools, such as ad creation, the NMPi team were able to mould our single image ads into a video, which helped to engage customers and also limit ad fatigue whilst being limited by creative. Data gathered generally saw a higher click-through-rate and lower frequency when implementing this tool. NMPi also brought creative agency, Shuttlerock FMP, who were able to use static imagery, and transform them into an interactive, eye catching piece of content.
NMPi used a combination of retargeting and prospecting for this campaign. To test performance, NMPi ran a Facebook controlled test, which split traffic so half users would see single image ads created by Eurail content team vs. animated video creative based on Eurail’s single image ad (transformed by Shuttlerock FMP). We kept the placements identical, running on Instagram feed, instagram story and Facebook feed.