NFL quarterback Cam Newton and VINTA Supply Co. collaborated to bring a limited-edition backpack to market just ahead of the 2019 holiday season. They tasked SocialScience with developing a marketing strategy that generated mid-funnel brand lift alongside an integrated PR campaign, while also maximizing their sales on a fixed marketing budget. With SocialScience’s help, VINTA far exceeded Facebook’s North American and industry specific brand lift norms, while also achieving their aggressive sales target for the quarter.
VINTA had big expectations of the Type-II C1N when they announced their collaboration with Cam Newton: the team dedicated their entire Q4 marketing budget to the product launch. With the holiday season quickly approaching, VINTA needed to generate mid-funnel purchase intent quickly and profitability. However, the brand lacked experience running paid social campaigns at scale, as well as the creative resources to generate the social-specific ads that would maximize their marketing investment.
First, SocialScience established the key learnings needed to assure campaign success in the first 14 days: What audiences work best? What creative concepts? How do you best leverage a famous NFL quarterback in your creative? What messaging strategies resonate most? Because of SocialScience’s unique structure (creative and media under one roof), all creative production was integrated with real-time media learnings, allowing for creative iteration during the entire campaign flight – hypothesis, test, repeat… hypothesis, test repeat. Performance was continually reinforced through optimization, maximizing growth.
VINTA measured their results using a combination of Facebook Ads manager data and a Facebook brand lift study. At the conclusion of their campaign, SocialScience successfully delivered on all key campaign goals:
