Serato achieves monumental increase of 262% in Facebook followers
Serato creates world-leading audio software for professional DJs and musicians. Serato is based in New Zealand and has partnerships with many highly regarded hardware, software, and record industry companies worldwide.
The main objective was to introduce Serato to the DJing community and through a discovery phase, grow Serato's fan base. By engaging with fans on Facebook, Serato is able to interact more closely, communicate more efﬁciently and strengthen its relationship with a loyal, "likeminded" community.
Reach and connect
Serato has a very loyal following and strong brand presence in the international DJing community. It made total sense to engage with DJing fans at places where they 'hang out online', and Facebook was the right platform to use.
The objectives were:
- To increase Facebook likes
- To improve Click-through-rates (CTR)
- To reduce Cost-per-click (CPC)
- To improve conversion rates (Facebook likes per click)
Through Facebook Advertising, Serato is able to introduce and extend its reach into the DJing community and connect with fans from all over the world. FIRST was tasked with improving the performance of the existing Facebook Advertising campaign by increasing 'likes' while reducing cost per acquisition. A lofty initial target of 100,000 likes was set which would be a great achievement for the NZ-based company.
With the aim of matching the right message to the right target audience at the right time, FIRST was able to drive the following results for Serato:
- Facebook likes increased from 38,820 to 102,000
- Click-through-rate (CTR) increased 3X
- Cost-per-click (CPC) reduced in half
- Cost-per-like (CPL) reduced in half
To achieve the set outcomes, FIRST continually optimised around 3 key areas.
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- We ensured that the ads were targeting the right audience (DJ speciﬁc)
- We focused on making sure the ads conveyed the right message
- We wanted to maximise the desired outcome once the visitor arrived on the Facebook page by presenting an appealing offer or reason to act, which in this case was to increase the 'likes' received