Challenge 5: Facebook Ads, Gift Card, and Exclusive Auction

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To systematically disseminate and strengthen the results of the survey, we must consider not only who is taking the survey but also how they are engaging with it. Given the specific purpose of the survey – to anticipate the most desired fashion products – we need to ensure the survey is reaching a certain niche of respondents. Namely, the survey should reach participants who contribute to the fashion industry: customers of the fashion label, customers of the fashion label’s competitors, frequent shoppers, and influential fashion followers such as fashion bloggers, magazine editors and enthusiasts. It is necessary to access this cohort of the population as they will provide the most meaningful feedback on the future fashion products.

We estimated the size of our target population using Facebook’s “boost post” function. Since the goal is to figure out what women want from fashion in the future, we looked at women ages 18-45, whose fashion choices will drive trends in years to come. Assuming the fashion label is U.S.-based, we added that restriction to the target population. Finally, we restricted the results to women who are interested in shopping and fashion. This resulted in an estimated target population size of 33,000,000 Facebook users. To include non-Facebook users in our target population, we adjusted the number upward to 46,000,000 based on the estimated percentage of American women who use Facebook. Using Creative Research Systems’ sample size calculator, we found that we would need a sample size of 384 to attain a 95% confidence level with a 5% margin of error. This sample size would ensure that the results are representative of the target demographic so the company can extract valid insights from it. If the number of participants is too low then we run the risk of guiding the fashion label in a less profitable direction.

A crucial component in accessing a representative sample of the population is the way in which we advertise or promote the survey. While other social media platforms like Instagram and Snapchat are growing in popularity, we felt Facebook was the best choice for this campaign. It is the leading social network in the U.S., with 68% of all Americans using it. Our target demographic is especially well represented. 88% of online women ages 18-29 and 84% of online women ages 30-49 use Facebook. In addition, its robust ad platform allows for specific targeting, so that we can ensure our ad dollars are well spent. Even a small boost can have a significant impact for a well-established brand, so we recommend creating a single Facebook post and spending $50 to boost it. To supplement this, we recommend targeting the general shopping audience and our customers by including the survey’s link and description on printed and emailed receipts, as well as reaching out to the larger fashion community by referencing the survey in ongoing posts on the fashion label’s social media accounts and emailing mailing lists targeting those who have engaged with the label’s website or products.

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In order to ensure that those who have received our outreach efforts are taking the survey, we need to both properly incentivize them and simplify the engagement process. We can incentivize our followers to participate in the study by offering a chance at a $50 gift card reward and access to auctions of exclusive clothing items available to only those who completed the survey. This form of advertising fits in well with the social media posts, as the fashion label can catch the attention of its followers by displaying photos of popular items that are available in this auction.

We mocked up two Facebook posts and recommend the fashion label post both, one day apart, and then pay to boost the one that is performing better. One post refers to the survey, while the other refers to the auction. Both invite the viewer to make a judgment on an outfit, just as the survey does. We believe those who find the posts appealing are more likely to be willing to complete the survey. Additionally, the posts emphasize how quick and easy participating in the study is. We suggest the survey’s opening page also indicate its brevity and the absence of typed responses. Its closing page should allow respondents to enter their email address for the auction access code and a chance to win the gift card. This allows those who do not wish to enter personal information to easily opt out while still taking the survey. With these considerations, we have designed our survey outreach efforts to minimize the required completion time, to lower the necessary ability level, to properly incentivize respondents, and to effectively contact a diverse sample of the fashion community.

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