Laser precision social media targeting drives ROI for healthcare leader

Keen to explore the opportunities of paid social media to impact the bottom line, Lumenis Aesthetics’ Marketing Director, Justin Richards, approached The Crocodile to define and deliver a strategy for key European markets.

Lumenis is a pioneer in the field of aesthetic medicine with world-renowned expertise in innovative energy-based technologies, including laser, intense pulsed light (IPL) and radio frequency. Innovative products require innovative go-to-market approaches.

Facebook lead adverts were just one part of a highly targeted, multi-language and multi-channel advertising approach recommended by The Crocodile to reach hair removal and skin treatment practitioners and professionals.

In just two privacy-safe clicks (one on the in-newsfeed ad, another to submit the autofilled form) dermatologists, cosmetologists, cosmetic surgeons, laser therapists, estheticians, and beauticians (or Kosmetikerinnen, Chirurginnen or Dermatologen in Germany!) were able to register their interest in the new generation of laser system.

More than 70 leads were generated at an average cost of ~£20 per lead. Yes, higher than your average click-to-website cost-per-click on Facebook, but consider this: by ‘lead’ we’re talking in-market, purchase-ready, named and telephone numbered contacts, and when your average unit price is £40,000 the potential return on a £1,400 investment is huge. Sales team follow up to date has resulted in a single conversion that already translates as 2,757% ROI.

Moral of the story? Lead adverts: simple for people and valuable for businesses.

The @crocbites social media roundup – May 2016

May was quite possibly Twitter’s month for far-reaching social news, but there was plenty of other stuff going on too – let’s have a look.

Facebook

After taking a bit of a battering in the media about how its trending topics were curated, Facebook has decided to update the way they’re done.

Fancy being on X Factor, but no auditions take place near you? Don’t worry – just do them over Facebook Live.

Facebook announces a load of product updates to help more businesses drive sales across its main site and Instagram.

Twitter

As you may have heard, the 140-character is being relaxed.

How influential are influencers on Twitter? Spoiler: pretty darn influential.

The Connect tab will help users discover accounts that Twitter thinks they’ll be interested in.

Instagram

They’re here! Business profiles are now a thing on Instagram.

Insta simplifies its logo and the app’s design so that photos and videos are even more the focus.

You love videos? You love carousel ads? Well, now you can have videos as part of your carousel ads!

YouTube

Good news! Three million people watched the Champions League and Europa League finals on YouTube, as Google takes a swipe at Facebook and Twitter’s live video platforms.

Bad news! Amazon’s looking to muscle in on YouTube’s main raison d’être by allowing users to post videos and earn royalties for them.

Vine

There’s a new Windows 10 app for Vine, if that’s your sort of thing.

Periscope

Search for broadcasts that interest you, save streams for longer than 24 hours and Periscope… with drones? All coming… soon, apparently. We’ll keep an eye on those.

Something that’s happening now is Periscopers becoming self-policing, to help keep it friendly and instantaneous.

Pinterest

Pinterest starts a seven-month campaign of ads on Channel 4 that use the channel’s content as their inspiration.

That’s it for what’s certainly been a notable month. We’ll be sure to keep an eye on how these changes work in practice and look out for new innovations – the summer’s sporting events are sure to see social come to the fore. Let us know if you see anything good – @crocbites.

Aryzta Americas’ digital food catalogue

The Crocodile’s latest project for ARYZTA – one of the largest bakery companies in the world – called on our digital expertise to scope, design and build an online platform to showcase the range of ARYZTA Americas’ foods available across North America.

We’re a bunch of digital geeks and foodies so working on a project that tickled our tech taste buds (with lots and lots of cookies!) was a dream come true. In response to the brief, we baked up an online food catalogue good enough to eat.

The catalogue was built with complex logic and sophisticated functionality to enable users (ARYZTA teams across North America) to search for specific food types in a broad range of categories. SAP data integration also enabled us to streamline the build, inputting vast quantities of ARYZTA’s data efficiently.

Sadly for our sweet teeth, we didn’t sample all 100 products but our waistlines are grateful.

The @crocbites social media roundup – April 2016

Our favourite social media platforms were certainly busy during April, bringing out loads of new features between them. Let’s have a look at what’s been introduced…

Facebook

Greater strides are being made with Facebook Live, as you can now stream directly into groups and events – great if you’re running a promotion.

Technically this happened in March to no fanfare, but you’re no longer restricted to 20% text on ad images.

It’s now even easier for people to contact your business through Messenger.

You’d probably better check how Facebook’s amended branded content policies affect your marketing.

News feed algorithms have been tweaked so customers may still see content even if they don’t regularly interact with its creator.

If your PC or tablet’s using Windows 10, you can now get Facebook and Messenger apps.

Twitter

It’s much easier to share tweets as DMs in case you want to chat about their contents privately.

Want to better target customers and monitor how your advertising is doing? Now you can, as Twitter has added new layers to its ads editor.

It feels as though we’ve been talking about First View ads for a while, but they’ve only just been released to UK marketers.

Apparently only 2% of users opt out of Twitter’s algorithmic timeline…

Instagram

Fresh from extending the length of its videos, Instagram now offers you a curated section.

Instagram for Windows 10 is now a thing.

YouTube

Spatial audio is now available on 360-degree videos, to help with the immersive feel.

Rather than have people skip bumper videos 5 seconds into a 30-second clip, you can now create 6-second standalones.

Pinterest

Good news! Pinterest has a new app that’s much quicker to load and is perfectly legible in 31 languages.

Like First View on Twitter, it feels as though Promoted Pins have featured prominently for a while, but they’ve only just been rolled out in the UK.

Vine

Much like you can binge view a series on Netflix, you can see Vines back-to-back by using the new Watch feature.

It’s been a bumper crop of new features of late, but that’s it for another month. As ever, let us know if you spot something; tweet us @crocbites.