Verizon Wireless
Verizon Wireless
Success Story
Scoring big during World Cup 2014
Verizon Wireless used a Facebook video ad campaign to promote World Cup 2014 “goaling” videos, achieving 33% incremental reach over its TV campaigns and reaching 39% of US Hispanic viewers 18 and over.
- 33% incremental reach over TV
- 95% video completion rate
- 39% of US Hispanic audience aged 18 and up reached
- 68% of total audience reached were light and medium TV viewers
Their Story
Connecting at the speed of life
Verizon Wireless is the largest, most reliable 4G LTE network in the US, and the first nationwide 3G wireless broadband network. Verizon’s powerful technology connects people, companies and communities, and provides convenient mobile services when and where customers want it—every day.
Their Goal
Celebrating together
Verizon Wireless wanted to create a positive association between its brand and the world’s most popular sport during World Cup 2014. Working in collaboration with Lopez Negrete, Moxie and Zenith, the company developed a Facebook video ad strategy to reach Hispanic soccer fans.
After seeing great results from our video ad campaigns on Facebook, we will continue to use Facebook’s reach and scale to deliver the right content, to the right people, at the right time.
Max Kelerstein, Social Media Marketing Manager, Verizon Wireless
Their Solution
Celebrating the beautiful game
With support from Lopez Negrete, Moxie Interactive and Zenith, Verizon created 24 15-second videos designed to tap into the hype around the 2014 World Cup. These videos featured a variety of fans in different settings celebrating their favorite teams scoring goals, including a young professional disrupting a presentation during a business meeting and a young woman loudly celebrating while in line at the grocery store.
Their Success
Building brand affinity
Measuring campaign performance and results with Nielsen, it’s clear that Verizon not only took advantage of a strong “duplicate – Facebook+TV” reach, but successfully extended its campaign reach with light and medium TV viewers. The company reached 39% of the total US Hispanic audience aged 18 and up, and achieved 33% incremental reach over TV (Nielsen, OCR).
Verizon also achieved the following results:
- 95% video completion rate (Facebook internal measurement)
- 68% of total audience reached were light and medium TV viewers (Nielsen XCR)
- 91% of impressions served on mobile News Feed (Facebook)
- 5-point increase in ad recall (Nielsen Brand Effect)
- 2X benchmark engagement rates (Facebook)
