Mesh Facebook Campaign Assignment
The Mesh App is an application which seeks to instigate real human connection through providing users with a simple account and links to interest-based events in their area. While Mesh can be utilized by university administration, club officers, business owners, and other groups, my campaign will focus on reaching students because I think they're an easily accessible and motivated target market. University administrators will want concrete evidence of Mesh's success, and high student support. Club officers will have to be convinced that Mesh is better than other services (MailChimp, FB invites, emails, etc.) in contacting students about upcoming events, and business owners, like universities, will want concrete evidence of Mesh's success and importance. But students are easier. They don't need statistical or psychological evidence of Mesh's success, and they don't have to pay for the app. Thus, my campaign will focus on reaching students. (While club officers are important because they upload events, Mesh co-founders are currently seeking to personally invite club officers to get Mesh.)
- My campaign objective is Conversions. I chose this because I want students to take action on the app; specifically, to become regular users and to mark their attendance of events.
- My ad targeting will utilize photo ads.
- I created several audiences, one for each ad. (Though I used the same basic demographics for each ad: 18-28 year-olds who live in Provo or are 25 miles from it. I specifically chose 28 year-olds as my maximum age because the average college graduate from BYU is 28.) I always targeted BYU and UVU students because those are the university students that Mesh is currently trying to reach. While student support is essential for the app's survival, Mesh is mainly looking to recruit local students and then eventually move outwards. For ad #1, I targeted people who are interested in movies, TV shows, all games, console games, and canvas games. For ad #2, I targeted people who are interested in live events (parties, dances, live music, etc.), music, energy drinks (which are often served at music festivals), dancing, and tourism. For ad #3, I targeted people who are interested in sports games, live events, fitness and wellness (which includes things like running, exercising, etc.), and sports and outdoors (which includes things like boating, basketball, volleyball, etc.). I chose the specifics for each ad according to the interests involved in each ad. (For example: ad #1 involves video games, so I chose people who liked gaming and TV shows.)
- My ad will be shown on Facebook, Audience Network, Instagram, and Messenger.
- When asked about their advertising budget, Kamel stated that roughly $10,000 would be devoted to advertising. This money will be spent according to impressions (specifically, every time someone uses the app).
- The schedule will begin on April 27th at 12am and run until December 22nd at 6pm. This covers (roughly) the spring/summer terms of BYU and UVU, as well as their first semesters. I chose this schedule because I wanted to increase new student usage. While the amount of new students in spring/summer is small, it will greatly increase from late August-September. This will (hopefully) increase the views and usage of the Mesh app, as new students receive ads about how to find new friend groups.
- Ads:
#1:
Feedback on the app itself: Very simple and efficient, I like it! It's easy to edit/change my interests, and scroll between different interest-based events. Each event page seems clean, informative, and easy.
The Mesh App is an application which seeks to instigate real human connection through providing users with a simple account and links to interest-based events in their area. While Mesh can be utilized by university administration, club officers, business owners, and other groups, my campaign will focus on reaching students because I think they're an easily accessible and motivated target market. University administrators will want concrete evidence of Mesh's success, and high student support. Club officers will have to be convinced that Mesh is better than other services (MailChimp, FB invites, emails, etc.) in contacting students about upcoming events, and business owners, like universities, will want concrete evidence of Mesh's success and importance. But students are easier. They don't need statistical or psychological evidence of Mesh's success, and they don't have to pay for the app. Thus, my campaign will focus on reaching students. (While club officers are important because they upload events, Mesh co-founders are currently seeking to personally invite club officers to get Mesh.)
- My campaign objective is Conversions. I chose this because I want students to take action on the app; specifically, to become regular users and to mark their attendance of events.
- My ad targeting will utilize photo ads.
- I created several audiences, one for each ad. (Though I used the same basic demographics for each ad: 18-28 year-olds who live in Provo or are 25 miles from it. I specifically chose 28 year-olds as my maximum age because the average college graduate from BYU is 28.) I always targeted BYU and UVU students because those are the university students that Mesh is currently trying to reach. While student support is essential for the app's survival, Mesh is mainly looking to recruit local students and then eventually move outwards. For ad #1, I targeted people who are interested in movies, TV shows, all games, console games, and canvas games. For ad #2, I targeted people who are interested in live events (parties, dances, live music, etc.), music, energy drinks (which are often served at music festivals), dancing, and tourism. For ad #3, I targeted people who are interested in sports games, live events, fitness and wellness (which includes things like running, exercising, etc.), and sports and outdoors (which includes things like boating, basketball, volleyball, etc.). I chose the specifics for each ad according to the interests involved in each ad. (For example: ad #1 involves video games, so I chose people who liked gaming and TV shows.)
- My ad will be shown on Facebook, Audience Network, Instagram, and Messenger.
- When asked about their advertising budget, Kamel stated that roughly $10,000 would be devoted to advertising. This money will be spent according to impressions (specifically, every time someone uses the app).
- The schedule will begin on April 27th at 12am and run until December 22nd at 6pm. This covers (roughly) the spring/summer terms of BYU and UVU, as well as their first semesters. I chose this schedule because I wanted to increase new student usage. While the amount of new students in spring/summer is small, it will greatly increase from late August-September. This will (hopefully) increase the views and usage of the Mesh app, as new students receive ads about how to find new friend groups.
- Ads:
#1:
#2:
#3:
Feedback on the app itself: Very simple and efficient, I like it! It's easy to edit/change my interests, and scroll between different interest-based events. Each event page seems clean, informative, and easy.
Good explanation of your campaign objectives. I like your subsets of audiences you chose. The ads themselves are good visuals and I like that you went with succinct copy meant to create FOMO. Well done!
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