We built an extensive Facebook campaign, running in Finland and Sweden from late April until Midsummer. Our Facebook ads featured striking visuals and funny headlines presenting the experience of barbecuing as an adventure with astronauts and secret agents.
The ads led visitors to a landing page where they could use a finder tool to check the location of their nearest propane vending machine or watch a quick tutorial on how to use the machine. The Facebook audience was improved continuously during the campaign for more accurate targeting.
When the landing page had received a sufficient number of visitors, they were used to build lookalike audiences for further targeting. The campaign was targeted geographically at areas surrounding AGA machines. Selected areas were also targeted with great success using localized ads promoting the nearest vending machine and addressing the local barbecuers. Barbecue-friendly holidays, including May Day, the Swedish National Day and Midsummer, received special attention, with an increased budget and audience during the weeks preceding these events. The campaign content was optimized continuously by singling out the best-performing ad versions.