Clearly, the traditional, one-size-fits-all method of reaching the buyers of women’s wear was not working. How could we more effectively reach the whole of Target’s female demographic while accounting for different styles, personalities and ages? And what’s more, how could measure our success?
“Repetition Priming” is a psychological technique that employs repeated exposure as a way of breeding familiarity and, eventually, positive emotions. With enough exposure, people can actually fall in love with the entity. Applying this concept to social media, we felt it was the perfect way to target interested customers with accuracy and measurability.
Starting with Facebook advertising, we embedded tags in every women’s wear ad to tell us if someone showed interest in the clothing item being advertised. This was defined as a click, a “Like,” hovering over the ad or simply pausing to look at the ad for at least three seconds.
Next, if the customer interacted with the ad in any of these ways, we served additional ads that repeated the same product and message but in different formats that felt fresh. At this stage of “Repetition Priming,” it’s theorized that awareness of the product turns into consideration.
Finally, if the customer continued to show interest in the ads, we served a final ad that included the type of call to action that you would expect to see in retail advertising. The objective here was to nudge customers from consideration to action.
Because the ads were served on Facebook, we were able to collect the names of individuals who interacted with our ads. Then, by comparing those names with Target loyalty card purchases, we were able to determine how much of an impact our “repeated ads” had on those very customers.
Let’s just say the results knocked our Target socks off. There was a staggering 82% correlation between seeing the ads and buying the product. To put it another way, at least four out of five people who saw our final ads went on to purchase the clothing item. And that’s just a conservative estimate based on what we can prove directly.
Finally, we were able to measure our effectiveness – including an unbelievable 1200% return on investment – with truly unprecedented precision.