Case Study: SMTV Scores with Facebook Marketing and Management
September 7, 2017
When Les Stroud, aka the Survivorman, decided to launch his own network, SMTV, he knew growing his audience on Facebook would be essential. He turned to Marketing 360® for social media marketing and management. Here are some of the tactics that helped him grow his audience and gain more subscribers.
Lookalike Audiences
Because Les already had a platform as Survivorman on the Discovery Channel, he had a following on his personal Facebook page.
This was a perfect starting point to target new audiences through Facebook’s Lookalike targeting. With this tactic, we targeted people who liked Les’ personal page with a campaign to gain more followers on SMTV. As the overall SMTV audience grew, we set up a lookalike audience based on those followers:
This was a straightforward starting point. Take the people we already knew liked Les, then mirror that audience using Facebook ability to create lookalike models.
Interest Based Targeting
The next step was to target people who may or may not know about Les, but definitely would be interested in his program.
Again, quite straightforward on Facebook. In this case, we created a custom audience targeting people who watched other similar programs, including Survivorman itself:
This allows us to put ads directly in front of people likely to subscribe to the channel.
This strategy creates a lot of impressions, but also delivers targeted conversions.
Facebook Social Media Management
Organically, SMTV Network is perfect for marketing on Facebook. Les Stroud’s content and videos are a natural to share with his followers.
For example, we took the nature-focused trending topic of Shark Week and hit on a post that doubled the previous engagement of any other post:
In the month of July, we found that overall best engagement on organic came when SMTV Network also did some posting internally:
Now the focus is on Survivor Man 24 Hours, a program that shows people how to survive in the wilderness if they’re lost overnight.
SMTV Network continues to gain traction on a unique concept driven by a unique individual. The targeted traffic of Facebook is perfect for engaging people who are interested in Survivor Man 24 Hours, from people who already know who Les Stroud is to people who’s interests indicate they’d be fascinated by what he does.
*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.
Get Plans and Pricing Below
Get the know-how to get ahead
Get business, marketing and sales tips written by experienced industry practitioners. 100% free. Cancel anytime.