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Performance Review of SHU Ad Campaigns - Team16 - Week3

The document reviews the performance of SHU Ad Campaigns, focusing on the Super Hero U Ads initiative aimed at increasing brand awareness and engagement among youth. It highlights the effectiveness of Facebook ads in reaching targeted audiences and achieving measurable results, while also identifying underperforming segments that should be discontinued. Recommendations include reallocating budgets from low-performing campaigns to those with better returns on investment.

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adarshhalse45
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9 views14 pages

Performance Review of SHU Ad Campaigns - Team16 - Week3

The document reviews the performance of SHU Ad Campaigns, focusing on the Super Hero U Ads initiative aimed at increasing brand awareness and engagement among youth. It highlights the effectiveness of Facebook ads in reaching targeted audiences and achieving measurable results, while also identifying underperforming segments that should be discontinued. Recommendations include reallocating budgets from low-performing campaigns to those with better returns on investment.

Uploaded by

adarshhalse45
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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2025

Excelerate

Data-Driven Decisions: Performance


Review of SHU Ad Campaigns
TEAM-16
THE TEAM

THE TEAM 16

Meethakshi Arsheen RajiAzeez Euphemia Adarsh Jacinta Surabhi


Melkunde Fatima Rashidat Amakor halse Muthiani Pandey

Team leader Member Member Member Member Member Member


EXCELERATE

SUPERHERO U EVENT

● Competitive event encouraging creativity & problem-solving

● Focused on real social issues linked to UN SDGs

● For high school & college students (individuals/teams)

● Held in 3 rounds: Preliminary → Semi-final → Final (Aug 2020 – Apr 2021)

● Participants create superhero concepts to tackle social challenges

● Promotes innovation, social responsibility & equal education


Excelerate
EXCELERATE

FACEBOOK ADS
Facebook Ads: Driving Targeted Engagement

Facebook Ads are paid promotions shown to specific audiences on Facebook and its platforms (e.g.,
Instagram). They help brands like GlobalShala increase visibility, drive traffic, and engage users through
customized campaigns.

Ad Format Example Target Audience


GlobalShala uses Image Ads ("Link Click" ads), which include: Ads are tailored for different groups, such as:
● Profile name & picture linking to their page
● Students
● Educators & Principals
● Descriptive text

● An image linked to a landing page (e.g., Superhero U)

● Like, comment, and share buttons


Excelerate

PERFORMANCE METRICS
Key data collected includes:

Engagements
Reach (Likes,
& Comments &
Impressions Shares)

01 Clicks 03 Conversions
& (Website Visits &
Click Through Sign-ups)
Rate (CTR)
04
02
1. What is Super Hero U Ads?
Super Hero U Ads is a creative advertising initiative launched as part of the Super Ads event. It is designed to highlight

youth-centric brands, student-focused services, and local businesses using powerful storytelling and social media
marketing especially through platforms like Facebook and Instagram.

2. Objectives of Super Hero U Ads


● Brand Awareness: To increase the visibility of local businesses and student-friendly brands among youth.

● Engagement: To create interactive and emotionally resonant ads that generate likes, shares, and comments.

● Leads & Conversions: To convert interested viewers into customers using targeted offers, click-through ads,
and promotions.

● Empowerment: To support student entrepreneurs and small businesses in leveraging digital advertising.

● Experimentation: To test different ad formats (video, carousel, stories) and refine strategies based on
performance.
3. Impact of Facebook Ads
Facebook ads played a transformational role in Super Hero U Ads, enabling the team to:

● Reach a large and precise audience through detailed targeting (age, location, interests, etc.).

● Achieve quick and measurable results using real-time analytics and performance metrics.

● Create viral impact through shares, comments, and engagements from the student community.

● Promote events, contests, and offers that directly drove footfalls and inquiries.

● Build a brand personality by combining memes, trending content, and short videos.
Excelerate

KEY PERFORMANCE INDICATORS

FREQUENCY: COST PER RESULT CLICK THROUGH


The number of times (CPR): RATE (CTR):
a user is exposed to How much it costs to The number of clicks
the ad in a given achieve a certain an ad receives to the
timeframe goal number of times the
ad is shown.
01 03 05
COST PER CLICK AMOUNT SPENT:
(CPR): The total amount
The amount spent spent on the each
each time someone targeted ad
clicks on the ad campaign

02 04
Excelerate

BEST PERFORMING UNDERPERFORMING


⟶ Audience Engagement: Highest ⟶ Audience insight: High cost spent
engagement in age group 18-24 with very few leads, poor
engagement
⟶ CPC $0.68
⟶ CPC $7.92 (average of all
⟶ CPR $0.96 campaigns)
⟶ Clicks 1308 SHU_STUDENTS SHU_STUDENTS ⟶ CPR $23.11
India Australia
⟶ Clicks 119

⟶ Audience Insight: Extremely low


⟶ Audience Engagement: 18-24 age SHU-STUDENTS SHU_STUDENTS
group again shows highest ROI; leads cost disproportionately
Nepal USA
engagement more than other regions
⟶
⟶ CPC $0.75 ⟶ CPC $4.81
⟶ CPR $2.07 ⟶ CPR $22.45
⟶ Clicks 849 ⟶ Clicks 178
Excelerate
SWOT

INSIGHTS TO THE RECOMMENDATION

SHU_6 SHU_Student SHU_Student


(Educator and Principal) USA Australia

Despite being among Investment is


Follows a similar pattern
the most expensive substantial, but the
to the USA group with
campaigns, the reach is reach is significantly low.
low reach and moderate
relatively low. The • The cost per
CTR.
campaign is not yielding engagement is high,
• Not cost-justified
making this segment
proportional considering the
inefficient
engagement, indicating campaign spend
weak return on
investment

Action
Action Actions
Recommended for
Recommended for Recommended for
discontinuation
discontinuation discontinuation
Excelerate
Excelerate

Conclusion & Recommendations:


To improve campaign effectiveness and reduce unnecessary expenditure, the following changes are recommended:

Discontinue:
• SHU_6 (Educators and Principals)

• SHU_Students (USA)

• SHU_Students (Australia)
v
Continue/Prioritize:
SHU3_Students (Students excluding India and US)

SHU_Students (India)

SHU_Students (Nepal, Ghana, Nigeria, UAE)

Recommendation:

Reallocate budget from low -performing campaigns to top performers for better ROI.

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