Using mobile-first Facebook video advertisements, the Nigerian telecom operator increased ad recall for its new MoMo money transfer service by 5.2 percentage points.
Excellent connections
MTN Group Limited is an African and Asian mobile telecommunications corporation with headquarters in Johannesburg. In Nigeria, MTN Nigeria holds 35% market share.
THE GOAL
Increasing brand recognition
MTN Nigeria wished to increase brand awareness and recruit new consumers for its recently introduced MoMo payment service bank and money transfer service.
THE SOLUTION
Video advertisements to remember
MTN Nigeria advertises its services effectively on Facebook and Instagram, but its direct response and brand efforts rely primarily on image-centric ad copy.
Following the recommendation of its Meta account liaison, MTN Nigeria chose to experiment with video advertisements for its MoMo brand campaign. MoMo is a new payment service bank in Nigeria that aims to provide financial services to individuals who lack simple access to a bank.
MTN Nigeria intended to determine how video commercials will effect ad memory, campaign awareness, and action intent. Therefore, it decided to conduct a simple A/B test to evaluate the performance of video advertisements to its standard image advertisements.
The MoMo PSB Campaign was optimized for brand awareness, and a Meta Business Partner created the video ad content to ensure that it adhered to best practices for mobile-first video.
Utilizing Advantage+ placements, the ads were distributed across Facebook and Instagram in all possible forms, including Reels and Stories, using Advantage+ placements.
Takeaway
Your brand’s visibility can be improved with a Facebook video campaign. Make use of video advertisements in order to get your audience interested and involved.