First Round of Pink Bagel Results

For the last week, we have been running 3 parallel ad campaigns on Facebook, each of which emphasized a different aspect of our application. We wanted to see which features were the most appealing to our audience, and thus resulted in the most likes and clicks to our page.

We started by targeting just one audience with these initial campaigns - the "young urban professional" that we have been referring to as our target audience. To be more specific, we were looking to send our ads to 16-25 year olds who have smartphones and have indicated an interest in music on their Facebook profiles. These ad campaigns ran from 2/24 to 2/28 and had a budget of $20 each. All three ad campaigns featured the same picture, but three different text captions:

• Campaign #1: "Audible is a new way to share your music with your friends in the car!"
• Campaign #2: "With the new Audible application, everyone in the car gets to be the DJ!"
• Campaign #3: "Find a playlist to fit your mood with just one click!"

Here is what one would look like in the News Feed of one of our targeted audience members:

This gave us a lot of good data - now our Facebook page has a total of 74 likes, and a total of 70 people clicked through to look at our Facebook page. To our surprise, each of these three ad campaigns produced a different response from this targeted audience. 

Campaign #2, which emphasized the fact that Audible allows everyone to have control over the music selection, was by far the most popular. Campaign #3, which emphasized Audible's auto-generated playlist, was the least popular. Campaign #1, which emphasized the music sharing aspect of the app, landed somewhere in the middle. 

Here's how the likes and clicks broke down:

What can we conclude from this? People were most interested in an application that let multiple people "be the DJ" in a car - a feature that isn't in many existing products. The idea of auto-generated playlists was not as appealing, perhaps because it is a feature of many widely-used products like Pandora and iTunes. 

Moving forward, we are going to run several more Facebook campaigns in the next few days. We want to test more aspects of the application (whether people want to vote in the queue, for instance) and also want to see if our target audience is truly our target audience by pushing some of these ad campaigns to an older audience. Stay tuned to hear more results!