Case Study 1 - Brand Awareness Campaign (Video and Facebook Channels)

This article illustrates a case study of how can plan out a campaign based on campaign brief, allowing you to have a better insight into the entire process.

Campaign Brief

  • Campaign Objective: To raise brand awareness and expand the reach
  • Landing page: https://knorex.com/dsp
  • Campaign budget: US$ 5,000
  • Channels: Facebook and Programmatic Video
  • Budget allocation: 50% for Video and 50% for Facebook
  • Duration of campaign: 2-month
  • Flight Date: 25/02/2019 - 25/4/2019 
  • Target geography: Singapore (country level)
  • Target audience: People/Brands who are interested in Digital Advertising and DSP

Campaign Setup 

Campaign Setup

1.Log in to XPO Media Broker, under Campaigns tab, click on + Campaign. 

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2. Fill in all the required information:

  • Campaign Name: Knorex DSP - Awareness
  • Objective: Choose Brand Awareness for this campaign. Note that this field cannot be changed after the campaign is created.
  • Advertiser: Select Knorex as the Advertiser. Note that this field cannot be changed after the campaign is created.
  • Facebook Ad Account: Link the Facebook Ad Account on XPO Arena prior to setting up the campaign. Once done, select the linked Facebook Ad Account.  Note that this filed cannot be changed after the campaign is created.
  • Google Ad Account: Not applicable. 
  • Start Date: 25/2/2019 as per campaign brief. This field cannot be changed after the campaign is created.
  • End Date: 25/4/2019 as per campaign brief. 
  • Time Zone: Choose GMT+8 as the targeting geo is Singapore. Note that this field cannot be changed after the campaign is created.
  • Budget Cap: Input US$ 5,000 as per campaign brief. 
  • Daily Spend Cap: Set US$100 
  • Budget Allocation: Allocate 50% for Facebook and the remaining 50% for Programmatic Video as per campaign brief 
  • Impression Cap and Daily Impression Cap: Not applicable
  • Frequency Cap: Not applicable 
  • Conversion Goals: Not applicable as this is not a conversion campaign
  • Media Fees: Not applicable 

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3. Once done, click on Save. The page will be redirected to the campaign page. cam.png

Creative Setup - Facebook

1. Prior to setting up the ad group, we will need to a Facebook ad so we can link it to the applicable ad group later.

2. Log in to XPO Media Broker, under Creative tab, click on + NEW CREATIVE. 

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2. Fill in all the required information:

  • Creative Name: Knorex DSP - Carousel
  • Advertiser: Select the same Advertiser account in the campaign setup stage.
  • Facebook Ad Account: Select the same linked Facebook Ad Account in the campaign setup stage.
  • Creative Type: Choose Facebook Ads followed by the Carousel Ad. 
  • Once done, click on Submit.
  • On the Creatives page, click on the creative you just created.
  • On the Creative Edit page,  fill in the necessary information and upload the images.
  • Once done, click on Save. 

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Creative Setup - Video

1. Prior to setting up the ad group, we will need to a Facebook ad so we can link it to the applicable ad group later.

2. Log in to XPO Media Broker, under Creative tab, click on + NEW CREATIVE. 

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2. Fill in all the required information:

  • Creative Name: Knorex DSP - Video
  • Advertiser: Select the same Advertiser account in the campaign setup stage.
  • Creative Type: Choose Video Ads followed by Video Creative.
  •  
  • Scheduling: Key in the same Start Date, End Date and Time Zone as per the brief.
  • Third-Party Trackers: Not applicable 
  • Once done, click on Submit.
  • On the Creatives page, click on the creative you just created.
  • On the Creative Edit page,  click on Edit to modify the information if needed. Click on Edit Creative, and the page will be redirected to XPO Designer. Upload the video and once finish, click on Exit and the page will be redirected back to XPO Media Broker. 

 

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Ad Group Setup - Facebook

After completing the campaign and creative setup, we now proceed to create Facebook and Video ad group.

1. On the Campaigns page, click on Knorex DSP - Awareness campaign.

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2. It will then bring you to the campaign detail page of Knorex DSP - Awareness. 

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3. Scroll down to Ad Groups to view the list of existing ad groups. In this case, we have yet to create any ad groups so No data available is shown.

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4. Click on + New Ad Group and fill in the information:

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  • Ad Group Name: Input Knorex DSP - FB - Targeting.
  • Ad Group Type: Choose Facebook as the Ad Group Type.
  • Budget Cap: Choose Lifetime and key in 2,500 for the total budget spent on Facebook channel.
  • Start Date: Input 25/02/2019 as per Campaign Brief. Note that this field cannot be changed after the ad group is created.
  • End Date: Input 25/04/2019 as per Campaign Brief.


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  • Placements: choose Automatic Placements because it is a recommended option in case you do not have any specific preference for the ad placement on Facebook.
  • Audiences: Not applicable 
  • Interests: click + Add button, search for and then choose 5 relevant keywords which are recommended by our team.
  • Demographics: Not applicable 
  • Behaviors: Not applicable 
  • Languages: Not applicable
  • Geo Locations: click + Add button, search for and then choose Singapore.


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  • Optimisation for Ad Delivery: choose Ad Recall Lift.
  • Bid Strategy: choose Lowest cost without a cap.
  • When you get charged: choose Impression (CPM).
  • Delivery Type: choose Standard.
  • Click on the Save button when all steps are completed.

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5. It will then redirect you back to the campaign detail page of Knorex DSP - Awareness campaign. Scroll down to Ad Groups and click on the newly created ad group: Knorex DSP - FB - Targeting.

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6. You will be brought to the ad group detail page of Knorex DSP - FB - Targeting where you can see all of the ad group information as well as the list of targeting options on the left. Click on Creative to start linking the Facebook creative. Other targeting options have been edited in the previous steps.

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7. Click on Link Creatives and it will drop down a list of available creatives for you to choose. Choose Knorex DSP - Carousel which has been created in the previous step.

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8. Click on Save button to finish linking the creative.

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Ad Group Setup - Video

1. On the same Campaigns page, click on + New Ad Group and fill in the information:

ad_2.png2. On the New Ad Group form, you need to fill up the required information as follows:

  • Ad Group Name: Inout Knorex DSP - Video - Contextual Targeting.
  • Ad Group Type: choose Video as the ad group type.
  • Scheduling: set 2 months as required for the duration of the creative run with the Start DateEnd Date, and the Time Zone.

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  • Budget Cap: key in 2,500 for the total budget spent on Video channel.
  • Impression Cap: we skip it for this case.
  • Pacing: choose Flight Even which will divide your total budget equally throughout the duration of ad group run. In this case you cannot control your Daily Spend Cap which is then calculated by the system.
  • Bid Amount: in this case, we aim for CPM so we have to choose Manual and input the suitable amounts for Base Bid and Max Bid.
  • Click on Save button when all steps are completed.

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3. It will then redirect you back to the campaign detail page of Knorex DSP - Awareness campaign. Scroll down to Ad Groups and click on the newly created ad group: Knorex DSP -Video - Contextual Targeting.

4. In the ad group detail page, click on Creative and start linking the Video ad created in the previous step. Apply other necessary targeting settings.

5. Once all the targeting settings are applied, click on Save. The campaign is ready to go live now!

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