Social Media Ads - Zantac
In the last 60 days, there were 2,936 views of paid ads on the Zantac OTC Facebook page; however, the number of views off their page and on their Twitter page were not publicly available. The average run-time of Zantac OTC paid ads on Facebook and Twitter is two weeks and two months respectively. Below we have provided a deep dive into our research strategy as well as our findings.
In order to determine the social media engagement of Zantac OTC ads in the last 60 days, including views, run time, and engagement examples we began our search by scouring the official Zantac OTC Facebook and Twitter pages. We also searched for an official Instagram through the Zantac OTC official website as well as an external search, however, there is no such account on Instagram.
On Facebook, we searched the "info and ads" tool to determine what ads have been posted by Zantac OTC in the last 60 days. We found that the only campaign that is currently active on Facebook is the Heartburn Madness campaign. We found the number of views on the official page specifically; however, the number of views of the ad off the page was not available. On Twitter, we searched through their page for any paid advertisements in the last 60 days; however, there was no public tool to analyze Twitter advertisements on the site. Based on recent posts, the only campaign run on Twitter is the #wheresthezantac campaign. Regarding engagement we analyzed all Facebook post, Twitter posts, and hashtag mentions on twitter to provide a list of comments, shares, retweets, and customer conversations.
In order to determine the interaction of the heartburn madness campaign on Facebook and all engagement on Twitter, we scoured through social media analytic databases like Social Searcher, Buzz Sumo, Social Blade, Social Bearing, Social Mention, and Hashtagify. We also searched Websta, an Instagram analytic tool, to confirm hat Zantac OTC has no Instagram account. While this source listed the existence of an Instagram page, there are 0 posts and 0 followers.
Through Social Mention, we found that in the last 60 days there were no mentions of Zantac OTC on Facebook and 67 mentions on Twitter; however, that did not show if the mentions were specific to paid advertising interaction or number of views. None of the other social media databases provided additional information regarding the views of paid ads on either platform. We hoped that Hashtagify would have information behind a paywall that we could link, however, for both campaigns it stated there was not enough information at this time.
Finally, we scoured ad campaign databases and case studies such as Effie, Moat, Creative Brief, AdEsspresso, and WARC for Heartburn Madness and Where's the Zantac. Unfortunately, Effie, Creative Brief, AdEsspresso, and WARC produced no results. We were, however, able to identify the length of online campaigns run by Zantac through Moat. We analyzed each campaign found on each site to determine the average for each platform.
We concluded that the number of people who saw ads in the last 60 days on Facebook and Twitter is not publicly available. We believe that this is to protect the company's web traffic information as there may be confidentiality issues with social media sites releasing this information without the consent of the company.
After an analysis of Zantac OTC's Facebook ads in the last 60 days, there have been 2,936 views of ads on their page. Unfortunately, this does not include paid ads across all of Facebook. They have one active sponsored ad that does not provide the number of views on Facebook in the last 60 days. The average run-time of their ads on Facebook is two weeks. After analyzing all post interactions on the Zantaz OTC Facebook page, we were only able to find one comment in the last 60 days which was: Pitufo Ramos says, "Zantac has tatinium dioxide NO GOOD" There were no customer conversations started through the advertisements. There were a total of 133 reactions to ads and one share of a Valentine's Day ad.
The number of people who viewed paid Zantac OTC ads on Twitter in the last 60 days in not publicly available; however, the average run-time for Zantac OTC Twitter ads is two months. After analyzing Twitter interactions with the #wheresthezantac campaigns, we found the following engagement examples:
- Jake says, "I hate feeling sick. #WheresTheZantac"
- Stephanie Eller says, "My face may still say “18,” but my 3:00 a.m. heartburn says “yep, almost 30” #BabyFace #CerealForDinner #Regrets #NotInCollegeAnymore #WheresTheZantac"
- There were no customer conversations started through the advertisements.
- There were 12 ad likes in the last 60 days.