Social Media Ads

Part
01
of three
Part
01

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.

Methodology

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.

Facebook

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.

Twitter

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.
Part
02
of three
Part
02

Social Media Ads - Nexium

There have been no paid ads run by Nexium on any social media platforms in the last 60 days according to Facebook, Instagram, the Facebook "info and ads" feature, and several marketing campaign databases. Additionally, there have only been 2 paid advertising campaigns released in the last 60 days which were the 'Orange Juice' and 'Spicy Taco' TV campaigns. Below we have provided a deep dive into our methodology as well as helpful insights into the TV campaigns.

Methodology

After an exhaustive search through social media pages, advertising networks, and recent campaign databases we determined that Nexium has not run any ads on Facebook or Instagram in the last 60 days and they do not have a Twitter account. In order to find information regarding Nexium's paid social media advertising in the last 60 days we began by scouring each of the companies social media pages. We began by visiting the official Nexium website and following the Facebook link from there to ensure we were using information from the official Facebook page. We also scoured Nexium's Instagram page which had no posts or ads listed in the past 60 days.
From there, we scoured recent activity and the "info and ads" feature. Facebook defines this feature as, "the ads that a Page is currently running on Facebook, Instagram and Facebook Company Products, even if you aren't part of the intended audience." Between these two searches, we found that the last Facebook post from Nexium was from August, 2018 and according to the "info and ads" feature there are no currently running ads by Nexium on Facebook or Instagram in any country. Please note that links to the Facebook page have been provided as well as screenshots in an attached Google Doc.
To confirm these findings, we scoured advertising campaign databases such as Effie, WARC, Creative Brief, and Mobile Marketing Association for social media campaigns run by Nexium in the last 60 days. While Effie showed one campaign run in 2004, all other sources showed no results for any campaigns run by Nexium.
Finally, we attempted to triangulate the information by finding TV and other media ads in the last 60 days through sources like iSpot.TV and Moat. We found 2 ads released on television by Nexium in the last 60 days with links to the companies social media pages including Twitter. We then searched each link for any posts or proof of paid advertising on Facebook and Instagram as well as an external search for the ads to determine where they had been released. Unfortunately, this search did not provide any results excluding TV advertisement and links to the videos on YouTube. In regard to the Twitter page, we scoured the linked page from iSpot.TV which was the Twitter page for the parent company, AstraZenecaUS which had no mention of Nexium or links to a Nexium page.
We concluded that there have been no paid advertisements released by Nexium on Facebook or Instagram in the last 60 days and there is no active Twitter account for Nexium. Since we were able to find TV ads released in the last 60 days, we have included details of those in our findings below.

Helpful Findings

Through our search, we determined that the only paid advertisements run by Nexium in the last 60 days were Nexium 24HR TV Commercial, 'Orange Juice' and Nexium 24HR TV Commercial, 'Spicy Taco'. Below we have provided engagement data for each campaign.

Orange Juice

The Orange Juice TV campaign run by Nexium on December 30, 2018 runs 15 seconds and has been aired 1,508 times with the last airing on February 22, 2019. The ad currently has an engagement rating of 2.0 on the Hallmark channel. While online views and social impression data is locked behind a paywall, we were unable to find any engagement on Facebook or Instagram related to this campaign.

Spicy Taco

The Spicy Taco TV campaign run by Nexium released in 2019 runs 15 seconds and has been aired 831 times with the last airing on March 18, 2019. The ad currently has an engagement rating of 2.1 on Gangland and A&E. While online views and social impression data is locked behind a paywall, we were unable to find any engagement on Facebook or Instagram related to this campaign.
Part
03
of three
Part
03

Social Media Ads - Tums

While there have been 801 views of Tums posts through Twitter Ad Composer in the last 9 days and we assume 5,340 in the last 60 days, there has been no engagement with their ads on Facebook in the last 60 days. The average run-time of both Facebook and Twitter Tums ads is 6.5 months. Below we have provided a deep dive of our research strategy as well as our findings.

Methodology

In order to determine the social media engagement of Tums' ads in the last 60 days, including views, run time, and engagement examples we began our search by scouring the official Tums Facebook and Twitter pages. We also searched for an official Instagram through the Tums 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 Tums in the last 60 days. We found that the only current campaign on Facebook is Fast Forward Through Heartburn, which is part of the #PassTheTums campaign. Unfortunately, there was no information on Facebook regarding engagement or interaction examples. 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 two campaigns run on Twitter are #PassTheTums and #TummerTime.

To determine the interaction of the #PassTheTums campaign on Facebook, and all engagement on Twitter, we scoured through social media analytic databases like Social Bearing, Social Mention, and Hashtagify. We also searched Websta, an Instagram analytic tool, which further confirmed that Tums has no Instagram account. Through Social Mention, we found that in the last 60 days there were no mentions of Tums on Facebook and 79 mentions on Twitter, however, that did not show if the mentions were specific to paid advertising interaction. We did search specifically for the #PassTheTums mentions and found only 4 on Twitter that did not directly relate to ad interaction.

On Social Bearing we found that mentions of Tums from Twitter Ad Composer reached 2.6% of 30,812 people reached by Tums in the last 9 days. We then calculated 30,812 x .026=801 people reached by paid ads. Unfortunately, there were no metrics available through this source to determine the number reached in a longer time-frame. There was also no mention of the ad campaigns or hashtags that the engagement was from. Additionally, Hashtagify may provide information regarding engagement of the #PassTheTums campaign and the #TummerTime campaign, however, most information through this source is hidden behind a paywall.

Finally, we scoured ad campaign databases and case studies such as Effie, Moat, and AdEsspresso for Pass The Tums and Tummer Time. Unfortunately, Moat was the only source that provided insight into the average length of the campaigns while other sources produced no results. We were able to analyze all campaigns that were found on both platforms and calculate the average run-time.

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 companies web traffic information as there may be confidentiality issues with social media sites releasing this information without the consent of the company.

Facebook Paid Ads Engagement

We were unable to determine the number of people who saw Tums ads on Facebook in the last 60 days; however, the average run-time of 5 #PassTheTums Facebook ads that are currently running is 6.5 months. According to Social Mention, there has been no engagement with Tums on Facebook in the last 60 days. This is confirmed with the last engagement shown on their Facebook page being from September 6, 2018.

Twitter Paid Ads Engagement

While we were unable to determine the number of people Tums' ads reached on Twitter in the last 60 days, we did determine that there were 801 people who saw posts through Twitter Ad Composer in the last 9 days. If we assume that that number is constant every 9 days we can assume that there have been 5,340 people to view Tums ads on Twitter in the last 60 days. The average run-time for a Twitter Tums ad is 6.5 months.

After analyzing Twitter interactions with the #PassTheTums and #TummerTime campaigns, we found the following engagement examples:
  • Mark Sigal said, "Is it just me or does #TummerTime sound a wee too much like Tumor Time?"
  • CSIHopkins said, "New TUMS Chewy Bites is giving away heartburn AND gas relief in #TummerTime Relief Kits—AND I WANT ONE! #PassTheTUMS ☀️"
  • Jamie E said, "Thank you @TUMStweets @gofooji @GetKanga for the #TummerTime goodies! #PassTheTUMS"
  • The Strawberry said, "RT Turtlebowls: Thanks for the neat stuff. I shall fill the bag with food that will put the Tums to a challenge. 🍔🍟🌮🌭🍕 TUMStweets gofooji #TummerTime #PassTheTUMS"
  • Arielle Vandenberg said, "And cue the applause...#TummerTime is in full swing! Don’t let heartburn and gas get ya down! Make sure you #PassTheTUMS and try TUMS Chewy Bites + Gas Relief this summer!😎🌴 @TUMSTweets #ad" This post, which provided a link to a Tummer Time ad, sparked a customer conversation related to how certain Tums flavors taste like candy based on the content of the ad which is linked here.
  • There are no additional conversations started by these ads on Twitter.
Sources
Sources