Multichannel approach included regular daily social media posts, printed posters and bill inserts, and an advertising campaign on Facebook and Instagram.
Ad formats included video and carousel ads. Ad sets targeted lookalikes, geographic region, interest keywords, and past purchasers.
Results: 39% sales increase
While simple daily posts promoting the deal garnered 18% growth from 2014 to 2015, adding an ad campaign bumped sales by 39%. Investment was 5% of total sales. Multichannel promotions are the way to go most of the time.
TIP: I created an ad funnel leading up to this campaign by using Halloween and Thanksgiving campaigns. Leveraging engagement of those campaigns allowed more finely tuned targeting of the gift card campaign. This is clearly beneficial if you have the budget and the timeline to do it.