MTV’s Punk’d: Keyword Targeting in Facebook

Jul 19, 2013

MTV’s Punk’d: Keyword Targeting in Facebook




The Situation:

In preparation for MTV’s relaunch of Punk’d MTV wanted to reach a targeted audience in Facebook to build awareness and buzz. They chose Facebook ad buy for advertising. The targeting was complex and had to be relevant to both the show’s audience as well as the celebrities appearing on each episode.

The Solution:

Colligent provided targeted keywords consisting of TV shows, music, and celebrities based on the audience’s interests. The keywords were split into groups appealing to men and women then advertised in Facebook for a week leading to the launch.

The Results:

The keyword campaign generated 4.2 million impressions with a 1.644% CTR, one of the highest ever reported within Facebook for any campaign. Out of the people that clicked, 38% engaged by liking the page or making a comment within first 2 days!


Keyword Results
4.2 million impressions
1.644% click thru rate
38% clicks to connections

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