It can be a very powerful Facebook evergreen campaign – target potential customers with upcoming birthdays.
Birthday offers can help you increase revenue or simply give a small token of appreciation to your customer base.
It not only works with e-commerce, but also retail stores and restaurants. Keep reading for ideas!
What’s more important is that you can run this campaign once…
and forget about it!
Just let it run indefinitely and give potential customers a big surprise for their birthdays!
You can simply:
- Reach out to previous customers to reactive them
- Target users who’ve visited your site and have a birthday
- Get new customers
- Target friends with upcoming birthdays (who also match your ideal customer profile
But you might be asking…
What is an evergreen campaign?
Ad fatigue is a problem we all face when running Facebook ad campaigns.
It’s normal.
You reach the same people over and over again. Sometime with the same content.
So an evergreen campaign will run for months without building ad fatigue as it will continue to be relevant to your audience.
An evergreen campaign never stops!
As Jon Loomer explains, an evergreen campaign should continue to work for months if:
- The promotion maintains value
- The targeted audience maintains high quality
- The targeted audience remains continuously fresh
So running a birthday campaign can help you achieve this goal.
It runs 24/7.
365 days a year!
How to target birthdays on Facebook?
There are three different ways in which you can target users with birthdays on Facebook:
- Demographics > Life Events > Birthday > Upcoming Birthday
- Demographics > Life Events > Birthday > Birthday Month
- Demographics > Life Events > Friends of
Demographics > Life Events > Birthday > Upcoming Birthday
These are users who have an upcoming birthday in the next 30 days:
- Upcoming birthday
Demographics > Life Events > Birthday > Birthday Month
These are users who have birthdays in specific months. If you are looking to target people who have a birthday specifically in March, you can do so by selecting the right month.
In this particular case… “Birthday in March”.
- Birthday in January
- Birthday in February
- Birthday in March
- Birthday in April
- Birthday in May
- Birthday in June
- Birthday in July
- Birthday in August
- Birthday in September
- Birthday in October
- Birthday in November
- Birthday in December
Demographics > Life Events > Friends of
These are users whose close friends have birthdays in the next:
- 0-7 days
- 7-30 days
- In a week
- In a month
This can be a powerful way to reach out to new potential customers who are related to your primary audience.
- Close Friends of Women with a Birthday in 0-7 days
- Close Friends of Women with a Birthday in 7-30 days
- Close Friends of Men with a Birthday in 0-7 days
- Close Friends of Men with a Birthday in 7-30 days
- Close friends of people with birthdays in a month
- Close friends of people with birthdays in a week
What audiences can you target?
There are several audiences that you can target with this ad campaigns:
1. Core/Saved Audiences
For custom audiences you can use multiple configurations.
However, I try to focus on people who have an upcoming birthday in the next month (30 days).
For this option, you should select:
- Users who have upcoming birthdays
- Users with friends who have an upcoming birthday
You definitely need to add detailed targeting in order to reach your ideal potential customer.
- If you are targeting doctors, add related interests and behaviours.
- If you are target dog lovers, find brands and other “dog” related content.
- If you want to target digital marketers, add “Fan Page Admins”
There are multiple way you can achieve your audience segmentation. Watch the youtube video below:
2. Custom Audiences
You can also target audiences along your sales funnel:
- People who have recently visited your website
- Leads who downloaded a tripwire
- People who are close to buying your products and left at the “Checkout Page”
- Reactivate customers who’ve made a purchase before
I usually run my “Birthday Evergreen Campaign” on my current customer list, people who have visited my website and users who’ve downloaded our free study guide.
3. Lookalike audience
You can even run your Facebook campaign on Lookalike audiences from current customer databases and focus on the ones with upcoming birthdays.
Just make sure you do the additional step of narrowing down your lookalike audience to have a better niche market:
Conclusion
Running and targeting birthdays on Facebook can be very powerful!
It’s a low hanging fruit that you should take advantage of and run with a very simple campaign.
If you run an e-commerce store, find creative ways to give discount and specific products
If you sell courses, maybe bundle lessons.
Even if you are in the brick-and-mortar industry and have a retail store, just ask people to take a screenshot and show the post at purchase for a discount.
Give them a free dessert… if you run a restaurant!
I run my birthday campaigns to my chatbot and will post results soon 🙂
Let me know how your campaign goes!
P.S. And happy birthday (if you have one today)!