Tongal and SocialCode Release Full Service Solution to Power Creative and Video Performance for Social Media
March 16, 2017
At a time when CMOs struggle to get the most effective and relevant content to consumers across digital media, Tongal and SocialCode have partnered to offer a full-service solution for creating, distributing and optimizing paid social, video and mobile campaigns.
Tongal is the world’s largest independent creative network developing insight-driven content and campaigns, and SocialCode is a marketing and insights partner that manages digital advertising for leading brands across Facebook, Instagram, Snapchat, Pinterest and YouTube. By combining offerings, the companies deliver digital campaigns with greater speed, digital expertise and performance than current solutions.
Global athletic leader New Balance is the first brand to benefit from the new partnership, and the results demonstrate the value of a data-driven, end-to-end social and video capability to improve brand performance.
Tongal developed the overall strategy and creative for New Balance’s recent #GreaterThantheWin campaign, an online series featuring young athletes that ran in the United States, New Zealand, Canada, Australia and Spain. Using SocialCode’s data and insights, Tongal was able to create highly-customized versions of the campaign content for Facebook. SocialCode then deployed the campaign across Facebook, and conducted a test to identify which formats and content worked best.
As a result, the series saw a five-fold increase in video completion rates on Facebook, proving that content optimized for the platform performs better than standard ad creative. New Balance is already applying the learnings to subsequent campaigns, exemplifying how insights do not just start and stop with individual campaigns, but can change the way that innovative brands optimize their marketing over time.
“The results we saw from the campaign have definitely influenced how we think about our content marketing strategy,” said Steven Ruhl with New Balance Global Brand Marketing. “The campaign resonated with our audiences around the world because of the meaningful, authentic stories that Tongal was able to find and bring to life with their unique approach to content development. The consumer behavior learnings from SocialCode helped us plan, distribute and optimize it in the best possible way.”
“When media and creative are planned together and optimized, it results in better campaign performance. Brands lack a singular solution to develop and deploy content expertly and with the efficiency required for the social age,” said Rob Salvatore, Tongal CEO and Co-Founder. “This partnership is unique because SocialCode can generate real-time insights on what is the most relevant and effective content at any moment, and only Tongal has the exponential creative talent to deliver on it. Together, we offer brands the complete package to drive performance.”
“Social data are changing the way brands go to market by delivering audience scale and real-time insight into what is working,” said SocialCode CEO Laura O’Shaughnessy. “The Tongal/SocialCode partnership delivers an effective way for brands to join creative, media activation and insights into one responsive, continuous loop of smarter marketing and better ROI. This is the future of marketing in a digital world.”
The Tongal/SocialCode Difference
With the Tongal/SocialCode solution, creative, media and insights combine seamlessly. Tongal delivers creative strategy and high quality creative through its global network of 120,000 writers, directors and animators worldwide. SocialCode provides insight into what content is most relevant and effective in reaching a brand’s audience, along with paid media services to distribute content and optimize performance across digital media platforms. The scalable, always-on solution can dramatically improve the speed, efficiency and performance of marketers’ campaigns.
Tongal is the independent creative network that helps brands tell their best stories and engage today’s audiences more effectively. The company has pioneered a new model for creating content, powered by a network of more than 120,000 creatives and a proprietary development platform. Tongal develops content strategies and produces video people want to see across every platform, including TV commercials, social and digital campaigns, and original entertainment for innovative brands like LEGO, Nestle, Mattel, NASA, Unilever, General Motors and more. The private company is headquartered in Santa Monica and is backed by Insight Venture Partners. More information can be found at www.tongal.com/business.
SocialCode is a marketing and insights partner that powers smarter, more profitable brands. It delivers a complete technology and service solution that transforms consumer data into planning, media activation and measurement for leading brands like Heineken, Nestle and Visa. SocialCode’s deep expertise in people-based media platforms like Facebook, Instagram, Twitter, Pinterest, Snapchat and YouTube powers smarter marketing that drives business results and actionable insights about customers and prospects. At a time when CEOs and CMOs are striving for greater control and transparency over their marketing investments, SocialCode stands out through its standards in transparency, accountability and expertise. Visit socialcode.com.