Tiger Pistol Takes Home Two U.S. Social Media Awards, the Latest in a String of Honors for the Company

Tiger Pistol Recognized for Excellence in Social Media Advertising, Innovation, and Strategy

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, announced today that it recently won two U.S. Social Media Awards – Best use of Facebook/Instagram and the Innovation Award. The company was also runner up for Best Use of Paid Social, Best Social Media Campaign, and Best Strategic Use of Social Media. 

With these latest awards, Tiger Pistol is now the most awarded and recognized social platform of 2020. In the span of eight months, Tiger Pistol was recognized by Digiday as the Best Social Media Marketing Platform, by Street Fight for Best Social Media Campaign, by Localogy as Best Localized Marketing Campaign, by AdExchanger for Best Social Media Campaign. Additionally, Tiger Pistol took second place in the Franchise Innovation Awards. The company was also named a finalist for three Shorty Awards for Best Facebook Campaign, Best Strategic Use of Localization, Best Use of Social for Consumer Products; and a finalist for two Digiday Media Awards for Best B2B Brand Partnership and Most Original Use of Social. 

“These honors really speak to the quality of our social advertising technology, our company culture, and our common mission,” said Paul Elliott, Tiger Pistol CEO. “We want to help our clients grow. We’re highly competitive and fearless. You’ve got to be bold when you’re competing in a highly dynamic marketplace. We like to say we can accomplish the things that everyone else says ‘no’ to – what’s assumed to be too big or too scary or simply can’t be done. These are the challenges that propel us forward with great success.” 

See how the award-winning Tiger Pistol Platform can unlock local activation at global scale for your business.  Request a demo today!

Best Practices for Facebook Audiences: Part 2 – A/B Testing: When in Doubt, Test it Out!

If you’re worried your social media ads are getting stagnant, an A/B test can provide a needed refresh. Running two ads that have only one varying element can offer valuable insights about what is working (and what’s not!) as well as inform strategy for future social campaigns.

A/B testing can be particularly helpful when determining audience. For example, if your goal is to grow your audience base, you could try targeting a lookalike of website traffic against a broad/detail targeting audience. The broad audience will help you continue to establish your customer base and the lookalike will help ensure some of your ads are also directed at users similar to your best customers.

Perhaps you’re still waiting for your Pixel data to gather? Try testing media and move to the audience later. In a world of endless customization, A/B testing offers a low-pressure scenario to freshen up your campaigns and learn more in the process.

Online retailer Sole Society wanted to compare how the square image format performed compared to a traditional landscape format. The ad featured the same pair of black boots. They learned that the square image outperformed the rectangular one and delivered a 27% increase and sales and 32% increase purchased products. For future campaigns, they could now feel more confident in selecting square images.

When trying to decide what to test, focus your goal on what you ultimately want to learn. Perhaps you want to sell more products, get more in-store visits, or simply want to more fully understand a particular aspect of your business. Stepping back like this can help you examine which of Facebook’s tools may work best for your needs.

Read the next post in my Best Practices for Facebook Audiences series, where I share how to create audiences that comply with Facebook Special Ads Categories. Miss the first article in this series? Check it out here.

Laura Kraay is a marketing services specialist for Tiger Pistol. She got her MFA in creative writing. Outside of work, you’ll likely find her doodling, reading, or spending time with family.

Unpacking Discovery Ads with Google: What it Means for Facebook

You’ve heard it a million times since the dawn of social advertising, “search for is for intent, social is for discovery!” And for a time, all us marketers constantly reckoned with this fact. The ad tech industry quickly codified itself into specialized tools on either ends of the spectrum, with a few hybrids in between. Though the fact of the matter remains, no one goes to Facebook and just searches for something. They access their feed and view their friends’ content. It’s a more reactive experience by nature. Whereas when users hit the Google front page, the intent is always specific – I am going to search for something, or I am going to click into a specific Google tool, like my email, or calendar. These differing experiences made it easy to think of social and search advertising as separable.

That separability is about to turn on its head, as Google launched Discovery Ads globally just last month. The premise is a familiar one, “Discovery campaigns take their cue from Facebook’s success at exactly this type of visually impactful, native ad format targeted based on audience data rather than search intent”. However, Google is proceeding down this path with caution, only launching one ad slot to start. But Google’s intent is clear here, they are aiming their sights directly at the “discovery media” Facebook has been so effective at collecting. Google’s own documentation on the format positions it just as Facebook would a Reach campaign: “Reach more of Google with a single ad campaign. With the ability to reach up to 2.9 billion people monthly… you can now reach more potential customers as they browse… on popular Google properties.” The idea being that Google will optimize Discovery ads using their customer intent data, just deployed in a slightly different way, to find users likely to be interested in similar products and serve them ads in the Discovery slot.

Google also notes that the properties these ads will feature on: YouTube’s Home and Watch Next feeds, the Gmail Promotions and Social tabs, and Discover, which for them, is the right way to think about discovery tactics, placing those units on properties where users tend to spend the most time, or in other words, places where people are naturally inclined to search for and consume content as opposed to engaging with specific search intent. So on one hand, the logic is sound. Google does indeed have a ton of user data, and enough for certain, to be able to use machine learning to identify the “interested users” necessary for deployment of discovery ad tactics. 

Does this supplant Facebook? That’s probably not the right way of thinking about it. We have seen new ad networks and properties come and go, and evolve, but rarely are these ever more than evolutions of traditional tactics. Rather than complete re-inventions of digital ad products and strategy. Although, it does mean Google could very well be a bigger part of conversations on Discovery, and the search-social digital framework is going to get muddier in terms of now being able to deploy discovery and intent tactics across both networks. Really though, it’s just one more place to cross-target ads, whether that be off search data and tracking alone, or through combined retargeting efforts across social and search.

When considering SMB advertising, introducing another, separate, Discovery placement into the mix feels premature, especially on the brick-and-mortar side. Consider what a typical scaled social and search strategy looks like. One example is an integrated marketing software for SMBs. This client helps manage web presence and SEO, in addition to paid digital advertising, but they need a way to generate leads reliably through search and discovery efforts. Being that most of their customer base is brick and mortar service providers, shopper-driven, product-based discovery was difficult. They decided to double down on Facebook for lead generation, leveraging the Facebook Pixel to middleman between their inbound activity based on search intent and effective re-marketing on social.

Tiger Pistol worked to develop a full cycle approach to lead generation and lead nurturing:

  • The customer’s contact list is sent to Tiger Pistol via API for automatic creation of a Custom Audience, which is then used to create a Lookalike Audience on Facebook for targeting purposes.
  • Tiger Pistol automatically creates and publishes a Lead Ad, enabling Facebook users who look like their existing customer base to submit their contact information natively.
  • Leads are then automatically sent to the customer’s company contact list, where a lead nurturing track is triggered to drive conversion.

The integration provides the client’s customers a seamless, automated process to drive and nurture leads, allowing the client to spend more time managing its business. As their end-users find their customers on search, those customers are captured and used to find lookalikes. What’s more, each discovery-based lead also feeds the data loop. While one could imagine inserting some Google Discovery into this mix, it’s hard to pin down at this moment whether or not it’d be worth the effort, or if it’s best to wait for more data on the new Google placements. Google also lacks the journey driven lead collection that’s native within Facebook. As such, it’s also hard to imagine scaling a Google Discovery solution for SMBs given that it would require an offsite landing page to support lead collection- whereas Facebook does not, because Facebook enables direct lead collection across all its primary properties.

Facebook and its family of apps remain the destination for discovery-grounded marketing, not only because the idea of the Google network still feels foreign, but also because Facebook has a decade’s head start on developing specific ad tools within the discovery framework. Facebook offers over a dozen marketing objectives and has numerous properties suited to discovery such as Instagram, WhatsApp, or Messenger. It will take Google considerable time to catch up if they continue to go deeper into discovery-based ad optimizations. Place your bets now, I imagine they’ll find a way to make it work eventually. For now, Facebook should remain the focus for discovery, especially if considering a tight budget. Introducing a “third split” so to speak, of sending spend across search, social discovery, and search discovery could possibly mean not doing any of the aforementioned tactics well. Maybe in time, with more data, and evolution from Google, the calculus will change. But it is likely still the case that the most optimal means to focus dollars within the discovery/intent distinction would be to continue to emphasize Google for search-intent tactics with a separate focused discovery effort across Facebook

Chris Mayer, a Solutions Engineer at Tiger Pistol, specializes in helping digital agencies, SMB resellers, and global brands build scaled Facebook advertising solutions with an emphasis on local activation.

Facebook Shops is a Bigger Deal Than You Might Think

Starting last month any Facebook or Instagram Business Page will have new features enabled allowing Brands to create fully established e-commerce experiences within the app. Facebook announced this feature calling it Facebook Shops, and this move will make it easier for customers to access Shops on both Facebook and Instagram.

The best part is that creating a Facebook Shop is free and you can choose which products you want to feature with a customized look and feel. Anyone can access Facebook Shops on a business’ Facebook Page or Instagram profile as well as discover them through Stories or ads. Facebook has also taken this opportunity to gather more data about your interests and saved products, even enabling checkouts without leaving the app. Take that Amazon!

Photo Credit: Facebook

If you don’t have a Facebook Shop setup yet don’t worry. Facebook will still direct you to your website. As this becomes more widely adopted, Facebook will further establish itself as an e-commerce platform with even greater insight into buying behavior and order tracking. The future of Facebook Shops is an exciting opportunity to tie in other tools, and the possibilities seem endless. 

Facebook Live Just Got Even More Powerful

Let’s take a look at Facebook Live. Originally positioned as a way to broadcast a conversation to your Page, Group, Profile, or Event, Facebook Live now has a new application by making it easier to showcase, shop, and purchase products on your Facebook Store – all without leaving the app. We could see a shopping channel like QVC taking full advantage of this feature once it’s made more widely available.

Photo Credit: Facebook

Facebook’s Move to Loyalty Programs

The next phase of Facebook Shops will be loyalty programs. Whether you have a current  rewards program at your favorite coffee shop or you’re a new business that needs a way to create a program for your customers, Facebook is testing how they can make it easier to earn rewards at your favorite stores without leaving their app. Only time will tell if these features will begin to compete with bigger reward players like Rakuten. Our bet is on Facebook.

 

Photo Credit: Facebook

How Can Facebook Marketing Partners Help?

The introduction of Facebook Shops has arrived at a critical time, allowing companies to sell products directly through the native Facebook Platform and further increasing Facebook’s market share of online interaction. While this could be a game-changer for many small businesses, the need to advertise through all e-commerce channels in order to drive conversions is still a necessity for any company.

As a preferred Facebook Marketing Partner, Tiger Pistol provides the expertise to help you grow your business and test new tools like Facebook Stores as they become available in Facebook’s API. With nearly a decade of Facebook experience, Tiger Pistol provides a SaaS solution enabling Brands, SMB Resellers, and Agencies to localize their message at an unprecedented scale.

Want to learn more? Please contact us, we’d love to connect.

Sources: Techcrunch, Facebook

David Delaplane is a Regional Sales Director for Tiger Pistol. With over 9 years of experience in SaaS and paid media, David demonstrates his passions for strategic thinking and problem solving by delivering innovative and custom solutions for our clients. As a Chicago native, David enjoys exploring the diverse cultures of the city through food, music, and long runs and bike rides through the many neighborhoods.

UPDATED: Global Analysis: Using CPMs as a Leading Indicator of Economic Recovery

Can CPMs be used as a leading indicator of economic recovery?  Tiger Pistol’s Paul Elliott, CEO, and Chris Mayer, Solutions Engineer, put this question to the test. Check out their global analysis of the weekly growth of active COVID-19 cases in six countries and how they correlate with the average Facebook and Instagram CPMs during the same time, based on a cross-industry sampling of 4 billion ad impressions.

What they found was a formula that brings a level of certainty to these uncertain times.

Paul Elliott is the Chief Executive Officer of Tiger Pistol. He is a recognized thought leader in integrated marketing and customer engagement, with more than 20 years of experience helping global brands and their local outlets achieve significant results and return on marketing investments. Elliott was a recipient of Ad Age’s 40 under 40 and the Smart Business Smart 50 honor.  

Chris Mayer, a Solutions Engineer at Tiger Pistol, specializes in helping digital agencies, SMB resellers, and global brands build scaled Facebook advertising solutions with an emphasis on local activation.

Tiger Pistol Partners with Anheuser-Busch InBev for Worldwide Local Recovery and Revitalization Initiative

Global-to-Local Social Advertising Technology Made Available for 5 Million Bars, Restaurants and Retailers Worldwide

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, has partnered with Anheuser-Busch InBev (AB InBev) to support the brand’s worldwide network of local retailers, bars, and restaurants that have been affected by COVID-19.

“We all have our go-to local establishments, whether it’s the neighborhood pub for happy hour, our favorite dinner spot, or our chosen venue for celebrating milestones,” said Paul Elliott, CEO, Tiger Pistol. “Very few companies have a global footprint like AB InBev, and they support their worldwide community and make sure their establishments have everything they need to weather the storm today and succeed in a new normal future.”

Restaurants and bars are among the hardest hit industries across the globe. According to Statista, the year-over-year decline of seated patrons in restaurants worldwide dropped day by day February to May reaching a staggering 100% decline by early May A study by Deloitte states that while global at-home consumption has increased, it will unlikely cover the cost of lost sales even once the situation begins to normalize. In a survey by Technomic, 32% of consumers say they plan to eat at restaurants less often out of COVID-19 concerns. With layoffs and hour cuts prevalent across the industry, restaurants and bars need help to survive the crisis. In a Datassential survey, 33% of operators cited they needed help communicating their establishment’s status, and 25% of local operators cited the need for collaboration to promote traffic.

Tiger Pistol provides the ability to reach deeply into local communities all throughout the world, empowering individual restaurants and bars with locally relevant ads that use powerful messaging alongside globally-recognized brand creative. The ads are flexibly deployed from the local business’ Facebook Page, with objectives in line with state, regional, or city-level government restrictions. This social strategy gives these small retailers, most of whom are suffering during this time, an advertising option to help them continue to drive business and recall the essential role restaurants and bars play in fostering memories and connections in the lives of consumers.

“Tiger Pistol’s global-to-local approach marries two strategies together to ensure AB InBev’s success,” said Elliott.  “First, it brings their brands directly to consumers for immediate identification. Second, the local establishments can drive a personal connection with the consumer. By providing enterprise-strength tools to the local market, the consumer ends up with a highly relevant, localized ad.”

With each region affected differently, AB InBev and Tiger Pistol are working closely with the brand’s global markets to create social media marketing plans to support small businesses during this crisis and to help them recover. AB InBev uses the Tiger Pistol Platform to support the following initiatives, among others, worldwide:

  • Brazil, with tens of thousands of locations with local Facebook and Instagram campaigns that promote new e-commerce options, including through Ze Delivery, a delivery app that ABI Brazil created to promote online ordering and delivery services available from their favorite local spots, and with planned campaigns to help businesses connect with consumers in the post-crisis environment.
  • Belgium and the UK, with campaigns to promote their “Cafe Courage” and “Save Pub Life” initiatives that allow patrons to purchase gift cards or make donations to support their favorite hang outs, and with planned campaigns to help businesses promote their new operating hours and safety protocols to consumers as they begin to re-open.
  • Canada, with campaigns that support local on- and off-premise establishments in promoting take-out and online ordering and delivery options.

These efforts are part of a long-term partnership to provide AB InBev’s worldwide network of restaurants, bars, and retailers with an industry-leading platform for publishing high performance, local Facebook and Instagram ads.

AB InBev first engaged Tiger Pistol for a Facebook advertising pilot in 2019. Tiger Pistol developed a simple, effective way for local establishments to automatically publish on-brand, best-practice Facebook ads straight from the local establishment’s Facebook Business Page. The campaigns produced a 60% lower cost of advertising among other remarkable results. AB InBev continued to expand the program throughout the year, culminating in a global multi-year partnership.

“We are partnering with Tiger Pistol to develop new tools that evolve how we market our brands and build relationships with our network of establishments – both in a time of crisis and in ordinary times,” said Gabriel Mello, Global Vice President of Category Management and Trade Solutions, AB InBev. “Their technology and knowledge of social advertising have made Tiger Pistol the right partner to collaboratively develop a scaled social advertising solution.”

Let’s talk about what Tiger Pistol can do to locally activate social advertising for your brand. Contact us today.

Tiger Pistol Contributes Social Platform, Services to JOANN for Local Amplification of “Make to Give” Mask Initiative

Tiger Pistol’s social advertising platform helps JOANN achieve its benevolent mission, while contributing to the health of stores and local communities.Tiger Pistol, the only social advertising platform that delivers local activation at global scale, has partnered with JOANN, the nation’s largest specialty retailer of crafts and fabrics, to amplify the promotion of its “Make to Give” handmade mask donation initiative through local advertising on Facebook and Instagram. 

“Tiger Pistol is dedicated to helping JOANN in its initiative to support our country’s medical personnel and fellow citizens,” said Paul Elliott, CEO, Tiger Pistol. “While JOANN supplies free tools, supplies, and guidance, Tiger Pistol is providing our social advertising platform and campaign management resources to help extend the reach and impact of the initiative.” 

Beginning in early March, JOANN began to notice groups of people in the crafting and sewing communities making protective masks, gowns, and other essential items to donate to local hospitals and health care facilities. Inspired by the customers who were looking to help during this unprecedented crisis, JOANN wanted to contribute to the cause, providing free mask-making supplies and guidance through in store experience, Curbside Pickup and joann.com. After just a couple of months, more than 150 million masks were created through a combination of customer purchases and directly donated masks and scrubs to hospitals and health care facilities nationwide. Now, the company’s focus is expanding to supplying masks for everyone in America. 

In support of this effort, Tiger Pistol is running high-performance Facebook and Instagram ads with copy that dynamically localizes to drive community relevance and ad performance. JOANN is using the ads to drive awareness for the company’s ‘Make to Give’ initiative and donation efforts in connection with its local stores.

“With state and local lockdown orders still in flux, JOANN needed agile and flexible advertising technology,” said Talia Wachtel, VP Client Management, Tiger Pistol. “Tiger Pistol’s Platform allowed JOANN to rapidly deploy and update ads based on the status of each store, whether open for business, offering curbside or in-store pickup, or only offering ship-to-home service. JOANN can now easily manage its locations with the Tiger Pistol platform’s ability to group JOANN’s campaigns by county, state, or city according to local government orders, and giving JOANN the flexibility to change or pause these campaign groups in minutes.” 

The Tiger Pistol platform’s unique capabilities enable brands to adapt their strategies to store openings and closings.  Government orders may be lifting in areas, but with COVID-19 still looming and contact tracing ramping up, retailers still need a way to rapidly change store status within their advertisements, whether open for business, closed with only online ordering or curbside pickup, or closed for a couple days due to cleaning.  

“Unlike other advertising platforms, Tiger Pistol can support a quick and responsive local strategy, ensuring that brands can more easily account for different scenarios,” said Elliott. “With templatized local campaigns, the ability to shift creative and messaging based on store status, and easy tools to turn campaigns on or off based on changing local orders, Tiger Pistol gives brands the opportunity to deeply reach communities with both sales-driven and/or purpose-driven content.”

“Tiger Pistol saw the value in our efforts to protect our communities, and approached us wanting to help spread the word about our Make to Give initiative,” said Chris DiTullio, Chief Customer Officer, JOANN. “Once we saw the platform’s capabilities, particularly the ability to provide accurate information down to each store location, we knew there was an opportunity to inspire more customers and create a much stronger local connection. We’re thankful for the support of our efforts, and the impact this platform and services have made on our initiative.”

Learn more about JOANN Stores and its ‘Make to Give’ initiative

Learn more about how Tiger Pistol’s disruption-proof technology empowers brands and their local partners with local social advertising at scale. Contact us today. 

Tiger Pistol Hires SVP of Talent and Enablement

Kierston Vaughn Tapped to Develop and Manage Scalable Structure for Corporate Culture and Talent Enablement

Tiger Pistol, the only social advertising platform that delivers local activation at a global scale, recently formalized the hiring of Kierston Vaughn as SVP of Talent and Enablement. Vaughn began working with Tiger Pistol in April of 2019 as a talent consultant.

“Kierston has been extremely dedicated to creating an environment that is based on the principles of a growth mindset, exciting and empowering team members to achieve new heights, breaking new boundaries with our clients, one another, and ourselves,” said Paul Elliott, CEO, Tiger Pistol. “Kierston encourages team members to develop and lead new initiatives and use their natural talents to contribute to company culture, content, product innovation, and client success. She brings a wealth of experience in high growth companies, both small and large, making her a perfect fit to lead our innovative company culture.”

A dynamic talent executive with a background in the consulting and digital marketing industries, Vaughn holds more than 20 years experience in helping companies build thriving cultures through growth and process change. Having previously worked for companies like Accenture, Rosetta, Razorfish Global, Kalibrate, and Robots & Pencils, her approach to talent is founded in a deep understanding of service industry business models in a global context. She excels at building cultures that enable teams and individuals to deliver their best for client satisfaction. Vaughn will continue to enhance Tiger Pistol’s recruitment and engagement efforts to ensure an architecture that aligns talent and experience with the company’s aggressive growth.

“I’m so proud and excited to become an official part of the incredible team and culture at Tiger Pistol,” said Vaughn. “I’m humbled by this team and their passion for their work. I can’t wait to see all the great things our team can accomplish, and I am committed to providing each member with the tools and structure to develop and grow.”

Kierston earned a Bachelor’s Degree in Organizational Leadership and Supervision from Purdue University and is an affiliate of the Society of Human Resource Management. She has been a certified Professional in HR [PHR] since 2003.

About Tiger Pistol 

Tiger Pistol is the world’s #1 social advertising automation platform for local. For nearly a decade, the company has been obsessively focused on building the world’s most effective social advertising platform for global brands, resellers, and agencies who realize the power of local activation at scale. As a preferred Facebook Marketing Partner and the largest third-party publisher of social advertising for local, Tiger Pistol creates, deploys, manages, and optimizes high-performance Facebook and Instagram ads at unprecedented scale, with over 800k Facebook and Instagram campaigns published to date. Tiger Pistol’s first of its kind technology delivers meaningful and measurable business impact for brands, resellers, and agencies alike, helping to unlock value and efficiency through innovation-led social advertising automation. Tiger Pistol has been recognized by Digiday as the Best Social Media Marketing Platform, by Street Fight for Best Social Media Campaign and by Localogy as Best Localized Marketing Campaign. Tiger Pistol Ranks in the Top 100 on the Inc. 5000 List of Texas’s Fastest Growing Private Companies and in the top 5 among advertising and marketing companies. To learn more, call (888) 400-8845, visit TigerPistol.com, or follow on Twitter, Facebook, or LinkedIn.

How Local Ads from Local Pages Increase Relevancy and Decrease Advertising Costs

There is much talk in social media marketing about the importance of “local” social. But what does that really mean in practice? Put simply, localization drives ad relevancy. 

When we look at the factors that make an ad more relevant, it boils down to two modifiers on your advertiser bid: Estimated Action Rates and Ad Quality. It’s the combination of these modifiers that underpins the ad relevancy calculation, and more relevant ads “win” out over less relevant ones in bidding

So how can you bump up your scores on these modifiers, thereby making your ads more relevant? It’s a combination of things across your campaigns structure:

1. Use a Local Facebook Page over a Corporate One

“Local” Pages can mean different things. For example, a CPG brand that relies on channel partners to sell their products might consider their channel partners’ individual store Pages the most local option, as it allows them to tie their products to a specific local point of sale. Whereas a real estate brand might consider their agent’s Business Pages as the local Page. For franchise groups, this is often local store Pages over a single corporate branded Page. In either case, ads that come from local pages tend to be considered more relevant. Whatever the flavor, you want the page you publish through to be as close as you can get to your consumers and where they transact. 

2. Localized Creative 

Creative that is locally aware is also important. This means having both copy and media that references the local area, whether by calling out the location or neighborhood in the copy or even by differentiating media content by region. The more your creative can literally speak to your local audience, the more relevant it will be to them (See: Ad Quality).

3. Hyper-Local Targeting 

Especially when it comes to marketing for local businesses, you want your campaigns to always be reflective of their true sales area. This is another case where vertical is important, as some businesses have naturally large sales areas. The logic is simple; an ad is going to be less relevant to a user if they see travel time as a blocker.

4. Strong, Focused, Calls-to-Action

It can be easy to fall into the trap of trying to do too much with your campaigns, wanting to promote multiple products or key selling points, Yet another paramount factor in ad relevance that Facebook also notes is, Estimated Action Rate. – “an estimate of whether a particular person engages with or converts from a particular ad” Put simply, if you focus on a singular campaign goal, which Facebook Objectives by their nature are intended to do., you also want your copy to explicitly direct the user based on the campaign objective, i.e. “book an appointment online”, “click to sign up.” This encourages interested users to take the exact action of your campaign’s objective.

These items may all seem small on their own, but they all come together to produce a more relevant ad. The challenge often comes with adapting to vertical-specific needs, as well as how to juggle so many local elements at once. We have seen in our data that a locality-focused campaign structure can even work at scale and with many different types of businesses. 

Our Data Proves this Time and Again


A CPG client used Tiger Pistol for distributing brand-approved campaigns to hundreds of restaurants and bars worldwide. They saw 60% lower CPMs across the local campaigns compared to their national brand efforts. The secret? More relevant ads. Comparing the national effort, which targeted the same consumer base, vs. the local campaigns, the differences are night and day. The distributed framework of the local campaigns meant the client had more exacting control in only geo-targeting the sales areas where consumers could get to the point of purchase. Additionally, unlike the national campaign, having local campaigns in-market meant that the creative could be region- or even hyper-specific.


A national quick-service restaurant chain was continuously looking for insights and performance advice to improve social advertising campaigns. The client was running multiple brand-level campaigns off of the corporate Facebook Business Page, targeting by DMA across multiple locations. Tiger Pistol ran social advertising via local Facebook Pages, and the results were clear: local store Pages generated better results, with 35% more impressions and 30% lower CPMs than running the same campaigns through the national brand Page. 


A Fortune 500 real estate services company engaged Tiger Pistol looking for a partner to help build a scalable, social advertising workflow solution that enabled their agents to promote their listings with auto-configured, best practice Facebook and Instagram campaigns. Tiger Pistol’s platform gave agents the ability to publish campaigns directly from their own agent-branded Facebook Page. While other real estate marketing platforms support Facebook ads, such ads are usually rudimentary, driving impressions around the listing, with little room for the agent to generate leads. Our platform leverages the most relevant Facebook Ads Objectives to drive the results that matter, increasing agent awareness, increasing agent website traffic, and increasing lead generation, all while significantly decreasing the cost of advertising.

Local Advertising Just Makes Sense

It’s intuitive the more you think about it. Are you more interested in buying a product or service from a brand located across the country (or even a business located across the county?), or would you rather purchase the same product or service from the business down the street? It’s understanding holistically how all the different elements of a Facebook campaign can work together to create locality: it’s targeting, creative, and the very framework that unlocks reliable efficient delivery.

Find this article insightful? Check out Are Facebook CPMs Rising? Depends How Local You Go. 

Chris Mayer, a Solutions Engineer at Tiger Pistol, specializes in helping digital agencies, SMB resellers, and global brands build scaled Facebook advertising solutions with an emphasis on local activation. 

Tiger Pistol Named Finalist in Three Categories for the 12th Annual Shorty Awards

Tiger Pistol Shortlisted for Best Facebook Campaign, Best Strategic Use of Localization, Best Use of Social for Consumer Products

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, has announced its been named a finalist in the 12th annual Shorty Awards for every category the company entered – Best Facebook Campaign, Best Strategic Use of Localization, Best Use of Social for Consumer Products. The Shorty Awards is an international competition honoring brands, agencies and organizations for their innovative work on social and digital media.

Tiger Pistol stood out among industry competitors based on the remarkable social advertising results achieved for Anheuser-Busch InBev.

“We’re thrilled to be honored among some of the most influential global brands, organizations, agencies, and campaigns across social media,” said Paul Elliott, Tiger Pistol, CEO. “Tiger Pistol’s social advertising solution allows Anheuser-Busch InBev to provide its worldwide network of restaurants, bars, and retailers with an industry-leading platform for publishing high performing, local Facebook and Instagram ads at scale. Recognition by the Shorty Awards further solidifies our global-to-local approach as the future of social advertising.”

Through the use of Tiger Pistol’s platform, Anheuser-Busch InBev was able to scale its social advertising, distributing brand-approved campaigns to thousands of restaurants and bars worldwide, reaching more than 700,000 consumers per location. Tiger Pistol’s social advertising solution allowed Anheuser-Busch to bridge its existing gap between broadcast and on-site print collateral, dramatically reducing advertising costs and driving foot-traffic to individual local restaurants and bars resulting in increased sales.

The Shorty Awards, now in its 12th year, were the first awards to honor social media. By constantly evolving along with the changing landscape of social media, The Shorty Awards remains the most prominent award of its kind.

Winners will be announced leading up to and during the awards ceremony on May 3, 2020. This year’s show will be a digital-only event in light of public health concerns surrounding COVID-19.

Finalists were selected by members of the Real Time Academy of Short Form Arts & Sciences, comprised of luminaries from advertising, media, entertainment and technology. Members of the Academy include Rosemary Mercedes, EVP & Chief Communications Officer, Univision; Tony Weisman, Chief Marketing Officer, Dunkin’ Brands; Matthew Digirolamo, Chief Communications Officer, L’Oreal; Rebecca Messina, Global Chief Marketing Officer, Uber; and Lilian Tomovich Chief Experience & Marketing Officer, MGM Resorts International; among others.

About Tiger Pistol 

Tiger Pistol is the world’s #1 social advertising automation platform for local. For nearly a decade, the company has been obsessively focused on building the world’s most effective social advertising platform for global brands, resellers, and agencies who realize the power of local activation at scale. As a preferred Facebook Marketing Partner and the largest third-party publisher of social advertising for local, Tiger Pistol creates, deploys, manages, and optimizes high-performance Facebook and Instagram ads at unprecedented scale, with over 800k Facebook and Instagram campaigns published to date. Tiger Pistol’s first of its kind technology delivers meaningful and measurable business impact for brands, resellers, and agencies alike, helping to unlock value and efficiency through innovation-led social advertising automation. Tiger Pistol has been recognized by Digiday as the Best Social Media Marketing Platform, by Street Fight for Best Social Media Campaign and by Localogy as Best Localized Marketing Campaign. Tiger Pistol Ranks in the Top 100 on the Inc. 5000 List of Texas’s Fastest Growing Private Companies and in the top 5 among advertising and marketing companies.

About the Shorty Awards

The Shorty Awards honor the best of social media and are produced by Sawhorse Media, a New York-based technology startup. Sawhorse also created and runs Muck Rack, the leading software platform that helps Fortune 500 companies, brands, PR agencies and journalists build relationships, monitor news, and measure the impact of media. Find the Shorty Awards online at www.shortyawards.com, facebook.com/shortyawards, Snapchat: shortyawards, Twitter: @shortyawards, Instagram: @shortyawards, and YouTube: www.youtube.com/shortyawards .