500 Million Facebook Users, Where are the Asian Americans?

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In 3 weeks, Admerasia was able to get 2 MM impressions with 0.07% CTR having only spent $700, providing the client $10K worth of impressions. Admerasia also got 800 Fans/Likes on the Facebook page and the fan base continues to grow impressively.

With all the focus and interest on all things digital and social, you would think that Asian American marketing and advertising has struck a goldmine. After all, there are numerous research and reports touting how Asian Americans over-index in Internet and mobile usage. Add the tools and metrics available in online marketing, Facebook and Asian Americans should be a no-brainer, right? Well, not exactly.

The usual questions still linger: “How big is the Asian American population?” “We’re not interested in consumers from Asia.” “Are they in-language dependent, if not my general market initiative should work?”

So with 500+ million users on Facebook, how do you target Asian Americans? For several months, Admerasia has been testing several strategies to target Asian Americans via a series of internal exercises and contests on Facebook.

Through a combination of consumer and cultural insights, interests and experience, Admerasia was able to develop a core group of behavioral characteristics for key Asian American markets.

Using the targeting criteria in a Facebook Ad, specifically “likes and interests,” Admerasia created an internal test campaign for two key Asian American demographics: Chinese and Korean.

Based on its campaign goals and targeting criteria, the estimated Chinese and Korean Americans on Facebook were:

  •     Chinese: 1MM people who live in the US and are 18 and older with

Chinese American characteristic behavior via their interests and likes

  •     Korean: 700K people who live in the US and are 18 and older with Korean American characteristic behavior via their interests and likes

In 6 weeks, Admerasia was able to get 21MM impressions with 0.05% CTR, having only spent $5,000 getting $100K worth of impressions. Using Facebook Ad, Admerasia targeted an 80/20 ratio of Asians/non-Asians to its Facebook page. Furthermore, from the interactions and activities on its Facebook page, Admerasia was able to generate additional fans from different cultures and ethnic backgrounds. These behavioral characteristics helped determine who to serve ads on Facebook.

Asian American Facebook Page
As an example of how clients are beginning to look at Asian American social marketing, recently an Admerasia client challenged the agency to “think beyond online banners” in its Asian American digital campaign. As there were several Facebook pages created by fans of this particular brand in Asia, the task to make the US Asian American Facebook page unique and targeted became more crucial. Admerasia assured them that it had a way. From the ad targeting criteria, Admerasia estimated that it could reach the following Chinese and Korean consumers:

  •     Chinese: 260K females who live in the US and are 23 or older with Chinese American characteristic behavior via their interests and likes
  •     Korean: 70K females who live in the US and are 23 or older with Chinese American characteristic behavior via their interests and likes

Results
In 3 weeks, Admerasia was able to get 2 MM impressions with 0.07% CTR having only spent $700, providing the client $10K worth of impressions. Admerasia also got 800 Fans/Likes on the Facebook page and the fan base continues to grow impressively.

Says Yi-Ping Lee, Director of New Business, Admerasia: “We are privileged to have clients who are forward-thinking and disciplined. We believe this initiative will set a benchmark in Asian American marketing. As the digital and social marketing evolve, Admerasia will continue to explore and test these new opportunities.”

Visit Admerasia at http://www.admerasia.com

About Admerasia
Pioneering full-service Asian American advertising in 1994, Admerasia has since provided a constant flow of innovative ideas that has made it the best in its class. From building strong brand awareness to launching effective promotions, Admerasia’s rich history and enthusiastic adoption of the digital era translates into measurable results and inspiration for the industry. The agency’s success stems from not just knowing the market, but being the market as well. Admerasia’s ethnically diverse group of hothouse talents has consistently turned general-market brands into household names in the Asian American market. Creatively adopting cultural mores and languages is essential in communicating to a market that is both Asian and American. Through years of original thinking, Admerasia makes the multicultural world easier to reach, measuring success one client at a time.

Yi-Ping Lee is Director of New Business at Admerasia
He may be reached at yipingl(at)admerasia(dot)com or at (212)653-9160.

Contact:
Yi-Ping Lee
Director of New Business, Admerasiai
Tel. (212)653-9160.
Email: yipingl(at)admerasia(dot)com
Admerasia
http://www.admerasia.com
159 West 25th Street 6/F
New York, NY 10001

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Yiping Lee

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