Facebook ads – target by birthday

This past July Facebook released three new targeting features to their Facebook Ads platform. One of these three features is the ability to target someone on their birthday, which presents a handful of opportunities to the right businesses. The variety of targeting abilities does potentially create more “work” when setting up a campaign, but with a large handful of campaigns under my belt now, I can say each individual targeting feature presents nothing but opportunity.

Targeting by birthday is no different. The immediate thought revolves around a certain local business here in Kelowna, Kelly O’Bryan’s. This restaurant offers a free dinner, up to a certain value, for anyone that comes in to eat on their Birthday. The restaurant chain is popular here in Kelowna, but because they operate only 5 locations in British Columbia, outside of the province the brand may be less recognizable. And if you live in or have visitied Kelowna, you’ve likely witnessed the migration of the red license plated vehicles from Alberta every summer. I wonder how many Albertan’s know Kelly O’s offers a free birthday meal?

Everyone feels special on their birthday and everyone surrounds themselves with family and friends on their special day. If a business can tune into that emotion and offer some sort of incentive to that person, the potential customer will likely be more receptive to the birthday ad, and most importantly, will probably come with a small hoard of friends and family that will “Eat, Drink and be Irish”, to quote Kelly O’s tagline.